Why are we talking about dhow competitiveness. Imedzh dou as a means of increasing competitiveness in the market of educational services. Image of a preschool educational institution as a means of increasing competitiveness in the educational services market

Vygovskaya Natalya Borisovna,
Head of MBDOU “Kindergarten No. 30 “Beryozka”,
Chusovoy

The image of a preschool educational institution as a means of increasing competitiveness in the educational services market

A preschool educational institution today is considered not just as a kindergarten, but as an organization that provides educational services.

The formation of the words “image of a kindergarten” sounded unusual quite recently. And now many heads of preschool educational institutions are thinking about purposeful work in this direction.

After many years, our kindergarten is recognized as successful: a stable creative team, effective interaction with society and parents, positive public opinion in the city, decent results for kindergarten graduates. This indicates that our preschool educational institution has a positive image, and we need to support and develop it.

We began work on creating and maintaining an attractive image of the preschool educational institution by studying and assessing the existing image today.

In a competitive environment, every preschool educational institution faces the question of creating corporate identity, which would make him recognizable. We also have it - it’s a logo or brand name. It reflects the name of the kindergarten, the chronicle of the kindergarten - a book of reviews for parents and guests of the preschool educational institution, photo albums.

We pay a lot of attention to different ways of communication through:

• Visually mobile communications. This -

– the staff’s manner of communicating with parents, children, and colleagues;

– speech of employees;

– behavior of employees in a work environment and in public;

– business etiquette, professional ethics;

• Visually fixed communications:

– appearance of the staff (clothing, hairstyle, makeup, manicure, accessories, etc.);

– appearance of the building, landscaping of the territory of the preschool educational institution;

The listed attributes form the external image of the kindergarten.

But we understand that the basis of everything is people, i.e. head of the preschool educational institution, teachers, service personnel. The desire to cooperate with him or an organization largely depends on a person’s image.

A modern head of a preschool educational institution must have high professionalism, competence, organizational skills, efficiency, high morality, personal authority, and strive for a democratic leadership style.

All of the listed components of a leader’s image also apply to a teacher. The image of a teacher is a toolkit that uses voice, plasticity, facial expressions, and external data to influence students and parents.

The image of a teacher is determined by the degree of satisfaction of parents and the desire of children to attend kindergarten. To obtain high-quality results from studying the image of the preschool educational institution, a diagnosis was carried out, where preschool educational institution employees, parents and children were involved.

The diagnostics of the image of the preschool educational institution took place in stages:

I th stage: image of a preschool educational institution through the eyes of parents.

To determine the features of the image of the preschool educational institution, a study of the opinions of parents was carried out. Main criteria analysis of information provided by parents - the motive for choosing a preschool educational institution, the first impression of it, determining the positive and negative aspects of the kindergarten’s activities, satisfaction with participation in the life of the institution.

In order to study the opinions of parents, traditional methods were used:

personal conversation, observation, questioning.

In working with parents, projective (suggested) methods were used to identify the parents’ attitude to the activities of the preschool educational institution. We used the following projective techniques:

verbal associations, completion of a statement or story, analysis of parental feedback.

This work helped determine the attitude of parents towards our kindergarten. A total of 110 people were interviewed who positively assessed the work of the teachers. Parents willingly took part in the discussion of this issue. This is explained by the fact that we take into account the individual characteristics of children (adaptation groups for young children, developmental classes for future first-graders, the sports section “Ball School”, the dance club “Fidgets”), their cultural and educational level. All proposed wishes were considered by the staff of the preschool educational institution for further coordination of their work.

Stage 2 of diagnosis - the image of the preschool educational institution through the eyes of a child.

Children are carriers of external image. They spend most of their lives within the walls of the kindergarten, constantly in contact with teachers, that is, they are connected with the internal image of the preschool educational institution. The main criteria for analyzing the information provided by children: the child’s attitude towards kindergarten, identified factors (toys, activities, teacher, peers) that attract or repel the child, the child’s desire to complete a drawing on the theme of kindergarten.

The study of the image of a preschool educational institution through the eyes of a child was carried out using the following methods: a conversation with the child aimed at determining his attitude towards the kindergarten; drawing test (a drawing on the theme of a kindergarten, which allows, based on image analysis, to identify its relationship to a preschool educational institution).

