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Competitive Analysis Camosun College Strategic Plan 2006

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Competitive Analysis Camosun College Strategic Plan 2006 Competitive Analysis Camosun College Strategic Plan 2006 Prepared by Roseanne Sovka Educational Research and Development April 2005 Camosun Educational Market Analysis 1. General Characteristics of the Camosun Educational Market 3 Number of Institutions 3 Location of Institutions 5 Public or Private? 6 New Institutions 7 2. Extent of Competition 8 a) Specialized Providers 9 b) Broad Providers 13 High Competition 14 Moderate Competition 23 Low Competition 23 c) Not in Competition with Camosun 23 Summary 25 List of Tables Table 1: Summary of Specialized Providers 12 2 Camosun Educational Market Analysis 1. General Characteristics of the Camosun Educational Market Number of Institutions In April 2005, all the postsecondary institutions competing in the Victoria education market were identified. Any institution that had a listing in the Victoria area telephone book was considered to have some presence in the Victoria education market and was included in the study. Of the 89 institutions identified in 2005, 44 institutions had previously been identified in the 2001 competitive analysis, 35 new postsecondary institutions were identified, and 10 institutions from the 2001 analysis were no longer operating. In the last four years, the increase in the number of postsecondary training providers has been significant. While the size of each institution and the programming offered by an institution are more important considerations in the competitive landscape, the sheer number of institutions is also a raw measure of the 2005 competitive environment. Number of Postsecondary Institutions in the Camosun Education Market 2005 50 40 y c 30 n e u q e r F 20 10 0 Continuing Dead New In 2001, a total of 54 postsecondary institutions were identified in the Victoria education market. 3 A small group of ten institutions that had been operating in 2001 were no longer active in 2005. All of these institutions were private institutions, 80% were located in Greater Victoria, and 80% had narrow programming similar to one of Camosun’s program or a small number of programs offered within one of Camosun’ schools. The postsecondary institutions no longer operating in Victoria were: Ahead Institute of Technology Inc, Bonistar Training and Human Resource Management, Canadian Family Resource Institute, Canadian Pacific College International Ltd, City University, CompuCollege (merged with Polar Bear Corporate Education Solutions), CTI Counselor Training Institute of Canada, KG Computer Training, Melcomp Technical Institute, and P B S C Computer Training Centre (now part of Polar Bear Corporate Education Solutions). 4 Location of Institutions In 2005, three quarters (73%) of the postsecondary institutions with a presence in the Camosun educational market were located in Greater Victoria, 5% were located elsewhere on Vancouver Island but not in Victoria, 14% were located in the Lower Mainland, and 8% were located either elsewhere in BC or even further away (Alberta, Ontario). Location 80 60 t en c 40 Per 20 0 Greater Victoria Vancouver Island Lower Mainland Rest of BC and beyond In 2001, the distribution was very similar with 70% located in Greater Victoria, 6% on Vancouver Island, 19% in the Lower Mainland, and 6% either in the rest of BC or beyond. 5 Public or Private? Almost all (86%) of the postsecondary institutions identified in 2005 were private institutions, with only 14% recognized as public institutions. The local public institutions competing in the Camosun market were: Royal Roads University, School District 61 (Victoria) Continuing Education, School District 62 (Sooke), Shoreline Middle School, and the University of Victoria. Public institutions that compete in the Camosun education market but do not have a campus located in Victoria were: Athabasca University, British Columbia Institute of Technology, Emily Carr Institute of Art and Design, the Justice Institute of BC, Malaspina University College, and Thompson Rivers University – Open Learning. Public or Private? 100 80 t 60 n ce r Pe 40 20 0 Private Public In 2001, most (82%) of the postsecondary institutions in competition with Camosun College were also private providers. 6 New Institutions The postsecondary institutions new to the Victoria educational market in 2005 were almost all (97%) private institutions and most (79%) were located in Victoria. Most (70%) of the newcomers were specialised providers, competing primarily with one program or a small number of Camosun programs from one school. Of the new institutions competing with just one Camosun school, the School of Access had the highest proportion (39%) of new competitors, followed by Continuing Education (30%). Only 13% of the new institutions had specialised programming in competition with the School of Business; the School of Arts and Sciences had a smaller proportion (9%) and the School of Health and Human Services (4%) and Trades and Technology (4%) had the lowest proportion of new institutions offering specialised programming in their area. New Competitors in Competition with which School? 