Sport and Leisure Operations Management †MyAssignmenthelp.com

Question: Discuss about the Sport and Leisure Operations Management. Answer: Introduction In this report, the company I have selected for marketing audit is Ifeelgood24/7. It is an express health clubs, which offers Gym/physical fitness center. This company provides some health/beauty session to the customer and also provides personal trainers as per customer requirement. As the name clarify that this Gym is available for 24 hours and for 7 days to the customer. This gym provide free 7 days trial to the customers who want to join later those customer have to buy membership for joining the club or they can buy sessions from personal trainers after joining the club. Further report will talk about the marketing audit of the company. Marketing audit refers to the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment (Wilson, 2002). Ifeelgood24/7 is a private organization situated in Australia, it was founded in 2010. At that time there were only 5 employees. It provides physical fitness facility, health and beauty session to the customers. The revenue generated by the company: - the organization generated $3.59M in a particular year, which was 5 times higher than the $759,812 average for all the physical fitness centers in Australia. The companys annual sales volume is $3.59M; each employee of the company is generating revenue of $718,694 per employee (as per 5 employees in a company). This means that Ifeelgood24/7 employees are generating 3 times more revenue per employee than the average organization. When the revenue generated by the company is more than other fitness centers then we can totally agree that the facilities provided by the company are far better than other companies (Find the company, 2017). This directly impact on the goodwill of the company, or reputation or brand value. If company provides g ood facilities, customers will definitely recommend the name of the company which helps in increasing the number of customers and make the brand popular. This puts Ifeelgood24/7 in the top 10% of companies in the industry. Strength of Ifeelgood24/7 This company works for 24 hours and 7 days a week, which is a happiest thing for most of the customers as they generally work on week days and will get time on weekends. So they can easily take sessions and other thing is if they did not get time at day time they can go late night, as this service is available for 24 hours. Ifeelgood24/7 provides 7 days free trail, generally companies provide 3 days trail so that they can check the facilities but this company provides 7 days free trail which make easier for customers to understand the facilities and atmosphere. There are total 12 outlets in Australia, as they started with only one outlet and now they have 12 outlets so convenient for the customers to visit the nearest one. Affordable for the customers, if we see the price for the membership package it is cheaper than other companies. Ifeelgood24/7 is providing the membership package at just $12.95. Weakness of Ifeelgood24/7 Customer membership can be cancelled within 30 days from the next billing cycle, for this you need to notify the club for the same. So sometimes, due to busy schedule customer forget to inform about the same. Late appointments for sessions, sometime due to the occasion, or on weekend; rush on the outlets result in delay in the appointments to the customers. At that point of time customer have to shift to different company. Rude behavior or unprofessional behavior of frontline employees will force the customers to shift to the other outlets. Bad customer experience, when a customer says to cancel the membership or requesting for any service then we should respect the customer point of view and with humble and kind response we can try to solve their problem. The above points state the strength and weakness of the company, as each and every company have some positive as well as some negative points (Ifeelgood24/7, 2017). So this analysis talks about the companys strength and weakness. Customer demands and needs, plays a vital role for a company. The companies have to make strategy where they can get more customers for their services. Over here, Ifeelgood24/7 has selected few segments of the market such as shopping center. If we see the outlets of the company then we find approximately 50 % of outlets in shopping centers and the rest outlets at the main markets or the centralized area. So the company has decided the centralized markets for the outlets (Piwek, Ellis, Andrews Joinson, 2016). Segment and target analysis: Company has to think for target customers, to whom they can provide their services. Ifeelgood24/7 targets all age group people starting from teenagers. They also select people