For the future we have planned:

Create conditions for organizing services for children who do not attend kindergarten (as part of pre-school education),

continue to work on creating conditions for the professional growth of teachers through providing methodological assistance in creating their own programs, developments, etc.;

Participate in disseminating the experience of the kindergarten (seminars, conferences, idea fairs, etc.);

Improve the presentation of information about the activities of preschool educational institutions in the media;

Participate in the competitions “Teacher of the Year” and “Kindergarten of the Year” in order to increase public recognition of the activities of the preschool institution.

Thus, in order to form an attractive and unique image, the preschool educational institution must have:

Your vision of the future;

A unique, inimitable system of values, customs, traditions, styles of behavior;

A variety of high-quality educational services;

An original system of educational work, creative abilities, a healthy lifestyle;

Timely updated information materials intended for external presentation;

It is very important for the formation of a positive image to strictly comply with the compliance of promises with their implementation. It is better to promise modest services, but deliver them with dignity, than to designate a wide range, but ensure the implementation of only some part.

And we must always remember that they are going where they are really expected. And they stay where they are loved and respected, where they are sincerely welcome.

Screening test

(Choose only one, most accurate, answer option from those suggested)

Business game “Exhibition of preschool educational institutions”

Purpose of the game: developing the skills of future leaders of preschool educational institutions to organize the promotion of educational services on the market.

Contingent of players: students, it is possible to include practicing managers in the game.

Game concept: the game simulates the activities of managers of various types of preschool educational institutions to promote educational services on the market during interaction with parents choosing preschool educational institutions for their own children.

Game complex is a meeting at the exhibition of representatives of preschool educational institutions and parents.

Preliminary work: the game participants are divided into 3 subgroups of 4 people (“representatives of three preschool educational institutions”) and 1 subgroup of 6 people (“parents”). “Representatives of the preschool educational institution” determine the specifics of the preschool educational institution, the priority area of ​​work (artistic and aesthetic, health-improving, correctional, etc.) and develop a package for promoting educational services, including the key event - participation in the exhibition of kindergartens in the region. “Parents” create different images (“busy mother”, “meticulous grandmother”, “rich mother”, “mother hen”, “activist father”, etc.). determine the characteristics of the requests of each of these images.

Progress of the game:

Introductory part: the game participants are united in subgroups, the leader clarifies the task.

Parents group: the game goal is to select a preschool educational institution for the child based on requests and justify it. During the game, demonstrate the behavior of different types of parents.

Group of representatives of preschool educational institutions: the game goal is to present an educational institution at an exhibition in order to attract the largest number of parents and convince them to make a choice in favor of their kindergarten.

First stage: participants work in subgroups, preparing to participate in the exhibition. Design materials (stands, posters, booklets, etc.) and premises. In which it will take place. The attention of the game participants should be drawn to the consistency of their actions and a clear distribution of responsibilities. For example. In groups of representatives of preschool educational institutions, someone is an “idea generator” - he proposes the concept of an advertising campaign, develops advertising messages; someone determines the technical organization of the exhibition (drawing posters, preparing stands, video materials about the work of the garden), etc. In a group of parents, it is necessary to first determine the general requirements for the preschool educational institution (for example, the presence of paid and free services in it, the availability of information that interests parents, clearly defined specifics of the kindergarten, its difference from others). After that, the participants in the subgroup of parents describe the image of each parent, determine its characteristic features and, based on this, predict behavior in the market.

The second stage: the interaction between representatives of the preschool educational institution and parents during their choice of a kindergarten for the child is staged.

The final part: analysis of the results and summing up the game. Parents justify their choice of preschool educational institution, analyze the organization of marketing communications of various kindergartens.

Representatives of the preschool educational institution determine the types chosen by the “parents”, analyze their reality, the naturalness of their behavior, and the difficulties experienced in interaction.

Next, all participants in the game discuss the organization of advertising campaigns for preschool educational institutions and determine the most effective methods for promoting educational services. They analyze what was most difficult and what was easier during preparation and during the game.

