COMPANY: INSTITUTO DAMICIS
Service.- Education in
levels, Kinder Garden, Elementary School, Junior High School and High School.
Culture.- To form free, creative, self -confident, rich in human
values, fisicaly and intellectually capable, nature lover and committed with
their social surrounding students.
Goals.-
·
Create
citizens of the world that know how to understand and interact with other
culture, languages and people.
·
Build
and reinforce the identity and cultural conscience of students.
·
Promote
the recognition and development of the universal values in the students.
·
Stimulate
curiosity and investigation to promote the love to learn.
·
Give
our pupils the necessary skills to learn and acquire individual or in team
knowledge and to apply it in diverse areas.
·
Give
international study contexts without ceasing to respond to the own community
requirements.
·
Promote
diversity and flexibility toward different pedagogic points of view.
·
Give
appropriate evaluation techniques and paramenters of international evaluation.
Technology and experience.- Besides form being incorporated to SEP, the school has
the International Baccalaureate program, which has developed study programs to
favour the students since many years ago. The institute has years impulsing new
techniques to learn as the Model United Nations, to help children with their
public speaking and interest for the world current happenings. The school uses
the internet to give information about homework and events, as well as the on
line payments. It has several computing rooms, form different sections and
subjects, besides dorm other technologies as TVs in the classrooms.
Image in the market.- in Puebla Damicis has prestige for being one of the
best schools, a general good image.
Having the IB program, gives the school international good image and
recognition, and makes it different form many other schools in Mexico.
COLLABORATORS
Alliances.- Damicis is in an alliance with the IB program and
deals with several universities such as UDLAP, Tec de Monterrey, Anahuac,
UPAEP, and some international universities for scholarships and sponsorships.
Distributors.- There is only one Damicis campus, and that’s the only
place where the service is provided by the staff, teachers, administrators,
head masters, etc… every subject has an assigned teacher and every section a
head master and and entire team.
Suppliers.- The food suppliers are mainly Nestlé, Barcel,
Sabritas, Coca-Cola and BIMBO, apart form other smaller suppliers. In books
there are different editorials as Pearson, Porrua, Alfaguara, Mc Dougal,
etc…the uniforms are supplied by “Jocin Gros Collection”. The internet and
phone service are provided by TELMEX, and light by CFE. For school materials,
Bic, Ply-Do, Norma and big office articles stores. Computers are provided by
Dell, TVs by Samsung and so on.
CUSTOMERS
Market size and growth.- The target market is Puebla, mainly Cholula, but has
expanded, a lot of students come from different parts of Puebla, Mexico and
even other countries. There has been a significant increase in the student
population in Puebla and that has severely benefited the school.
Market segments.- Children from 3 to 18 approximately, form the middle
or high socioeconomic class. People whose culture provide the knowledge of the
importance of a good education and can afford it.
Benefits the consumer is seeking, tangible and
intangible.- A lot of
children and parents now a days are seeking for a good quality and
international education in a school that has facilities fro development and
therefore have a better future. The look for an integral education, bilingual
and international, with contact with technology where students can fully
develop their abilities. A nice healthy environment, agreeable to work and
enjoy. A good service and attention.
Motivation behind the purchase, value drivers, benefit
vs cost.- The education
imparted in the institute is of a very high quality, students are excellently
prepared and encouraged for success. The value of the education is high and it
is worth It, since education is a main aspect to consider in young peoples
lives, the basis for a good future, investing in education is extremely useful
if the student takes advantage of what is being offered. Comparing with other
schools with the same system the price in this institution is cheap.
Retail cannel.- The service is directly gotten from the institution in
one only campus. The essence of the service, the education is given in the
classrooms with different teachers and facilities. The whole building provides
the service.
Costumer information sources.- They can look on the web, there are ads in the roads
with contact numbers and also you can find
the formers in things such as notebooks or propaganda. There are also
ads in magazines.
Buying process.- There is a careful comparison because education is an
important decision to make.
