External Analysis

Porter’s five forces of St. John Ambulance-

1. Threat of Substitution- St john Ambulance is a leading provider of First Aid & Health and Safety
courses and a renowned charity organisation. However, other training schools like coast2coast
First Aid/CPR, First Aid 4U Training which are WSIB and Canada labour code compliant have
made their presence in London and is gaining a higher customer satisfaction rate. First Aid 4U
offers first aid and CPR throughout Ontario in both public and private settings. First Aid 4U has
the largest privately owned training facility in Canada. Any aspiring student who wants to study
CPR or First Aid have a high possibility in choosing coast2coast First Aid/CPR, First Aid 4U due to
its popularity and its social media as well as reviews about the training schools and instructors.
SJA does not have that many ratings because of which an individual may take up training from
other schools.

2. Competitive Rivalry within Industry- As St. John Ambulance is not a profit-making organisation
and the funds are used for charitable work. The organisation is not left with any funds for
marketing and advertising. Other competitors spend money in the advertising, infrastructure
and in promoting them in social media. That’s why SJA sales focuses more on existing client
rather than getting new.

3. Supplier Power- Considering the present situation, SJA has no control over the pricing of the
courses or the medical products as there are other alternative for the consumers to look for.
Along with the pandemic restrictions to conduct the class with only half the strength is another
major drawback. The first advantage SJA has is the organisation’s good-will and its gold standard
in teaching the courses. The second and the main advantage for SJA would be in costing their
courses e.g., The Standard First Aid and CPR Level C/AED course provide by firstaid4u will cost
around $129+ HST but the same course in SJA will cost around $95.

Reference:
https://firstaid4u.ca/all-courses/

https://portal.sja.ca/eRegistrationSearch/class/?adx_eventid=c29b92e8-d81d-eb11-9475-
000d3aff239a

4. Buyer Power- As stated above consumer has the whole power to choose from the number of
training schools available in London. It completely depends on the buyer’s behaviour if he/she
would opt for an institute well-known in the social media platform or an institute with an un-
compromising standard.

5. Threat of New Entry- The last but not the least threat would be the new start-ups by the own
passed out student or any privately owned organisation that can take their share in the market.
The Government or the Central health department can also pose a threat if SJA’s courses are not
aligned with their changing health and safety guidelines