1、Y2-ACC-B5 09117774 Yang Xueli 2010/11/21Xian Jiaotong-Liverpool University西 交 利 物 浦 大 学Year 2X Homework Submission (First Draft)Homework Submission (Second Draft)Course Work Submission Put an X in the box to show whether this is homework or a credit-bearing coursework assignmentName Yang (Surname) X
2、ueli (Other Names)ID Number 09117774Programme AccountingModule Title SWOT analysisModule Code EN1043AAssignment Title SWOT analysis on Champs GymSubmission DeadlineSunday, November 21, 2010,08:00pmTutor Responsible Stuart ChampionI certify that: I have read and understood the Universitys definitions
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6、ate PenaltyFor Academic Office use:Y2-ACC-B5 09117774 Yang Xueli 2010/11/21SWOT Analysis for the Champs GymIntroductionDue to the rising awareness of fitness and health globally, gym industry has become increasingly popular in the recent decade. Champs Gym, the first of a planned chain of gyms acros
7、s Britain, obtained a foothold in Wallasey in 2010. Even though the gym provides a range of professional facilities and diverse personal training, there are still several problems appeared in the operation. The report below will demonstrate both internal and external factors of Champs Gym based on t
8、he SWOT analysis, including its strengths, weaknesses, opportunities and threats.Strengths Initially, majority of employees in Champs Gym are sophisticated and responsible. This may result in positive brand image and reputation for the corporation in the long term. For instance, qualified fitness an
9、d swimming instructors are provided for avoiding unnecessary injury in the training, as well as professional child supervision in the crche can bring convenience to parent clients with children. Moreover, the 15-year experienced manager hired from the rival gym may select suitable and competitive st
10、rategies for the newborn. On the other hand, staff in Champs Gym is primarily young and this possibly forms an enthusiastic and energetic atmosphere for clients. Additionally, Champs Gym offers a variety of facilities for diverse clients, including not only cardiovascular and resistance equipment, b
11、ut also entertainment ones. Over 150 professional facilities, such as treadmills and hand bikes, are arranged for clients to experience effective and personal training with the assistance of trainees. Apart from that, unisex saunas and low pressure showers are also available for leisure requirement.
12、 Therefore, people can come to Champs Gym to avoid obesity and minimize pressure at the same time. In this case, it is likely to obtain higher-level consumer loyalty if the gym updates equipment regularly and keeps the comfortable environment. Attractive promotions appear to be another advantage. Ch
13、amps Gym provides 6 Y2-ACC-B5 09117774 Yang Xueli 2010/11/21different kinds of special offers for diverse clients during different periods. For example, it costs only 20 pounds every day for a family of 2 adults and 2 children and students can benefit from 15% discount all the time. Moreover, half d
14、iscount with free shuttle transportation was offered for people over 55 on Wednesday and Friday mornings. If members are accompanied by friends, their friends may obtain 50% discount for the day, 20%discount for the month and 15% discount for the year. According to these special offers, the Champs G
15、ym may attract a multitude of potential consumers, especially to the elderly and students.Weaknesses Unqualified instructors in Champs Gym should also be noticed for risking clients heath. As the Daily Echo mentioned, an unqualified instructor in Champs Gym encouraged one of the client to force the
16、body into a dangerous position as a result of serious injury. Furthermore, another client also complaint that an unqualified instructor in this gym once dropped a 20 kilo weight on his foot and led to many convenience in his life. Therefore, clients can remain significantly negative image of Champs
17、Gym due to its irresponsible behavior of hiring unqualified instructors. According to some clients, young consumers might rest properly since the gym sometimes is filled with the elderly. It is possible that due to the special offer for people over 55 on Wednesday and Friday mornings, the elderly te
18、nd to select these periods to exercise in Champs Gym. If other clients, especially the young ones, obtain personal training during the similar period, uncomfortable feedback can be received. Therefore, people may consider it a gym for the elderly and misunderstandings of the gym can be gained. Oppor
19、tunities The number of Old Age Pensioner members in Champs Gym appears to rising in the recent four months. Since the economy is relatively weak and young people Y2-ACC-B5 09117774 Yang Xueli 2010/11/21tend to spend less time on entertainment, the number of elderly clients now accounts for approxima
20、tely half of the members in Champs Gym. On the other hand, it is also believed that the special offer for the elderly really works and it raises major concern among OAPs. In this case, the gym can provide more proper training and special amenities for the elderly in order to obtain more potential pr
21、ofit in the OAP market rather than adults and student market. Another opportunity to the gym can be the increasing rate of adult obesity which usually results in diabetes, strokes and heart disease according to David Rose. It is additionally pointed out that energy-dense and sedentary lifestyle shou
22、ld be promoted in the obesogenic environment and government is likely to contribute to these health-related activities. Therefore, Champs Gym may participate and play an important role in these campaigns and advertise its training lessons at the same time.Threats The most notable threat to Champs Gy
23、m is supposed to be the continuous lack of adult and student members currently. Due to the negative economy and less interest on leisure, adults and students tend to quit the Champs Gym regularly during the several months of 2010. Moreover, some young clients sometimes obtained uncomfortable feedbac
24、k of the gym when they saw majority of the clients are elderly. The tendency of decrease among young clients in Champs Gym demonstrates that the internal environment and facilities is not energetic and attractive enough, while the gym should pay attention on improvement of young adult training activ
25、ities. Unqualified trainee may also be a threat to Champs Gym if other competitors choose to hire qualified instructors. Since the unqualified trainee led to risks of clients fitness, people will connect these events with irresponsible image of the gym and tend not to become its members. Conclusion
26、and RecommendationY2-ACC-B5 09117774 Yang Xueli 2010/11/21In conclusion, The Champs Gym processes several internal special advantages, such as sophisticated employees, impressive promotions and a multitude of facilities. However, several weaknesses and potential threats should also raise significant
27、 concern, such as unqualified trainee and lack of energetic environment. It is suggested that the gym should selectively alter some of its training plans according to diverse target consumers and focus on the balance of elderly and young clients. Furthermore, Champs Gym can grasp the opportunity of impressive promotions and carry out more Word count: 988
