INTEGRATED CASE STUDY

Integrated Case Study



Table of Contents

Case Study Brief3

Back Ground of the Situation3

Problem Analysis4

Analysis Plan4

Introduction5

Report Design and Rationale5

Core Models5

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 ...