The Community leisure centre is the leisure centre which is based at the Hatfield. The leisure centre is established with the motive of providing the extra activities to members apart from the day to day work. It will help the members to remain fit from health perspective. The centre contains many activities like Gym centre, swimming centre and other playing activities. Leisure centre is community based and serve the members of the nearby community.
The objectives of the community leisure centre were as follows:
- To create better customer experience through their efficient and skilled manpower and services
- To operate leisure centre efficiently by properly allocating resources and making optimal utilization
- To achieve minimal default rate and ensure the customer safety
- To create a conducive and healthy environment into the community
- To create brand awareness for centre in order to attract more customers
1.2 Organisational Hierarchy
The organisational hierarchy for the community leisure centre is as follows:
2.1 Business planning
The Business planning phase deals with the strategic analysis of the company. For doing the internal and external analysis of the company SWOT analysis is being done which is as follows (Bloglines, 2008):
2.1.1 SWOT Analysis
- Location of the centre is near to community
- Availability of various facilities
- Friendly staff which creates better customer experience
- Affordable prices
- Unique athletic programme everyday
- Non availability of parking space near community centre
- Financial crisis
- Outdated equipment at GYM
- Suitable demographic of the customers
- Work culture of the organisations will compel the people to join leisure centre in order to divert their mind from day to day work
- High existing competition in market
- Busy schedule of people don’t allow time for leisure activity
2.1.2 Porter’s generic strategies
According to Michael Porter a firm can attain three general strategies in order to compete with the competitor’s into the market. These generic Porter’s strategies also differentiate one organisation from other organisation present into the market (Key Note, 2004). Community leisure centre can adopt following generic strategy:
Community leisure centre can adopt the differentiation strategy and can offer the service which will differentiate the offerings of the company from the other competitors. Since the centre offers some of the unique services like regular fitness classes which are not organised by other leisure centres (Whittington, 2005). Also since the leisure centre is having the very high skilled manpower which will help the leisure centre to differentiate it from the other competitors. Skilled manpower company can create a better customer experience which will connect the customers from the centre (Porter, M 1985).
2.1.3 Churchill and Lewis’s Growth Model
According to the growth model suggested by Churchill and Lewis in year 1983 there are basically five stages in the growth of a SME industry (Matteson. M.T, 2005). Since Community leisure centre is also a small company so these five stages of growth are also applicable onto this organisation as well:
- Resource Maturity
Though community centre is existing from the long time but the new management has taken over so the company can be said into the first phase of the growth model. From this stage now company will have to need the survival for them and convert this firm into the profitable firm.
3.0 Market Planning
Since the Community leisure centre is a part of the service industry as it offers various services to the members so the 7P’s model of the service market applies on it (Wilkinson. A, 2008). The 7P’s model of the service industry for Community leisure centre is as follows:
3.1 7P’s Model
- Product: The product for Community leisure centre are the service offered by the organisation which are the gym classes, pool services or other services like theatre and swimming. Through these services aim of the company is to create the positive customer experience.
- Place: The place of getting these services is the community centre which is located nearby to the community hence the place also provides convience to the customers in terms of the accessibility.
- Price: The Prices offered by the leisure centre are according to the community in which these centres are operating. Hence the affordability and value for money has been taken care of while pricing the services offered by the company.
- Promotion: Initially primary source of the promotion to organisation is word of mouth publicity which it gets from the satisfied customers which acts as the advocators for the organisation.
- Physical evidence: Physical evidences can be used in order to create the visibility for the organisation. These physical evidences could be environment inside the organisation, infrastructure or may be brand name of the organisation.
- People: The Skilled Manpower is the main source of competitive advantage for the Community leisure centre. Since the organisation has right kind of manpower so it can use them properly in order to differentiate itself from other organisations.
- Processes: The processes followed into the leisure centre needs to be very efficient and according to customer convience like training classes for the gym.
3.2 4 C’s framework
In equivalence to the 4P’s framework, 4 C’s framework also exists for the companies which define the essential parameters of the company in terms of the customers (Mullins, L.J. 2007).
- Customer solutions (Product) — Which are basically various services offered in leisure centre.
- Customer cost (Price) — It is the pricing scheme decided by the community centre which based on value for money and affordability.
- Customer convience (Place) — Customers are provided proper convience since the community centre is located into the nearby community.
- Communication (Promotion) — It is the way of promotion for the company which is at present the word of mouth publicity for the company.
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4.0 Learning outcomes
After performing the above exercise which was about developing the strategic and marketing planning for the newly developed firm, the strategic aspects about the organisation were explored in detail. The Strategic analysis of the company through various strategic models like SWOT, Porter’s generic strategy and Churchill and Lewis’s Growth Model has been done which will help me further to use and implement these theories in practice.
Since the organisation was having newly developed management team so it provided me the opportunity to learn how to promote the newly developed management in order to work for firm and build a strong brand to attract more and more customers. Since attracting customers will be the function which creates revenue for the firm all other functions of the firm create cost only. Another major learning from the activity was in terms of group working since it provided me opportunity to sense how real time decision making happens into corporate.
The current assignment provided me opportunity to work into a group where I have learnt the importance of team work and group learning process. The Tuckman’s team work theory is applicable for the learning outcomes which I got from this assignment. As stated by Tuckman there are four phases involved in team working process which are as follows:
1. Forming: It is the first phase of the team working process and we were busy finding our own role in this phase of the team work as no one of us was certain about our role into the team.
2. Storming: In this phase of team working we have identified our place in the team and people started challenging each other for their role into the whole group and number of conflicts has aroused in this phase but from the mutual consent we solved the various issues.
3. Norming: In this phase of the team work all of us have started coming together and helping each other in order to develop the collective learning process and helped in order to achieve our target of doing the project.
4. Performing: In the final stage of the team work here focus was onto the team relationship maintenance and on the task as well. Since the focus is on both the task so team synergy start developing in this phase of the team work and we contributed maximum to over work in this phase of learning.
5.0 Improvements for future
Next time whenever, I will get an opportunity to work on such activity I will look into more strategic aspects of the firm. These strategic aspects of the firm will help me in order to understand the real position of the company and based on that the future direction of the company can be predicted.
- Grant, R. (2002) Contemporary Strategy Analysis 4th Edition Blackwell Publishers, Oxford
- G Johnson, K Scholes and R Whittington (2005) Exploring Corporate Strategy-Text and Cases. 7th FT/Prentice Hall
- J.M, Konopaske. R, Matteson. M.T (2005) Organizational Behavior and management. 7th Edn. New York: Mc graw Hill.
- M, Wilkinson. A (2008) Human Resource Management at work. 4th Edn. London: CIPD
- Mullins, L.J. (2007). Management and Organisational Behaviour, Harlow, Prentice Hall
- Porter, M (1985) Competitive Advantage: creating and maintaining superior performance, The Free Press, New York.