market research

Industry Overview:
The South African training and development sector is rapidly growing as businesses increasingly prioritise employee upskilling and compliance with SETA-accredited standards. With the Fourth Industrial Revolution (4IR) influencing workplaces, companies are seeking modern, technology-driven learning solutions to stay competitive.

Market Trends:

  • Rising demand for Services SETA-accredited and internationally recognised training programmes.

  • Shift towards customised corporate training tailored to organisational goals.

  • Increasing adoption of blended learning – combining instructor-led sessions with digital platforms.

  • Partnerships between training providers and tech organisations to offer innovative learning experiences.

Target Market:
SET primarily serves corporate clients seeking professional development and compliance training for their teams. Secondary markets include individual learners aiming to enhance career opportunities through accredited qualifications.

Competitive Landscape:
Competitors include national and regional training providers accredited with various SETAs. However, SET differentiates itself through:

  • Customised training solutions aligned to client needs.

  • Instructor-led lectures integrating the latest technological trends.

  • Affiliation with APMG International for global standards in training and certification.

  • Collaborative partnerships with other training organisations for advanced learning solutions.

SWOT Snapshot:

  • Strengths: Accredited, experienced instructors, tailored programmes.

  • Weaknesses: Limited brand awareness compared to national chains.

  • Opportunities: Expansion through online learning and corporate partnerships.

  • Threats: Market saturation and evolving digital learning competition.

Conclusion:
Specialised Enablement Training is well-positioned within South Africa’s growing corporate training sector. Its strategic focus on accreditation, technology, and client-specific solutions ensures continued relevance and competitiveness in a dynamic skills-driven economy.