When summing up the results of the game, participants must come to a conclusion about the effectiveness of each kindergarten’s participation in the exhibition.

Criteria for analyzing and evaluating game results:

Conceptuality, the presence of a single line of advertising campaign for preschool educational institutions;

Compliance of the selected means of promotion with the objectives of the advertising campaign;

Using a variety of means to promote services on the market (advertising, sales promotion, etc.);

Originality, creativity in the presentation of preschool educational institutions;

The effectiveness of intra-group interaction between players (distribution of responsibilities between subgroup members, joint decision-making, active participation, coordination of actions);

Acceptance of a playing role, a clear definition of its content;

Demonstration of creativity and artistry of the game participants.

This article reveals the problem of the image of a kindergarten. What is the image of a kindergarten? Who are the subjects of forming the image of a preschool educational institution? How does the individuality of a particular kindergarten manifest itself? The answers to these questions are covered in this article.

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The image of a preschool educational institution as a means of increasing competitiveness in the educational services market.

There is no aspect of upbringing that the situation does not

would have an influence, there is no ability that would not be directly dependent on the concrete world immediately surrounding the child...

Anyone who manages to create such an environment will make his work easier to the highest degree. Among her, the child will live - develop his own self-sufficient life, his spiritual growth will be improved from himself, from nature...

E.I.Tikheeva

Each preschool institution has its own personality. It is important which kindergarten parents choose for their child, and it is not indifferent to being a more attractive institution for potential employees. Today, it is important to remember that educational institutions are being presented with new requirements and the reputation and image of the preschool institution play an important role. To create a positive image, everything is important from the threshold of a preschool institution to the attitude of the director and teachers towards parents and their children. What is the image of a kindergarten?

Image is not a new phenomenon, but it is relevant and its result is determined by all members of the team. Therefore, each employee understands and shares responsibility for their work of individual components of the image that are within their competence.The image of a preschool educational institution is an emotionally charged image of an educational institution, often consciously formed, possessing purposefully specified characteristics and designed to exert a certain psychological influence on specific groups of society.Just five years ago, the combination of words “image of a kindergarten” sounded at least unusual. And now more and more heads of preschool educational institutions are thinking about targeted work in this direction. The topic is relevant today for many institutions. Every year, competition increases between preschool educational institutions not only in our region, but also in the microdistrict, located, as a rule, at a short distance from each other. Currently, many kindergartens are forced to think about what their advantage is compared to others. And parents have the opportunity to choose the institution that satisfies all their needs. In these circumstances, creating a positive image of a kindergarten seems to be a necessary element in increasing its competitiveness.

Specifically for our institution, image and reputation are very important. Working in an innovative mode, our kindergarten gradually formed its own corporate style of a preschool institution. Each employee is considered as the “face” of the institution, by which the preschool educational institution as a whole is judged. Each member of the team has his own professional image, and at the same time, everyone - managers, teachers, and junior service personnel - is united by a common image: appearance, communication culture, intelligence, friendly smile, attractive behavior, pride in their institution and pupils. The desire to cooperate with him or the institution largely depends on the image of the employee (in particular, the professionalism of the head of the preschool educational institution, personal authority, his leadership style, charm).

I believe that the main subject of image formation is the head and the teaching staff formed by him, and also, due to feedback, various social groups interested in providing educational services. These groups include children and their parents; employees of competitive institutions, employees of educational authorities and municipal authorities, local residents. The main reason why great attention should be paid to the image of the leader is that it is with him that the institution is identified, both by employees and by its clients. Consequently, a lot in how others perceive the organization depends on the leader.

So how do we understand the image of the head of a preschool educational institution? In Dahl's dictionary, the word “manage” is described as follows. “To manage (what), to know (what), that is, to manage, to keep in one’s department, is akin to the word lead - to show the way, or to lead as a boss. To manage - to rule, giving progress, direction, to dispose of, to be the owner, the manager of something.” The manager is defined in the concept of people as the “face” of the preschool educational institution.

