Champs_Gym essay pratice.doc

Y2-ACC-B5 09117774 Yang Xueli 2010/11/21Xian Jiaotong-Liverpool University西 交 利 物 浦 大 学Year 2XHomework 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 assignmentNameYang (Surname)Xueli(Other Names)ID Number09117774ProgrammeAccountingModule TitleSWOT analysisModule CodeEN1043AAssignment TitleSWOT analysis on Champs GymSubmission DeadlineSunday, November 21, 2010,08:00pmTutor ResponsibleStuart ChampionI certify that: I have read and understood the Universitys definitions of COLLUSION and PLAGIARISM (available in the Academic Student Handbook of Xian Jiaotong-Liverpool University).With reference to these definitions, I certify that: I have not colluded with any other student in the preparation and production of this work; this document has been written solely by me and in my own words except where I have clearly indicated and acknowledged that I have quoted or used figures from published or unpublished sources (including the web); Where appropriate, I have provided an honest statement of the contributions made to my work by other people including technical and other support staff. I understand that unauthorized collusion and the incorporation of material from other works without acknowledgement (plagiarism) are serious disciplinary offences.By uploading my assignment onto ICE, I formally declare that all the above statements are true.For Academic Office use:Date ReceivedDays LatePenaltySWOT 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 across 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 the SWOT analysis, including its strengths, weaknesses, opportunities and threats.Strengthsl 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 and 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 strategies 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.l Additionally, Champs Gym offers a variety of facilities for diverse clients, including not only cardiovascular and resistance equipment, but 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. 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. l Attractive promotions appear to be another advantage. Champs Gym provides 6 different 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 discount 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 Gym may attract a multitude of potential consumers, especially to the elderly and students.Weaknessesl 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 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 Gym due to its irresponsible behavior of hiring unqualified instructors.l 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 tend 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. Opportunitiesl 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 tend to spend less time on entertainment, the number of elderly clients now accounts for approximately 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 profit in the OAP market rather than adults and student market.l 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 should 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.Threatsl The most notable threat to Champs Gym 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 feedback 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 activities.l Unqualified trainee may also be a threat to Champs Gym if other competitors choose to hire qualified instructo