according to the income or demands or needs, so that they can easily fulfill customer demand (Grisanti, 2002). After analyzing the market attractiveness, we can to why people are visiting Ifeelgood24/7 as this gym is comparative better than others as they have good infrastructure facilities, some fun activities to customer along with gym; that make customers refresh. They can take sessions which include yoga, meditation which is beneficial for their health (Fusion, 2017). This attracts the customer to move towards this gym. Customer wants to go gym to lose weight and to keep themselves fit and fine, some customer also demand for cardio equipments, weight training, personal training, racquet ball and a pool etc. so all these needs of customer are fulfilled by Ifeelgood24/7. They have specialist trainers and experienced employees who can help customer and assist them properly ( Mercer, 2015). In Australia each and every person is fitness and health oriented so the opportunities of companies are increasing day by day. There is different campus going on which makes customer aware about the benefits of going gym that ultimately increase the opportunities (Sharkey Gaskill, 2007). With the increase in opportunities of company there is increase in the competitors. There are many gyms in Australia who are competitor of Ifeelgood24/7 such as Virgin Active Health Club, Dohertys 24 Hour Gym and Fitness First etc. so these gyms give tough competition to the company. Competitor analysis Talking about the current positioning of the competitors as compare to Ifeelgood24/7, the company is on developing stage as compare to the other competitors such as Virgin Active Health Club, Dohertys 24 Hour Gym and Fitness First etc., from the reviews of the companies it is very clear that Ifeelgood24/7 need to work on the customer service and facilities. Competitor companies: - having a review rating of 4 stars out of 5 stars, based on 10 reviews or more approximately (Yelp, 2017). On an average they have good scoring and good reviews which justifies their work. On the other hand Ifeelgood24/7 has rating of 4 stars out of 5 stars based on 1 review, which shows that they are lacking behind (Yelp, 2017). Positioning Map Above positioning map shows the 4 aspects- low quality, high quality, low price and high price. Talking form the competitors point of view as we can see in the map that they either provide high quality with high prices or low quality with low prices. So this sows the competitors strategy. On the other hand talking about Ifeelgood24/7 they follow low price with high quality. This shows that they have a good market strategy which they are implementing with a positive attitude and that built customer experience (Thompson, Walter Facsm, 2016). Strength and weakness of key competitors: - the analysis shows that the customer opinion for other companies is quite good, as they provide good customer service, facilities (such as rock climbing wall, showers, cafe, change rooms, pool, saunas, a Power Plate room, a sleeping pod area) and personalization which create a big impact on customers. This is their strength because growth comes with customer delight. These companies are successfully leading in todays market but talking about weakness, sometimes customers feels that it is hard to get into some of the classes on week days. Analysis of service blueprint During the process there are many potential fail points of the service which is need to be taken care by Ifeelgood24/7 such as: - Waiting time: - Sometimes, customers have to wait for their sessions and for their personal trainers which creates problem for customer because they have to cancel their rest appointments just for gym. Frontline employee behavior: - Sometimes employees behavior effect customers as these employees became rude and unwilling to help customers. Ignorant of requests: - Customer faces problem when they have ordered any product or they need any kind of changes and if they want any additional things apart from it they also faced problem while requesting for the cancellation of the membership. The employees ignore the request or they forget to do that, later customer has to escalate same thing again and again. After the analysis we found these few things which need to be take care by the Ifeelgood24/7 so that they can deliver their best and can easily be able to generate revenue out of it (Mantia Lee, 2000). Analysis of Customer Service Strategy Customer service should be best from the company side, in this company should analyze or conduct the serve in which they can ask from customers about their services or any recommendations based on the services (Deuker, 2007). Thereafter, they can make strategies for doing changes in their services as per the customer requirements. The