The identifacation of market strategy for Kwidzyn School of Management Michał Makowski, PhD Beata Pawłowska, PhD Katarzyna Strzała-Osuch, PhD

The most important facts about Kwidzyn School of Management The Higher School of Management in Kwidzyn started its activity in 1999 as a private university by the desicion of the Ministry of National Education and Sport (decision of 22 September 1999). The Higher School of Management is a non-profit organization. It was established by the Society for Economic and Environmental Education in Gdańsk represented by persons professionally bound with various forms of education, whose passion is to improve training methods and effects all the time. The mission of the Higher School of Management is as follows: „ We think globally, we act locally ”

The ranking of private colleges in 2009 ( according to the newspapers: "PERSPEKTYWY" & "RZECZPOSPOLITA”)

The meaning of SWOT analysis It is one of the most frequently used method in the strategic analysis. It is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. Apart from the systematic combination of two complementary approaches to the organization „inside out” and „outside in”, as well as the research on the synergy effect between the internal and external factors, it offers the four normative strategies of activity.

Basic strategies in SWOT analysis Environment Organization OpportunitiesThreats StrengthsAggresive strategyConservative strategy WeaknessesCompetitive strategyDefensive strategy

Identifacation of market strategy High schools managers should become initiators in shaping the future of their institutions. Strategies must be developed to ensure that institutions will be responsible to the needs of the people in the year 2015 and beyond.

Methodology of the research In order to determine the development strategy of the university performed a Delphi survey. The survey was conducted during the period from 9th February to 25th February The study was dedicated to the management staff college in the total number of 14 persons. Using the diagnostic sheet sent by , management staff of various levels shall be referred determinants of development institutions. The responses were compiled using the SWOT matrix.

SWOT analysis factors

Basic strategies

Strengths diagram

Weaknesses diagram

Opportunieties matrix

Threats matrix

The SWOT analysis can be an excellent, fast tool for exploring the possibilities for initiating new programs in the vocational school. It can also be used for decision making within departments and committees or even by individuals. The SWOT analysis looks at future possibilities for the institution through a systematic approach of introspection into both positive and negative concerns. It is a relatively simple way of communicating ideas, policies, and concerns to others. It can help administrators to quickly expand their vision. The strongest message from a SWOT analysis is that, whatever course of action is decided, decision making should contain each of the following elements: building on Strengths, minimizing Weaknesses, seizing Opportunities, and counteracting Threats. Conclusions