Zhodnocení konkurenceschopnosti jazykové školy

Abstract

This thesis analyses and evaluates the competitiveness of the ‘Slůně – svět jazyků’ language school and translation agency in Ostrava. The aim is to evaluate the competitiveness and to recommend measures to improve the current situation. In order to achieve this aim, PEST analysis, Porter analysis, IDINMOSU model and SWOT analysis were used. The results have shown that the company has a long tradition and experience with foreign language teaching. They offer a wide portfolio of language services, traditional as well as modern teaching ways (e.g. Skype learning), and mainly a wide range of languages which they are able to translate and interpret to/from and teach. On the negative side, the company lacks strategy, vision and mission. Further, in Slůně the students cannot take one of the language exams organized by Cambridge ESOL, City&Guilds, ETS, Goethe-Institut or The Pearson Group. Another slight downside is that the language school does not use e-learning or interactive whiteboards as supporting teaching tools. Based on the evaluation, the company was given suggestions and recommendations that, if implemented, should improve their current situation and strengthen the company’s competitiveness.