strategically evaluation on the current strategy shows that there are some customers who did like the service: - so we can add on customer service by compensating them. Company receive complains related to employees:- some customer did not get good treatment from the employees of the company, customer should acknowledge the facts and should making their staff realize that they should take care of customer. Employees should not treat any one badly. Equipments should be updated: - company should update the gym equipments timely, some of the customer does complain for the equipments because they did get any updated equipments. Analysis of Physical Evidence Each and every company should maintain physical services just to make comfort level in the organization. Same like that Ifeelgood24/7 have made strategy for good physical appearance such as cleanliness in the outlet, comfort of waiting area, facilities of different rooms or classes for different sessions or change room. These facilities are necessary for the customers (Yeoman Beattie, 2004). As per the analysis there are some potential problems as well so company need to make strategy to resolve those problems such as: - The waiting area is clean and tidy in the morning but in the afternoon it becomes untidy. Company need to make strategy they should appoint some to clean all the time so that customer always find the gym space neat and clean. The change room is always occupied with any of the customer. So other person has to wait for that so customer should think for the convenient of the customers and should make strategy for dealing with this problem. Company provides different sessions to the customer such as yoga and meditation for that the floor should not slips, it should be taken care by the company. Recommendations Ifeelgood24/7 is doing good job, company is developing very fast. In the short span this company has 12 branches in Australia, which is commendable. As the company is providing good customer services but still they have to work on it (Ifeelgood24/7 health clubs, n.d). Company should provide good customer service, or they should listen to the customer. What suggestions customer wants to give to the company? Not only listening to the customer suggestion but also implementing them and replying to the suggestions in the polite manner. Ifeelgood24/7 needs to add some different products to the Gym such as providing pool, rock climbing wall, cafe etc. which will help in increasing the customers as well as increase in the brand value. Reception and waiting area should be neat and clean, company should think for the physical conditions, infrastructure facilities that helps customer to attract towards the company and companys environment (Bates, 2008). References Bates, M. (2008). Health Fitness Management: A Comprehensive Resource for Managing and operating programs and facilities. Second edition. Australia. Deuker, C. (2007). Gym Candy. First edition. New York. Find the company. (2017). Ifeelgood24/7 Australia Pty. Ltd. Retrieved on 2nd May 2017 from https://listings.fta-companies-au.com/l/100590179/Ifeelgood-24-7-Australia-Pty-Ltd-in-Coopers-Plains-QLD Fusion, J. (2017). What Is the Target Market for Fitness Gyms? Retrieved on 2nd May 2017 from https://smallbusiness.chron.com/target-market-fitness-gyms-3354.html Grisanti, S. (2002). Industry of Illusions: Health and Fitness Industry Scams, Frauds, Fakes, and Personal Trainers Exposed. Rivercat publisher. Ifeelgood24/7 health clubs. (n.d). Health club brand and marketing. Retrieved on 2nd May 2017 from https://enso.com.au/case-study/ifeelgood-247-health-club-branding/ Ifeelgood24/7. (2017). Ifeelgood24/7. Retrieved on 2nd may 2017 from https://ifeelgood247.com.au/ Mantia, D. Lee, P. (2000). An Analysis of the Status of the Fitness Industry. First edition. Bostor university. Mercer, P. (2015). The tough world of the Australian fitness industry. Retrieved on 2nd May 2017 from https://www.bbc.com/news/business-34616847 Piwek, L., Ellis, D.A., Andrews, S. Joinson, A. (2016). The Rise of Consumer Health Wearables: Promises and Barriers. Journal of health and fitness. Vol.13, no.2. Sharkey, B. Gaskill, S.E. (2007). Fitness Health. Sixth edition. Montana. Thompson, Walter. R Facsm, Ph.D. (2016). Worldwide Survey of fitness trends for 2016. Journal of Health and fitness. Vol.16, no.6. Wilson, A. (2002). Marketing Audit Handbook. First edition. Great Britain. Yelp. (2017). Ifeelgood24/7 review. Retrieved on 2nd May 2017 from https://www.yelp.com.au/biz/ifeelgood-24-7-indooroopilly-2 Yelp. (2017). Top 10 Gyms in Melbourne Victoria. Retrieved on 2nd May 2017 from https://www.yelp.com.au/search?cflt=gymsfind_loc=Melbourne+Victoria Yeoman, I. Beattie, U.M. (2004). Sport and Leisure Operations Management. First edition. London.