Research On The Development Strategy Of A English Language Training Institution

In recent years, with the rapid growth of the national economy and the improvement of residents’ income, the demand for children’s education is also increasing. As people increase the demand for English language training, the English training market is formed. Since English training institutions can solve the problem of children’s learning, it can also improve the students’ score; therefore it becomes one of the sunrise industries. English training market in Jinhua City, Zhejiang came out in1990. After more than twenty years of development, more than 100 training institutions came out, while foreign brands have been in, it urged the competition within the industry. A English training institutions is one of earliest English training institutions, with the number of English language training institutions increased, A English training institutions are facing tougher competitive situation.Through research on A English language training institutions’ strategy development,it provides a reference for other similar businesses. On basis of strategic management,this article first used PEST model to analyze A company’s political environment,economic environment, social environment and other macro environment, then use Porter’s five forces model to analyze A company’s industry competitive environment,and pointed out that the English training market entry barriers is rather large, the bargaining power of supply side is rather strong, the threat of substitutes is not strong,A company is Jinhua’s veteran English training institution, it has a strong competitive edge, however, due to national training institutions come out, it makes the degree of competition in English training market more competitive. Secondly, the article used the SWOT model to analyze the advantages and disadvantages faced by A Company,and chose it’s strategies on corporate level and business level: corporate level strategy for specialization strategy, business level strategy for intensive development-oriented strategy. Finally, the article proposed safeguards implementation of the strategy,including the ability to enhance the company’s strategic leadership, building corporate culture.