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1. Executive Summary
Exodus Health & Fitness Club is one of the Wellington Fitness that opened in 2008 processing very profitable at present market. They got fixed members who loved healthy lifestyle. They got five main competitors located not far from Exodus. Each of this Fitness owns specific strategy to survive.
New Zealand Fitness market has a gap in lower price with better environment fitness quality. Executive Club can reduce their price a little bit to attract more fixed members. Executive has specific plans and goals for different members to live healthier.新西兰的健身市场在价格存在较低的空隙且具有更好的环境适应能力。行政俱乐部可以降低他们一点点的价格以此来吸引更多的固定会员和成员。执行具体的计划要有不同成员生活得更健康作为目标。
The economic and political factor always influences Fitness industry. Exodus got its own strategy to survived solved these trouble very well. Trade in fair and careful to operating in bad economic.经济和政治因素始终影响着健身行业。出埃及记有自己的战略，幸存的解决好了了这些问题。贸易在公平的运行模式下进行，且小心在恶劣的经济运行。
The situational analysis helped Exodus find out its weakness and strengths from internal environment, opportunities and threats from external environment. The recommendation for Exodus is to keep service high quality to members, control the operating cost. Keep its place in Wellington fitness industry market. 机遇和外部环境的威胁下情景分析出有助于出埃及记找出它的弱点和内部环境的优势。对于出埃及记的建议是保持服务的高品质的成员，控制经营成本。保持它在惠灵顿健身行业市场的位置。
2. Table of contents
1. Executive Summary
2. Table of Contents
3. Introduction
4. Situational Analysis
4.1 market analysis
4.1.1 New Zealand Fitness Market
4.2 competitor analysis
4.2.1． Competitor’s strength/ Weaknesses Grid
4.2.2 Perceptual Map and positioning
4.2.3 Core competitive advantage for Exodus Health &Fitness Club.
4.3 Macro Environmental analysis
4.3.1 Economic
4.3.2 Political
4.3.3 Social
4.4.4 Technological
4.4.5 Environment
4.4 SWOT analysis
4.4.1 Strengths
4.4.2 Weaknesses
4.4.3 Opportunities
4.4.4 Threats
5. Target Market
6. Recommendation
7. Reference
3. Introduction
Exodus Health & Fitness Club is one of the Wellington Fitness that opened in 2008. Exodus behaves in high professional ways with large fixed members. Exodus Fitness Club owns high-quality and complete hardware equipments, mature management, operation and marketing system. Based on these series of strong points require the investment of high cost, Exodus have to maintain profitability, it must raise prices among the industry. It makes Exodus less competitive than the fitness clubs of low selling price. Exodus also does social activities to development its good reputation for Wellington consumers.
The objective of this report is to aid Exodus Fitness Club in identifying and targeting potential market and consumers to which they could market their business. This is achieved through situational analysis with recommendations. Also provide SWOT stages to recommend changes to the current market situations.
4. Situational Analysis
4.1. Market analysis
The objective of market analysis is for Exodus to gain insight into the current Fitness market with emphasis on the sustainable Fitness especially focus on market size, market intends and demands from the consumers.
4.1.1 New Zealand Fitness Market
With the development of people’s living standards, people become more interested in doing exercises after work to keep healthy and energetic. By the end of 2010, the population over 6 years old of the Wellington is 300,000 while the membership of fitness clubs had reached up to 150 more with different size. By the end of 2012, the number has doubled to 190,000 from 90,990 in 2008. In 2008, 31% of the members are high-frequency users (more than 100days each year); in 2012, 41% are high-frequency users. The total number of high-frequency users has increased by 12,000. The Fitness industry development space is rather broad. Through the analysis of some typical fitness Club in Wellington, we found the various clubs in Wellington are adopting the route of differentiated competition and they target at different consumers. All clubs have their own distinct characteristics; consumers make choices according to their own characteristics, which make the clubs get their own living space in Wellington.
The fitness service provides by fitness clubs is a kind of empirical product and it is difficult for consumers to identify their cost effectiveness and efficiency. The decisions of consumers depend on the promotion of clubs to some extent. The verbal communication of old members is also a factor that cannot be ignored. People keep up training will have their figure change more or less and the change in mental state is much greater. Through fitness, consumers can make new friends, chat with them happily, release stress and enjoy pleasure from sports.
4.2 Competitor analysis
A successful organization wills gathering information regarding their main competitor’s behavior and how they running the business, using this to compare itself advantages and disadvantages.
4.2.1． Competitor’s strength/ Weaknesses Grid
The most of competitors to Victoria University Gym was shown below in New Zealand Gym Market. The grid shows how competitors’ current strategy and their strength and weaknesses. Compared with their locations and pricing to find out the best strategy for Victoria University Gym.
The perceptual map above shows the relative positions of the competitors for Exodus Health & Fitness. The level of environment of gym compared with price is determined by the competitor’s strategy and business trading process. From the map, it’s easy to find out a gap in the market surrounding low cost with better environment of Gym, Exodus Health & Fitness could consider about more strategy based on this gap.
4.2.3 Core competitive advantage for Exodus Health &Fitness Club.
Among the biggest competitor Four Kings Gym and City Fitness, Exodus Health & Fitness Club provide every members with different plans to exceed their fitness goals. A specific plan and goal set for them with a trainer, nutritionist and personal manager individuality. The three will work together to culminate a plan for the specific new members who join into Exodus Health & Fitness Club. The initial plan is free and recommended for all new members. This special plan will helped to create a new healthy perspective on life for consumers. Each member will have all the information to meet their goals with the rewards if they complete the plan in time. Exodus is committed to customer-orientation and changing the lifestyle of customers, but not just providing fitness programs; attaches importance to professionalism and service; focuses on body-building effects and personal trainers can help consumer save time.
Exodus health & Fitness owns one basketball court in the club. It wills regularly organized basketball games for nearly resident families. It’s a good advertising campaign will let more people interested in Exodus. The community is important to everyone.
The most important advantages from Exodus are that it provides a safe and entertaining environment for all school aged children after school time. Like games for children will be both fitness and team orientated. Exodus will provide soccer games, basketball activities that bring the children to a safe place waiting for their parents who is doing fitness. This will keep kids away from the TV Programs or bad interest. It is also free to the kids whose parents did not join into the Exodus. This offers a market potential strategy where one child will tell their families to get a membership to Exodus. Consumer spending in New Zealand was weak in nearly 3 years. Only a 0.05 percent gain was obtained which was far less than economists expected.
4.3 Macro Environmental analysis
4.3.1 Economic
From 2008, mainly as a result of the global financial crisis, unemployment numbers began to rise, with job losses especially high amongst women in New Zealand. In the last quarter of 2012, the unemployment rate fell to 6.9% from a 13 year high. Exodus knows that the entire nation’s economy is felling the economic crunch. There are more people that are no longer employed. The bad economy impacts life style by people in many ways. Although the economic began to recovery, people still cautious as to distribute their income. They prefer to use the money on daily expense. No more extra money for middle-class family to join into the Fitness Club. The main idea for people is to live rather than live in healthy under the bad economic environment. |
