BUSINESS REPORTESTHER INES RUIZ CEJUDO

INFORMATION ABOUT THE COMPANY

Autoescuela Babel is a sole proprietorship from Alicante. The company was founded in 1991 by Miguel Anton Miralles. In 2008, because of the crisis in Spain, Miguel Antón Miralles, decides to transfer the Driving School and Mary Cejudo Fernández, the present owner, buy the driving school to continue with employment. The Driving School offers car license, motorbike license, motorcycle license, and BTP (a specific license to transport ambulance, police cars, taxi…). Mary Cejudo Fernández inverted 30,000 euros to buy cars, to save the Driving School after all.

I choose this company because is an example to analyze the competence, campaign objectives, innovation or even relationship between students and the driving school. The answer to this could be probably a SWOT analysis reflecting their strengths, weaknesses, opportunities and threats. This is an easy SWOT analysis to me because the driving school is mine too and I am working here since my mother Mary Cejudo Fernández bought it.

SWOT ANALYSISSTRENGTHS• High professional level of teachers.• Our teachers take part in material like power points, the

program of classes, exam texts…• Our own having school including 2 private cars, 1 motorcycle,

1 motorbike 125cc. and 1 motorbike 250cc.• Availability of flexible scheduling for any client.• 50 ground areas for driving practices.• Exam near driving school.• 1 learner for each practical lesson.

WEAKNESSES• Preoccupation of the people of the number of practical

classes and high prices.• Not website.• Not adverts.

OPPORTUNITIES• Fix prices of practical classes.• Effective advertising through regional press,

neighborhood press and fleeting sales in websites.• Creation of a website.

THREATS• Unfair driving school competitors.• Economic crisis.

CONCLUSIONS Autoescuela Babel is a company that needs to be improved to

have more registrations on the driving school with a great and potential marketing around the region such press as fleeting sales and to create a good website which covers all good aspects from the AE Babel as we saw in the strengths before. The unfair driving school competitors make that these great strengths could be a problem to increase our expectations, so we need to low prices to continue having students and to pay fixed costs and even losing money sometimes.