Carolina Rodrigues De Almeida Prado
Master's – The competition among private law schools
Advisor: Prof. Dr. Paulo Roberto Feldmann
Comission: Profs. Drs. Nuno Manoel Martins Dias Fouto, Reynaldo Fernandes and Marcio Shoiti Kuniyoshi
Private faculties in the education industry, especially those in higher education, are inserted in increasingly competitive environments. They are the majority of both in the number of faculties and in total enrollments compared to public schools. This large offer of private faculties makes it difficult, both for future students and for the market, to identify the schools that have the highest quality. Despite this aspect, there are few theoretical studies dedicated to this industry. Addressing this gap, the aim of this study was to analyze within the Law course whether the quality of private schools is reflected in the amounts charged as tuition. To achieve this objective, the industry of higher education in law in the city of São Paulo was described, segmented, and quantitative variables were used. The Bar exam approval rates (secondary data) and the tuitions of the twenty-eight private schools (primary data) represent the quantitative variables. During the structural analysis of this industry (using the Porter´s methodologies) was observed that the sector presents an average attractiveness. Rivalry among current competitors is high, while customer power and the threat of substitute goods are low forces, and the threat of new entrants and supplier power are moderate forces. In the segmentation of this industry, two theoretical models were used. In both, three of the twenty-eight schools had a greater number of students who took the bar exam compared to the sum of the other twenty-five private schools in the study. Therefore, it is possible to evidence the concentration of the Brazilian private education system, which could increase with the financial crisis generated by the Covid-19 pandemic. Finally, the collected and selected data corroborate to the literature that the quality of the education offered can be reflected in the tuition fees at the faculties. Having found such results, it was possible to identify two recommended strategies for private schools: or they opt to act in a differentiated way as an elite faculty that despite offering few courses has an excellent reputation / status, or they would act through large scales offering courses in various areas.
*Abstract provided by the author