Growth strategy in the brazilian market for college preparation courses: the case of Sistema Elite de Ensino

Oscar Camilo Silva Evangelista and Cristiane Pizzutti dos Santos

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2011, vol. 15, issue 5, 955-968

Abstract: The Sistema Elite de Ensino operates in the Brazilian college preparation courses market, focusing on preparation to the most disputed examinations in the country. Founded in 1998 by four partners, Elite operates in ten Brazilian cities. After a period of disorganized expansion, when the individual development of the units was given priority in detriment of standardization and integration among them, the organization's growth was restricted due to a lack of agreement among its owners concerning the paths that should be followed to pursue this growth. The objective of this teaching case is to put the student in the role of one of the owners of Sistema Elite de Ensino in order to reach a consensus with the other owners to develop the firm's growth strategy for the following years. The student is expected to think about the most appropriate way for a service company to develop. This teaching case can be used in Services Marketing, Marketing Strategy or Entrepreneurship classes, in lato sensu and stricto sensu graduation courses.

Date: 2011
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