电脑作业2 D75X_34_Synergie_Market_Report (1).doc

Synergie Fitness ClubIntroductionThe UK fitness market has reached a crucial point in its development. Market growth has slowed due to a combination of factors. The credit crunch and the associated economic recession along with low consumer confidence have served to render the market more or less immobile. This report will: l summarise the challenges faced by the industry l set out plans to cope with these difficult trading conditions l highlight opportunities that may be pursuedCurrent Market ConditionsThe UK fitness market today is worth 3.8 billion (Fitness Industry Association). The market is dominated by a few large companies. There are also many independent clubs associated with sports associations, local councils, etc.Market TrendsThere is a continued interest in the gym as the main form of exercise and a trend away from participation in competitive sports. After considerable growth in the previous five years, the fitness market has slowed recently. During a recession one of the first cutbacks made by individuals is gym membership. With lower disposable income, members may switch to cheaper, public facilities. It will be important therefore for all franchisees to monitor their local market carefully. It will be necessary to get back to basics and maximise non-tangible benefits.Economic TrendsGovernment estimates predict very slow economic growth right through to 2012. Unemployment will continue to rise. Inflation is predicted to fall to nearer the government target of 2% over the next few years. The slow economic growth will result in very tough trading conditions ahead.Population TrendsThe UK population is set to grow over the next 5 years but very slowly and will have minimal impact on the fitness market. The make-up of the population will be more significant with continued ageing of the population and women continuing to outnumber men.SWOT AnalysisStrengthsl Interest in fitness continues to growl Excellent reputationl Healthy financial situationl Committed and well qualified staffl Leading edge technologyWeaknessesl Limited growthOpportunitiesl Government programmes to tackle obesityl Large untapped sectors of populationl Increased concern with childrens fitnessl Public sector cutsl Increased interest through Commonwealth GamesThreatsl Economic Recessionl Members switching to cheaper optionsl Ageing populationl Strong competitionCompetitor AnalysisHamiltonsKC FitnessPhysiqueHamiltons1234SalesYear 1Year 2Year 3Year 4129000148000174371186218% Change15%18%7%KC FitnessSalesYear 1Year 2Year 3Year 443770447505152050231% Change2%15%-3%PhysiqueSalesYear 1Year 2Year 3Year 4271526287194331512342866% Change6%15%3%Results of Members SurveyThe recent survey provided very valuable information on the quality of our service and for the future direction of the brand. Positive results were obtained in the following areas:Customer serviceProduct knowledgeQuality of adviceEffectiveness of programmesValue for moneyIssues were highlighted regarding the following:Variety of classesLack of crche facilitiesAvailability of spa treatmentsFuture EmphasisAs a result of our research and feedback, Synergie will have the following key strategic targets Continued improvement in customer service Development of spa facilities Targetting of mat