40 30 t en c 20 er P 10 0 Access Continuing Business Arts & Health & Trades & Education Sciences Human Technology Services 7 2. Extent of Competition In 2005, half (51%) of the postsecondary institutions in the Victoria educational market were offering programs that were primarily offered in one school at Camosun College. For example, English language schools primarily compete with the English Language Development programs in the School of Access. Another example would be a cooking school which would largely provide competition for the Culinary Arts program in the School of Trades and Technology. Most often, these postsecondary institutions have specialized in one or two programs or types of programs from the whole array of Camosun College’s program offerings. A significant group (27%) of postsecondary providers offered programming that included programs that were offered by more than one Camosun school. This group is discussed in the broad providers section of the report. About one in five (22%) of the postsecondary institutions in the Victoria educational market were not in competition with Camosun College, typically offering programming different from Camosun’s programming. For example, the Canadian Acupressure College or the West Coast College of Massage Therapy offer programming that is not available in any Camosun School. Extent of Competition 60 50 40 nt 30 erce P 20 10 0 Primarily one More than one Not in competition school school In 2001, less than half (44%) of the postsecondary training providers were competing primarily with only one of Camosun’s schools, 28% had broader programming and were in competition with more than one school, and 28% were not in competition with Camosun programming. 8 a) Specialized Providers Specialized postsecondary training providers are institutions that provide programming in only one area, or a small number of programs contained within one of Camosun’s schools. These institutions are discussed below, grouped by the Camosun school with which they compete. The School of Access had the most competitors (28%) that were specialized providers, followed by Trades and Technology (21%), and Continuing Education (21%), and then Arts and Sciences (18%). There were fewer specialized providers solely competing with the School of Business (10%) and the School of Health and Human Services (3%). In competition with which School? 30 25 20 t en c 15 er P 10 5 0 Access Trades & Continuing Arts & Business Health & Technology Education Sciences Human Services Access The School of Access had the largest share of the direct competitors in 2005 with 28% of the postsecondary institutions offering a program that competed primarily with Access programming. All of these institutions were located in Greater Victoria, all were private providers, and almost all (82%) were new to the Victoria educational market (identified for the first time in 2005). Most of the focussed Access competitors were English language schools. 9 The postsecondary institutions offering programs that compete primarily with the School of Access were: Fine Education Academy Ltd, Four Corners Language Institute Inc, Geos Language Academy Victoria, Global Teach English Overseas College, Inlingua, Pacific Learning Connection, Pan Pacific International College, Shane Global Village English Centres, South Island Distance Education School, Stewart College of Languages Inc, and Victoria International Academy. Trades and Technology The School of Trades and Technology had focussed competition from 21% of the private providers with specialized programs. All of these providers were private institutions, most (88%) were institutions that had been in the Victoria education market at least since 2001, and less than half (38%) were located in Greater Victoria. Most of the focussed Trades and Technology competitors were cooking schools, although a few providers offered programs in horticulture, nautical and technology. The local postsecondary institutions offering programs that compete primarily with the School of Trades and Technology were: Joe the Bartender Bartending School of Excellence, Pacific Horticulture College, and Quadrant Marine Institute. Postsecondary institutions that compete primarily with Camosun Trades and Technology programming but do not have a campus located in Victoria were: Dubrulle Culinary Arts, Fine Art Bartending School, iTi Information Technology Institute, Le Cordon Bleu Paris Cooking School (Ottawa), and the Pacific Institute of Culinary Arts.1
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