A modern head of a preschool educational institution must have high professionalism, competence, organizational skills, efficiency, political culture, high morality, personal authority, and strive for a democratic leadership style. (A high reputation of a leader requires an individual leadership style.) A leader must find a common language with young and old, children and parents, workers of different professions, people of different education, marital status, qualifications, speak simply, correctly, understandably, be able not only to speak, but and listen. An important component of a leader’s image is self-presentation. What matters is the special sparkle in the eyes, the smile, the unique intonation of the voice, and the attractiveness of the demeanor. Particular attention is paid to a smile, which conveys a lot of positive emotions. The main thing is that the image of the leader is attractive to the widest segments of the population.

The main reason why great attention should be paid to the image of the leader is that it is with him that the institution is identified, both by employees and by its clients. Consequently, a lot in how others perceive the organization depends on the leader.

All of the listed components of a leader’s image also apply to a teacher. High demands have always been placed on his personality, since it is he who creates the culture of subsequent generations, raises children and parents, educates and teaches with his behavior, attitude towards people, and appearance.

Children are like tender buds. They need a gardener with a kind face. Only the morally exalted and fluent in the art of “tuning souls.” As research by medical scientist V.F. Bazarny shows, child illnesses are largely due to the aggressive behavior of teachers. The image of a teacher should create the illusion of a major, while hiding weakness, etc. This is useful to learn. Poor health, bad mood, one’s inner discomfort must be able to hide from external view, and always be in “shape”.

You should remember the advice of L.N. Tolstoy: try not to get irritated, achieve your own peace, because in a calm state the matter will be settled by itself. Falling in love with children is the main condition for teaching. A teacher who is in love with children and passionate about his work intuitively and consciously chooses those models of behavior that are most adaptive to the dignity of children and their current needs. The image of such a teacher is impeccable. For a child he is like a spiritual shepherd, a reliable older friend, a confidential interlocutor. His image remains in their memory for a long time, and often forever, as an eternal example to follow. Every family needs a partnership with such a teacher. They are called upon to be consultants to parents, jointly leading the history of the individual development of each child.

“Many thousands of years ago, GOD saw that the vices of people were multiplying and decided to help them. He created Spirits and said: “People have lost their way. What should I do? One of the Spirits proposed to inspire a prophetic dream on people, another - to send manna from heaven, the third - water - from God. And only the fourth, the High Spirit, said: “Put into every person a thirst for knowledge and give them a teacher.” God sent teachers Moses, Jesus Christ, Buddha, and Muhammad to earth. And then he gathered the bright angels and ordered them to be teachers for children. Since time immemorial, angels have been born on earth like ordinary children, grow up and rush to children. These are teachers! The teacher is the first teacher, after the mother, that children meet on their life’s journey. And the child’s joyful experience of childhood and his entire future life depend on how much he is able to give his heart to children. For the most part, teachers are special people: moneyless people who do not crave honors or rewards from fate. But what about the desire to be significant, respected, in demand? And for this they need to be in the center of events, know and understand a lot, remain restless, caring, and strive for self-improvement. A teacher is a “runner”, “jumper”, “perpetual motion machine”, because children want to be healthy. The teacher is a singer, musician, magician, because children love to listen and act out fairy tales and lullabies before bed. A teacher is a guide, a researcher, an experimenter, an encyclopedist, because children enjoy walking, observing, experimenting and love to ask questions. A teacher is an architect, designer, artist, sculptor, because children are always ready to create.

Like the manager, the teacher, each kindergarten has its own “face”. The individuality of our kindergarten is manifested by:

1. In the established stable, creative teaching team of like-minded people. Most of the institution’s teachers have been working in our kindergarten for more than 10 years, 50% of teachers have the highest qualification category.
2. In creating comfortable conditions, an original developmental environment for the kindergarten. Our kindergarten is"Garden of Flowers" : Each age group is named by its own flower. These are: “Lily of the valley”, “Forget-me-not”, “Rose”, “Poppy”, “Chamomile”, “Aster”, “Carnation”, “Narcissus”, “Tulip”, “Peony” “Cornflower”. Each age group has developed its own style of interior design, whereThe main characteristics are taken into account to create a developing subject-spatial environment:

Comfort and safety of the environment;

Providing a richness of sensory experiences;

Ensuring independent individual activity;

Providing opportunities for research.

