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  • Evaluating the Attractiveness of the Segment of Online Educational Services Provided by Small and Medium-sized Businesses

Evaluating the Attractiveness of the Segment of Online Educational Services Provided by Small and Medium-sized Businesses

Student: Pankratova Anastasiya

Supervisor: Tatyana Podsypanina

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This paper analyzes the online education market in Moscow. the main analysis is based on the porter five forces model, the macro-environment analysis using PESTEL analysis, and the construction of a map of strategic groups relative to public and private companies in the studied sector. The subject of this paper was chosen due to the increase of this market, which even increased in the recent spread of the virus COVID-19, as well as the growing interest of investors in selected knowledge-intensive market from both private individuals and the government of Moscow. The online education market in Moscow is one of the priority areas among EdTech services in Russia, with online platforms for teaching schoolchildren, foreign language schools, platforms with various courses and business education occupying key positions in the rating. The object of this research is the segment of online educational services of the Moscow education market, while the subject is the factors that determine the attractiveness of the segment of online educational services provided by small and medium – sized businesses. The relevance of this work is due to the growth in the consumption of services in this market, which even increased in the context of the recent spread of the COVID-19 virus, as well as the growing interest of investors in the selected knowledge-intensive market from both individuals and the government of Moscow. The purpose of this work is to evaluate the attractiveness of the segment of online educational services provided by small and medium-sized businesses.

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