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AIL Madrid, from private customer to corporate client

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AIL Madrid, from private customer to corporate client

Rechten: Alle rechten voorbehouden

Samenvatting

This paragraph will shortly describe the main outcomes of every chapter, in order to give a global
description of the company, its intern and extern situation, the confrontation matrix and the general
strategy, and to give the reader a main view of the assignment.
Chapter 1 AIL Madrid
AIL Madrid is a small institute which offers Spanish Courses to non-Spanish speaking persons. The
company is located in Madrid, and has a small school in the centre of the city. The company employs
10 office staff members, and has got 9 teachers working for the company. The target customer for AIL
Madrid is the individual that wants to learn some Spanish. They also have some contracts with other
companies that send students to the school, but the main focus isn't on corporate clients. The company
also offers some additional services, with the cultural immersion program and the accommodation
service as the most important services.
Chapter 2 Intern Situation
AIL Madrid is a small company and therefore has got both its strengths as well as its weaknesses. The
company has a small & international team, which allows it to adapt easily to any kind of customer, and
to implement changes without many problems. AIL Madrid offers high quality classes to businessmen,
because of the teacher's experience in this area. One of the strongest points of AIL Madrid is the
certification by the Cervantes Institute. This proves the high quality of the Spanish courses, and allows
the company to supply its non-European students with a student's visa. The company's weaknesses
are the lack of facilities at the school, and the fact there are only 9 teachers. The company doesn't
really distinct corporate clients from normal clients, which is a weak point. The company's last weak
point is the fact that there are many trainees working and they do not have the same skills as the other
employees.
Chapter 3 Extern Situation
On the meso level, the main opportunities for AIL Madrid are the corporate clients. The competition
analysis shows that AIL Madrid belongs to one of the smallest language institutes, and that the company
does not have many facilities and teachers. Their force is the accreditation by the Cervantes Institute,
and the fact that they have seen the strategic gap related to the training companies. On macro level,
there are several opportunities and threats that apply to AIL Madrid. Spain's visa policy is an opportunity
for AIL Madrid, because they can supply students with a visa, while non-certificated companies cannot
do this. The threats for the company are the worsening financial situation in Spain, which means that
foreigners are less likely to invest in learning Spanish and.
Chapter 4 Confrontation Matrix
From the confrontation matrix, it becomes clear that the corporate clients are the most important
opportunity. The competition is a serious threat, and has to be avoided somehow. The most important
strength of AIL Madrid is the accreditation by the Cervantes Institute. From the most important combinations
of the element it becomes clear that AIL Madrid has got a great opportunity with its corporate clients, and
that the accreditation by the Cervantes Institute should be used in order to reach this goal.
Chapter 5 General Strategy
In order to fully exploit the accreditation by the Cervantes Institute, AIL Madrid has to offer its visa
service to the training companies. The following strategy can be used as a base for this negotiation.
6 A I L M a d r i d , f r o m p r i v a t e c u s t o m e r t o c o r p o r a t e c lie n t
AIL Madrid has to contact the training companies that are located in Madrid. The companies have to
be provided with information, and will have to be convinced about the profit they can gain through AIL
Madrid.AIL Madrid has to build a strong and long lasting relationship with the training companies, in
order to keep gaining from these companies.
AIL Madrid will offer the TEFL students the possibility to obtain a student's visa, to be able to stay up to
1 year in Spain, and legally work 20 hours per week. To obtain this visa, the students will have to follow
4 weeks of Spanish Intensive course at AIL Madrid, and will pay €730 for this. AIL Madrid's target is to
sell 40 weeks per month, which means they will have at least 10 training company students per month.
This would mean a turnover of €8800 per month.
In year two, the target is to sell 240 hours of tailored class per month to the training company students
and this would increase the turnover with €1800 per month. But in order to reach this second target, it
is very important to have a stable relation with the training company, and to do an investigation about
whether the clients are willing to pay for these extra classes or not.
All classes will be given at AIL Madrid, which is located in the centre of Madrid, and thus easy to reach
for the training company students.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Languages
AfdelingScaldis Academy
PartnersAIL Madrid, Spain
Datum2010-06-24
TypeBachelor
TaalEngels

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