The visiting card of our kindergarten is an information stand in the shape of a flower.

Our kindergarten is wonderful

There are countless flowers in it:

Narcissus and carnation

Aster and peony,

Chamomile and forget-me-not,

The tulip and poppy are showing off,

And the lily of the valley is so good!

In the bouquet of our garden

And you will find a rose.

1. In the traditions of kindergarten, including:

• Celebrating Mother's Day;
• Celebration of Maslenitsa with pancakes, round dances and burning of effigy.
• Carrying out clean-up work on the territory of the institution together with parents, the result of which is not only cleanliness and order, but also a joint tea party in the fresh air;
• Conducting Open Days for parents of future kindergarten students;
• Carrying out thematic weeks: Space Week, Book Week, Fairy Tale Week, Favorite Cartoon Week, etc.;
• Publishing a newspaper together with parents “My Favorite District”, “Favorite City - Clean City”;
• Holding sports festivals, Small Winter and Summer Olympiads on the territory of the preschool educational institution;
• Decorating the interior of a kindergarten with children's creative works.
• Chronicle of a kindergarten, a book of reviews for parents and guests of a preschool educational institution;

1. Respectful attitude towards every guest.

The results of the activities of the preschool educational institution are covered in the local press, concerts of kindergarten students, not only in the music hall of the institution, but also on various other stages (gala concert of the winners of the regional music competition “Golden Key”, performance at the health festival “For the bright future of the country”). Parent surveys, counseling, and parent meetings are conducted. Active work is underway with nearby schools, a library, health care institutions, and a palace for children and youth creativity. In the office of the head of the institution there is a place of honor for the achievements of the preschool educational institution (diplomas, certificates, letters of gratitude).

After 15 years of activity as the head of a preschool educational institution, it is clear to me that to create a positive corporate image, the following is necessary: ​​the desire to see your institution as very necessary and attractive, the ability to unite the team (not only pedagogical, but in general). A kindergarten should become not only for the child, but also for the entire kindergarten staff and parents - a territory of joy.

The activities of MBDOU "Kindergarten" No. 86 are greatly influenced by the external and internal environment.

External environment MBDOU "Kindergarten" No. 86:

Proximity of educational institutions (schools);

Library;

Drama Theater;

Historical and Art Museum;

School of Music;

Museum of Book Culture.

The connection of a preschool institution with a theater, library, music school and museums helps to introduce preschoolers to the history and culture of society. The joint work of preschool institutions and schools ensures high-quality preparation of children for school.

Management in a preschool institution is carried out on the basis of the principles of unity of command and self-government. The general management of the institution is carried out by the Pedagogical Council, which includes all teachers. It resolves issues of its activities at meetings, which are held at least once every 2 months.

The direct management of the institution is carried out by the head of Figure 1. The staff of the MBDOU is 32 people. The structure by employee categories is presented by the following data:

Management staff - 3 people

Teachers - 17 people

Technical staff - 12 people.

Figure 1 - Organizational structure of MBDOU "Kindergarten No. 48 Sunny Bunny"

The MBDOU employs professional teachers Figure 2: deputy head for educational and methodological work, physical education instructor, music director, six educators - have the highest category (45%); head, six teachers are certified in the first category (35%); four teachers (20%) matched the category.

Figure 2 - Certification of personnel of MBDOU “Kindergarten No. 48 Sunny Bunny”

The largest number of employees have higher education. This is shown schematically in Figure 3. The data shown in Figure 3 indicate that in MBDOU “Kindergarten No. 48 Sunny Bunny” the staff has a sufficient level of education. The largest number of employees (62%) have higher education, and only 39% of the staff have specialized secondary education. There are no employees who do not have any education in the institution.

Figure 3 - Personnel structure by level of education

Table 4 - Age composition of employees

The data presented in Table 4 show that the institution has the largest number of employees - from 35 to 45 years old; this age group has the largest share in this structure - 35.6%.

In second place in terms of the age structure of the personnel are workers over 45 years old. By a small margin - only 2.4%, third place is occupied by the age group of employees from 25 to 35 years. The smallest share in the age structure is occupied by employees under 25 years of age. Depending on the total length of service and length of service, employees are distributed as follows:

The data presented in Table 5 show that the largest share in this personnel structure is occupied by employees with experience from 5 to 10 years (32.4%), In second place in this personnel structure are employees with experience from 10 to 20 years (25. 6%).