Frequency of purchase.- All year long students go to school, there are not
influence such as seasonal factors. Even in summer vacation the schools
perceives money from material, books, uniforms, inscriptions, etc…
Quantity purchased at a time.- It is bought once a year and generally paid throughout
that year, generally is one child buying the product at a time, but families
with many children may pay for more service.
Trends.- People generally, has always wanted good educations, but maybe if another
language gets in fashion, English might not be so wanted, but that is not very
likely to happen. If the need of learning more languages grows the languages
taught in the institute will become obsolete. If students suddenly prefer to
study in Mexico for college, the IB program would be useless, and of course if
another good school opens it will be a sudden trend to attend there. But
generally the need or want of good education doesn’t change.
CLIMATE
Regulatory environment.- The fact that in Mexico there is free education
service affects somehow the private schools, even the quality is not the same.
Sometimes to cover both SEP and IB programs is difficult and both must be covered.
In general no laws are an obstacle for the education provided in the institute,
but governmental authorities can cancel,
deny or authorize the institute in any time they consider the rules are not
being followed.
Economic environment.- Every year the monthly fees get higher due to the
inflation, but not drastically. But economic recession on the other hand, in
the country, would impact hardly the consumption of the service, since it is
expensive and there are much cheaper options. Not a lot of people can afford
this type of education.
Socio-cultural environment.- New school openings may start fashions, but the
institute´s education quality is always constant and education is always
considered important for children. International education is increasing
because of the globalization, and that’s favorable, good education never goes
out.
Technological environment.- If new technology raises and other institutions have
it people may prefer them, but Damicis has good enough technology and use of
resources, it would only have to innovate if new technologies arrive, technology
has an important impact over our service and an eye must be kept in the
innovations.
COMPETITION
Actual or potential.- The strongest competitor is Tec de Monterrey, which
was rated to be the best high school in Puebla. Also Colegio Americano , which
has the same system as Damicis, Instituto Oriente too, because of its quality
in Spanish and antiquity in the market. There are others as UVM, UPAEP, IMEX,
etc…
Direct or indirect.- The direct ones are the formerly mentioned, the
indirect ones may be the language schools as Quick Learning and Harmon Hall,
that may teach the English language.
Services.- Education, Kinder Garden; Elementary school, Junior
High school, and High school. Bilingual international education, integral with,
sports, music course, etc…
Positioning.- according to 2011 rankings that took in consideration
the ENLACE test, College Board, as well as teachers, facilities, etc… Damicis
is the second place from the 15 more important particular schools in Puebla, after Tec de Monterrey.
Market shares.- There are approximately 214 private schools in Puebla,
of which four have the IB system, this gives a big advantage in the market
share, but then it is lessened by the amount of people that can pay for this
service.
SWOT of competitors.- Tec de
Monterrey S: Very nationally and internationally recognized, IB program,
excellent facilities.
W: Very expensive,
not the complete IB program, very demanding.
O: May only want the
diploma part of the IB, some people can afford it, they offer scholarships.
T: There are schools
with the same system and less price, many cant afford it, some people don’t
want so demanding schools.
Instituto oriente S:
intense and good quality education, facilities, old prestige.
W: No good English,
old methods, catholic.
O: A lot of Catholics
prefer it, it is cheaper.
T: there are better
schools in English, not everybody wants a catholic education.
Instituto México S:
Good moral, values, nice environment, quality education.
W: few English, boys
and girls are separated, very catholic.
O: Catholics prefer
it, good price, people may want lots of values and moral.
T: Some people seek
for bilingual education, don’t like boys being separated form girls, and are
not Catholic.
Consultoría Contracorriente. (2011). E-Consulta.
Recovered
on September 10th, 2012, from
http://www.e-consulta.com/index.php?option=com_k2&view=item&id=33186:las-prepas-del-tec-de-monterrey-y-la-buap-las-mejores-de-puebla&Itemid=332
Instituto Damicis. (2012). Recovered on September 10th, 2012, from
www.damicis.edu.mx.
