The Problem or Opportunity Situation and the Analysis Plan6
Research Questions6
Research Objectives6
Research Plan to Gather Data6
Analysis and Findings10
SWOT of Crispins10
PESTLE Analysis15
The BCG Matrix17
The Marketing Mix Model18
Porter's Five Forces Model20
Blue Ocean Strategy25
Analysis according to Six Paths Framework26
Path 1 Industry26
Path 2 Look across Strategic Group27
Path 3 Look across the Chain of Buyers27
Path 4 Look across Complementing Services and Offerings27
Path 5: Look across Functional/Emotional Appeal for Buyers28
Path 6: Look across time28
Suggested Blue Ocean Strategy28
Proposed Action Plan28
Broad Strategies for Sustainability28
The Business Plan30
Marketing Strategy30
Target market30
Services31
Advertising and Marketing33
Positioning34
Human Resource Strategy36
Financial Strategy37
Financial Projections38
Projected Income Statement39
Projected Balance sheet40
Plan Evaluation40
Performance Monitoring System41
Critical Success Factors43
Change management plan44
Capacity Assumptions44
Peak Demand44
Conclusion and Recommendations46
References49
Integrated Case Study
Case Study Brief
Back Ground of the Situation
As Brooks Club was on the verge of bankruptcy, Wates Estates, were still committed to the concept of the club, and furthermore had successfully completed leases on other units in the complex, based upon the fact that these fitness facilities. After the investment from wates estate, the club was named as Crispin's.
Crispins is a subsidiary of Fitness First Holdings, owns and operates health and fitness clubs. Fitness First's clubs offers exercise equipment, weight management programs, exercise classes, spas and steam rooms, tanning beds, and lounges. The company operates in Europe, Asia Pacific and the Middle East. It is headquartered in Poole, the UK and employs around 20,000 people. Fitness First is a fitness and health club engaged in providing exercise equipment, weight management programs, exercise classes, spas and steam rooms, tanning beds, and lounges. The company operates in 15 countries and franchises in six countries. The company's health club is equipped with gymnasium, aerobics studios, changing facilities, sauna, steam rooms, lounge and beauty salon. The clubs have a free video and DVD library, 16-channel entertainment system and provide complimentary soft drinks, coffee and tea. The clubs offer a combination of health and leisure services. Its programs include dance, aerobics, step classes and body building classes. In addition, the clubs offers group fitness classes that include Body Pump, spinning, step first and yoga. It offers relaxation facilities including aromatherapy, saunas, and beauty therapy and sun beds. Wates states covered the lease requirements for the fitness club. Wates Estates are comforted with the progress that has been achieved with Crispins and have now realised the potential of diversification beyond the business of estate management, in which they have a 90-year history. As a trust body, Wates Estates have substantial funds backed with an equally substantial fixed asset portfolio of freehold property around London and the surrounding counties.
Problem Analysis
The most serious issue that the club was facing was the lack of operating funds. This year Wates Estates acquired an 80 per cent shareholding in Apex Fitness Ltd and injected substantial venture capital to rescue the situation. To run the club smoothly, the management needs to ensure that it remain sustainable in all the strategic operations. For this purpose, the club wants to gain the most of ...