Third place is occupied by workers with 20 to 30 years of experience (15.1%). Workers with 2 to 5 years of experience have a small share - only 12.5%. Not at all experienced and young specialists occupy a small share in this structure - only 8%. The smallest share belongs to the group of workers with over 30 years of experience. Their share was 6.4%.

Table 5 - Employees' length of service

In general, based on the analysis, we can say that in MBDOU “Kindergarten No. 48 Sunny Bunny” there is a close-knit team, the average age of which is 40 years, with experience from 10 to 20 years.

Porter's five-factor model table 6. The product is preschool educational services. Consumers are city families with middle and high incomes.

1. Threat of invasion by new participants (opening of kindergartens).

Entry barriers:

Obtaining a license. This industry is one of those industries where obtaining a license is a big problem, a costly problem. In order to obtain a license to provide preschool educational services, it is necessary to collect the following documents: charter of the organization, confirming registration with the tax authorities; premises rental agreement or owner agreement; the conclusion of the SES and firefighters that the rules necessary for conducting educational activities have been observed in the premises; educational program; a document confirming the availability of material and technical base and educational literature; information about the composition of the teaching staff, the number of children.

High level of responsibility. The kindergarten bears full responsibility for the life and health of children, so the security system must be thought through to the smallest detail.

Attracting highly qualified personnel. It’s not easy to find experienced teachers who are proficient in various advanced methods of upbringing and education, and even with recommendations. Even if such a teacher is selected, in order to attract him to work it is necessary to provide him with a decent salary, to provide non-monetary incentives. In addition to teachers and methodologists, the kindergarten needs cooks, nannies, music and physical education teachers, and security guards.

Support from the city administration. Today the administration is interested in the creation and reconstruction of kindergartens, and is offering an assistance program for opening kindergartens on the basis of a municipal order.

2. Power of suppliers.

The lessor is the state. Concluding an agreement with the state ensures the stability of the institution’s functioning.

Number of suppliers. A small number of universities specialize in providing qualified teachers.

3. Consumer power.

Number of consumers. A large number of consumers ensures a high level of demand for preschool educational services. Due to the shortage of places in kindergartens when a new one becomes available, consumers are eager to make every effort to ensure that their child gets there.

Uniformity of services provided. The uniformity of the services provided will not have a negative impact on any child care institution, because Today, demand greatly exceeds supply.

4. Substitute goods.

Home gardens. The fact is that in addition to legal kindergartens, officially registered according to all the rules, there are home kindergartens that do not appear in the statistics in any way, for the reason that they operate semi-legally. This type of business has existed for a long time and is in demand because... There are no places in kindergartens for everyone, so I send children to kindergartens - apartments. This type of business will continue to exist in the future, because... consumers provide demand for preschool educational services.

Nannies. Inviting a nanny - not many parents can afford this, because... As a rule, payment is hourly, but all the time and attention is given to one child.

5. Competition in the industry. When considering only homogeneous kindergartens, it can be noted that there is no competition in the industry.

The only competitor “Kindergarten No. 57” of a health type (of appropriate specificity) has been operating in the industry for a long time and has proven itself in the market.

If we consider not only homogeneous kindergartens, but also other kindergartens, we can say that the level of competition will not be very high. There is no struggle for the consumer - client; clients themselves find the kindergarten they need.

Table 6 - Influence of factors on the company’s competitiveness in the industry

The dominant factor that has the greatest impact on the competitiveness of companies is the availability of substitute goods, the weighted assessment of which is -0.9. The factor “invasion of new players into the industry” has a positive effect on competitiveness, creates barriers to entry for new players and provides opportunities for the development of existing ones.

SWOT - analysis of the institution's activities

S - Strengths

1. The professional competence of employees ensures the growth of the overall professional level of teachers, and also ensures the absence of personnel instability. Comprehensive competence is an important component in the all-round development of every child.

