Business analysis and development of a tutorial center in Macau

The purpose of this study is to conduct a business analysis of the Tutorial Centre COSTA, in Macau, and make recommendations for achieving long term sustainability. The center is run as a family business and it is the main source of income for the family. COSTA is now facing two main challenges. First, because of the labor shortage in Macau,
people who could be tutors like university students can find more attractive jobs in other industries. Second, because the capacity of the centre is limited to 60 students and the operation costs have increased in recent years, the long term sustainability of the center is uncertain.
Data was gathered through questionnaires distributed to tutors, parents and students, as well as through official statistics. The finds suggest that for tutors the main issue is student learning and to a lesser extent the center climate; for parents, the two main issues are student support and homeQcenter cooperation; and students they do not indicate one area to be of particular concern. Recommendations for strategy and marketing are included as well as an action plan.