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Critical Success Factors (CSF)

• Having a website helps in market expansion that can be accessible by any potential customer that has internet excess.
• Range of classes will help bring more customers and meet the requirement of obese people.
• Frequent promotional activities helps in identifying something new or different that offers value to the customers.
• Promotional activities creates new content and communication activities.  

                                                                                                     Done by Malvika Olee 

TOWS Continued

O1 + S3 = Range of classes and activities can help tackle obesity.

O2 + W4 = LA Fitness can open new clubs due to the economic boost in health and fitness industry.

O3 + W4 = LA Fitness can expand their clubs to brazil to increase potential customers.

T1 + S3 = Range of classes can meet the requirements of older generations

T2 + S2 = Promotions will make their classes and activities affordable in recession and when customers incomes are low.

T3 + S2 = Good promotions will give LA Fitness a competitive advantage

T3 + W1 = They should change their equipments to atrract customers

Done by Susma Rai

TOWS Analysis on LA Fitness

Strength

S1: Have a website ( www.lafitness.com )
S2: Frequent promotional activites
S3: Offer a wide range of classes and lots of facilities

Weakness

W1: Unpopular gym equipment
W2: One main supplier
W3: number of clubs sold in order to reduce debt ( Thomas, 2014 )
W4: Scarce located gyms

Opportunity

O1: High obesity level
O2: Economic boost in the health and fitness department
O3: Brazilian gym industry is the second largest in the whole world

Threat

T1: Ageing population
T2: Recession
T3: Competitive market

Done by Susma Rai

SWOT Analysis on LA Fitness

I am Susma Rai and in charge of SWOT & TOWS Analysis. 

Strengths 

1. Fast growing company
2. Free Parking
3. Free Wi-fi
4. 24/7 Access
5. Group classes such as yoga, dance and spin classes that will bring in more female customers.

 Weaknesses

1. Dirty Bathrooms
2. Overcrowded
3. Poor customer service
4. Poorly maintained
5. Rude Staffs
6. Poor music selection

Opportunities

1. Good footfall eg. walk-ins
2. In need for more advertisements outside of gym eg. banners, radio, newspaper
3. high number of business parks, supermarkets and hotels in the area
4. Gym location : Gym goers do not really drive more than 10 miles away to exercise.

Threats

1. Higher revenue generating companies in the fitness industry. ( Gold's Gym & 24 hour fitness) -Have new and up-to-date equipments.
2. Gold's gym sells nutritional products, retail sports items in their clubs whereas LA Fitness do not and limits their income.
3. LA Fitness has fewer fitness clubs than their competitors.

Micro Analysis Continued

   

Competitors: LA Fitness competitors are 24 hour fitness, anytime fitness and planet fitness. According to the research, Anytime fitness has grown its sales revenue about 33%  from 2011 and 2012. 24 hours fitness has 425 clubs in US. The revenues graph of LA Fitness and 24 Hours fitness is as below.

Suppliers: Suppliers play a vital role in the development of the club. It has stable and ethical supplies which are vital to continued success. LA Fitness will be affected negatively if the suppliers provide less efficient, expensive and damaged goods.

Customers: Customers might prefer to go to competitors ( 24 hours fitness ) if the class fees are more expensive. LA Fitness will have to arrange their prices according to their competitors in order not to lose their current customers.

If LA Fitness can control all these, they can eradicate any micro problems.

Done By Anuska Bhatta & Sambidhan Aryal

Micro Environment Analysis

I am Anuska bhatta in charge of “Micro Environment Analysis” for La Fitness Club. The detail informations are given below.

Introduction: The aggregation of all elements in or immediately surrounding a business can affect its performance including its internal environment, its suppliers, its marketing intermediaries, its customers, its competitors and its community.

Fig:Various elements of Micro environment.

Customer: A person willing to maintain their physique are customers of a health club.LA Fitness club helps to achieve the benefit of a healthy lifestyle. The potential clients are: 

•  22-50 year old
• Atleast $40000 per year income
• professional/ white collar occupation
• Lives or works within 5 mile of LA Fitness club
• Difficult to motivate self or enjoys exercising with others
• believes that fitness is important to health

Employees: In t he La Fitness persons having knowledge regarding fitness games, nutritionist ,exercise etc would have the opportunity to be an employee.The employee would be:

• Personal fitness trainer
• Personal fitness manager
• Instructor
• Trainers

This research is conducted by "Anuska Bhatta & Sambhidan ''