2. A small number of children in the group ensures an individual approach to each child.

3. Organization of public events: holidays, exhibitions, competitions.

4. Additional services.

W - Weaknesses.

1. Unstable state support in the field of financing.

2. High level of responsibility.

O - Opportunities.

1. The innovative process in the preschool education system will increase the competitiveness of the company.

2. Diversification. Possibility of opening a larger number of paid additional services in kindergarten.

3. Lack of strong competition in the industry.

4. High demand for preschool educational services.

Table 7 - SWOT analysis of the institution’s activities

SiV - The main mechanism of activity of a developing preschool institution is the search and development of innovations that contribute to qualitative changes in the work of the preschool institution.

The main direction of innovation activity is the implementation of the educational program. Using innovations, not only educators work in our kindergarten, but first of all educators - teachers. It is on innovative processes in preschool educational services that the main emphasis should be placed in the further development of the company. Taking advantage of such an opportunity as diversification, an opportunity will arise based on additional services. This will bring additional income. Such a strong point as the professional competence of the staff, which provides an almost individual approach to each child, and the factor of the absence of strong competition will allow us to take one of the leading positions in the market and create certain barriers for competitors.

M&S - Such strengths as the professional competence of the staff, the use of innovative processes, a small number of children in groups, the organization of social events, and an additional list of services will allow you to defend your market share when new competitors appear.

SlV - Such an opportunity as diversification, namely the opening of various clubs on the basis of a kindergarten, will allow you to make a big profit. Innovative processes will allow us to take a leading position in the market.

SLU - The preschool educational services industry involves a high degree of responsibility; the state regulates the activities of each company in this industry.

SWOT analysis indicates areas of development of the company’s activities that need to be developed to strengthen weaknesses and reduce the impact of threats:

1. The main focus should be on the innovative activities of the educational program, the development and implementation of a system for advanced training of personnel.

2. Differentiation. It is the opening of circles and sections that will stabilize the financial position of the company, due to the fact that this will provide an additional influx of finance.

3. Active marketing policy. Receiving grants. Income from rental of unused business premises.

SWOT analysis made it possible to highlight the strategic tasks facing the kindergarten: providing equal starting opportunities to all preschool children; creation of an educational environment that meets social needs; carrying out its activities on the basis of the legislation of the Russian Federation.

Thompson - Strickland matrix. To analyze the company's competitiveness using the Thompson-Strickland matrix, we identified the main competitors today: kindergarten No. 57 of a health type (corresponding focus).

I would like to clarify each key success factor for a kindergarten:

1. Consumer trust (image).

2. Interaction with the administration. The city administration provides an opportunity to take a certain share in the preschool educational services industry by providing support.

3. Additional services. In addition to standard educational services, the kindergarten offers additional services.

4. Location. Advantageous location in the city center.

Table 8 - Thompson - Strickland matrix

After analyzing the table, we can conclude that kindergarten 57 is influential in the market, but this is due to the lack of competitors. Kindergarten 48 does not lag behind its main competitor, and keeps pace with it in the industry, and, taking into account the weighting coefficients, we can conclude that kindergarten 48 has prospects.

This type of service is at a growth stage; in order to prolong the growth stage as much as possible, an institution can resort to the following strategies:

1. Expand the range of additional services provided.

2. Diversification will allow the company to receive additional income (participation in grant programs for city enterprises, leasing unused business buildings).

Having analyzed the competitive environment and identified the target segment, we can highlight the estimated market capacity; the demand for preschool educational services allows us to fill all production capacities at the time the kindergarten operates.

Olga Khvostikova
Increasing the competitiveness of preschool educational institutions

INCREASED COMPETITIVENESS KINDERGARTEN THROUGH FORMATION OF ITS IMAGE

Khvostikova Olga Vitalievna,

head of municipal

budget preschool

educational institution

"Kindergarten No. 79",

Kamensk-Uralsky,

Sverdlovsk region

Increasing every year competition between preschool educational institutions. In the near future, many kindergartens will be forced to think about what their advantage is compared to others. And parents will have the opportunity to choose the institution that meets all their needs.

