Readequação estratégica pós pandemia da Covid-19 de uma escola privada de nível técnico na área da saúde: o caso da Escola da Paz

Abstract

Beyond the health crisis, the COVID-19 pandemic negatively impacted various sectors of the global economy. Specifically, the Brazilian education market began facing the effects of the pandemic in the second quarter of 2020. This dissertation addresses the strategic realignment of a private technical school in the post-pandemic context. The aim was to develop an intervention proposal that strategically realigns the school based on the perceptions of its stakeholders. The research employed a qualitative approach, applied in nature, with explanatory objectives, using the Case Study method. The methods involved a literature review, document analysis, and data collection through open-ended interviews. The data analysis revealed that the strategic positioning adopted by the school is indeed perceived by its stakeholders. Furthermore, it confirmed the need for strategic adjustments to strengthen the school's brand and increase its competitiveness in the face of competition from institutions offering lower prices and more flexible admission criteria. The resulting intervention proposal from this research was the development of a short-term Strategic Plan aimed at increasing the school's market share through the recruitment of new students.