LTO Profile ElacSummer Vacations was established in 1991 under the name Eastbourne Language andActivity Centre.
It was initially a homestay course based at Park College inEastbourne but since then, the organisation has grown and during the summerthey run 8 multi-national residential as well as homestay centres in a range ofhigh-quality boarding schools and university campuses around the UK. Everysummer, Elac welcomes almost 3,500 young and teenage learners from Asia, Europeand Latin America. Eventhough Elac Summer Vacations is a relatively small organisation, it is aBritish Council accredited EFL centre and is also a member of English UK andYoung learners English UK. It provides English language summer courses tostudents aged 12-17 that focus on communication, oral fluency, pronunciationand skills development. The communicative syllabus in place attempts to assiststudents to develop functional English, immerse them in the English culture andthrough that help them to communicate both with native speakers and makefriends from other countries, hence developing their interactional skills. For thesegoals to be achieved, the organisation recruits only qualified EFL teacherswith experience in ELT and has set up a teacher support network that includesimmediate support by more qualified members of the staff as well as someprofessional development sessions and workshops. Finally, to ensurehigh-quality teaching, a variety of resources is available to teachers n orderto accommodate their students’ exact linguistic and interest needs.
Key Stakeholders”Key stakeholders are the groups andindividuals that have an interest in the well-being of the company and/or areaffected by the goals, operations or activities of the organisation or thebehaviour of its members.” (Freeman, 1984, p. 46 ) Inthe case of Elac, the internal stakeholders are the managers who are at thesame time the business owners, other members in managerial positions and theteaching staff. The connected stakeholders are the students as well as theforeign language schools or vacation agencies responsible for bringing thestudents to Elac Summer Vacations. I believe that the main influence comes fromthe owners whose interests sometimes might be in conflict with changes inpractices proposed by other managers. A secondary influence might come from theclients, students in our case who are interested in value for money and the quality of the product they receive, thatis the entire summer school experience.
Situation Analysis -Principles, Methodology and the SWOT Analysis Agood starting point would be to define the term ‘situation analysis’ in orderto better understand the need for conducting one. Witkin and Altschuld’s (1995), (p. 4) definesituation analysis as “a systematic set of procedures undertaken for thepurpose of setting priorities and making decisions about programme or organisationalimprovement and allocation of resources. The priorities are based on identifiedneeds.” Therefore,a situation analysis is a series of logical steps that aim at identifying and describing the needs as well as the contributingfactors to those needs and ultimately compose a suitable plan for those needsto be met. Witkin and Altschuld (1995) identify 4 reasons that deem a situation analysisnecessary.
The first reason focuses on the fact that the situation analysis ina way standardises the process of information gathering. Secondly, prioritisingneeds and specifying the steps towards a solution is another important reason.The third reason has to do with the fact that a situation analysis ultimatelyleads to the identification of the action that need to be taken in order toimprove the services, operations and organisational structure of the situation.Lastly, the fourth reason refers to resource allocation and how to best exploitwhatis available.
Whencarrying out a situation analysis one can choose from a collection ofmethodologies that can be generally divided into two categories, inductive anddeductive methods respectively (Berwick, 1989). Deductive methods refer to the use of anextensive range of tests (West,1994), observations and surveys based on questionnaires (Yalden, 1987). For thepurpose of this specific situation analysis an inductive method has beenselected. It is called SWOT analysis and it employs the use of a four-sectionmatrix. Morespecifically, the SWOT analysis is a strategic planning tool used by educationalorganisations in order to clarify the objectives of a specific project andfactor in both the positive and negative aspects of school systems andprocedures. SWOT takes under consideration 4 factors: internal forces, meaningstrengths and weaknesses and external forces, that is, opportunities andthreats (Osita, Onyebuchi& Justina, 2014).
The reasonwhy this method was selected is because according to Piercy and Giles (1989) this technique hasmany benefits as it is simple enough and readily accessible and mostimportantly, it provides the opportunity to combine and assess a heterogeneouscollection of quantitative and qualitative information, of known and unknownfacts, essential to strategic planning. Therefore, its purpose is to collect,analyse, and evaluate information and identify an organisation’s strategicoptions. Finally, it should be noted that data collection wasconducted by myself as part of my position as Academic Manager in the LTO.