In the same time promotion the social status of preschool education is one of the goals of the Federal State Educational Standard. According to this standard, the creation of an educational environment must ensure the openness of preschool education. In these circumstances, creating a positive image of the kindergarten seems to be a necessary element increasing its competitiveness.

The main advantage of the image is the created idea of ​​the kindergarten as a successful, prestigious, comfortable institution that influences not only the external environment, but also the internal one.

It is for this purpose that our institution has developed a corporate image promotion project "Childhood Territory".

Objective of the project: the formation of a unified pedagogical space and a positive attitude towards kindergarten.

Project objectives:

maintaining sustainable quality of educational services, while monitoring consumer requests and product quality competitors;

creating a system of individuality of an educational institution through the development of educational requests;

broadcasting information about innovative activities of the kindergarten in the media;

ensuring a stable position in the target segment of the educational services market, creating the necessary communications;

presentation to the consumer of the preschool educational institution’s value system.

The structural components of the image of Kindergarten No. 79 are presented in the following slide:

External image is the symbols that are associated in the minds of others with the kindergarten. In our garden This:

The emblem of the preschool educational institution, which reflects the name of the kindergarten;

Chronicle of the kindergarten, i.e. a book of reviews for parents and guests of the preschool educational institution,

photo albums;

Employee badge;

PR events: organization of open days, presentations, participation in specialized exhibitions;

Business etiquette, professional ethics;

Presentation films;

Landscaping of the territory of the preschool educational institution.

The internal image is a view of the Kindergarten through the eyes of employees, as well as through the eyes of parents and children when communicating with them. It manifests itself in the attitude of employees to work, the manager and parents, their enthusiasm, and dedication to the kindergarten.

The corporate culture of a preschool educational institution, which is understood as a set of beliefs, attitudes, norms and principles of behavior, traditions common to

all employees.

Project implementation stages

I. Organization of events by the kindergarten itself.

The purpose of such events is to form a positive attitude towards the educational institution. They are aimed at both internal and external target audiences.

At events of this kind, the positioned product is transferred to the target segment with the help of marketing communications: press releases, PR campaigns (slide presentations, special promotions (open events with the participation of parents, kindergarten graduates, labor veterans and pensioners of preschool educational institutions, etc., presentation of projects.

II. Participation in joint events with interested partners.

At this level, the positive image of the preschool educational institution was promoted through marketing activities. They are aimed at external target audiences and are carried out to satisfy interest in the preschool educational institution and its educational services. Information is transmitted through various channels free of charge basis: exhibitions of children's creativity at public transport stops, photo gallery on the kindergarten website. The result of indirect stimulation of consumers of educational services should be the creation of favorable public opinion.

It is important to involve the media (television, print, generalization of experience attracted for "publicity". The district deputy also plays a certain role, lobbying the interests of the preschool educational institution in the authorities and forming a positive public opinion (providing sponsorship).

III. Participation in events of third parties

The purpose of participation in events of this level is to position the preschool educational institution through various types of communications. By participating in events of third-party organizations, the educational institution declared the degree of significance of its educational requests, monitored the monitoring of the educational services market and developed a promising list of educational services taking into account requests that are significant not only for its market segment.

The main components of the project can be accessed attribute:

Creation of a subject-development environment on the territory of a preschool educational institution (kindergarten areas are equipped with both standard and non-standard equipment, a project is being developed "Path of Health");

Creation of visual information media, the Internet (stands, newspaper and kindergarten website, which serves as a means self-presentation: teachers have the opportunity to present here their pedagogical findings and publish the fruits of their creativity);

Cooperation with the media (media coverage of innovative events);

Participation in competitions at all levels(city, regional, all-Russian);

PR – events;

Broadcasting of teaching experience (internship sites for the urban teaching community and methodological associations for beginning teachers).

To increase the number and promotion quality of services provided in kindergarten, a forecast plan is being developed for the organization of studio and circle educational services, taking into account the needs of parents and the desires of pupils, which is also an incentive for healthy competition among the teachers themselves.

Thanks to the implementation of this project, kindergarten students and staff are increasingly becoming winners of both city and all-Russian competitions.

We can say with confidence that the success of an educational institution today is determined by the adequacy and speed of the kindergarten’s response to changes in the external environment.