A study on competitive strategy of a driving institute: A case of Institut Memandu Cangiran / Dayang Saliana Abang Alli Bolhassan ...[et al.]

This study is to analyze and to study the competitive strategy that has been implemented by Institut Memandu Cangiran (IMC) since its first commence its business in 1998. IMC managed to perform and compete with its competitors by implementing effective strategies to be one of the viable players in the market. Based on the finding, problems facing by IMC have been identified and further recommendations on how to rectify and solve the problems in order to strengthen IMC position in the driving institute industry. The response on the level of customer's perception on factors such as price, quality of service, packages and services, locality and facilities offered and SWOT analysis of IMC are further discussed in this paper. There are some internal and external problems of IMC
that need to be improved to further enhance IMC strategic plan. Thus, this paper recommends the firm to develop mission and vision statements of IMC, to improve the
condition of facilities at IMC, to increase IMC marketing strategies and to implement Employee Recognition Programs to the staffs of IMC.