Personal Trainer Inc. SWOT Analysis
The SWOT analysis of the proposed Personal Trainer Inc. in Terre Haute takes into considerations the demographics of the city, the business advantages of the Enterprise Planning Resource (ERP), and the fitness industry in the target market.
Both the establishment of an ERP in a fitness center and the available market has significant strengths, weakness, opportunities and threats to the proposed fitness center byproviding sensible business decisions. First, PersonalTrainer Inc. should identify its strengths to get an idea of its business value. It should identify key features that will give it an advantage in Terre Haute city such as introducingnew exerciseequipment and facilities, offering unique classes, and hiring a celebrity trainer in the facility. Besides, the fitness company should adopt new fitness trends such as fitness exercise education and provide up-to-date certification. Regarding the proposed ERP system, the system biggest strengths are its ability to schedule cost and optimize data flow. Considering the demographic nature of Terre Haute city where, majority of its occupants are youths, and college-going students (United States Census Bureau), quick knowledge dissemination will give the company an upper hand in the market.
Secondly, the company should assess the primary business weakness that affects value it intends to provide to its customers. Theproposed training center in Terre Haute and the adoption of an ERP systemweakness is the requiredfinancial investment. Ideally, a modern ERP costs a lot, and it can be unnecessary for a fitness center that can do without such a system. Other weakness can be limited parking space, inadequate equipment, and under-staffing.
Thirdly, Personal Trainer Inc. should identify the market opportunities in the Terre Haute city by examining the fitness needs of the existing customer base. The proposed ERP system is significant in offering population-oriented fitnessservice because it will create a positive perception in the minds of customers by passing information regarding health benefits and accountability. More important, the system will be useful in human resource management and inventory keeping in the fitness center, where the customers can access vital information regarding their exercise progress and receive timely feedbacks on the same.
Finally, the Personal Trainer Inc. has to consider both the internal and externalthreats facing the fitness industry.Some of the threats are low participation, inadequate facilities, and unmotivated fitness instructors. Regarding the implementation of an ERP system, the possible risk is reduced revenue associatedwith the implementation of Systems Applications and Products in Data Processing (SAP) (Rudy, Kevin, and Jayant, 57).
In a nutshell, personal trainer Inc. is targeting an upscale and affluentcity that despite having several fitness centers such as Planet Fitness, nonehas adoptedsophisticated informationtechnology strategyin its business practices. The proposed ERP will give Personal Trainer Inc. a market lead because it will provide real-time information to its customers and conveniently meet their demands. For instance, a fitness enthusiast would like to know their body condition and availability of their favorite instructor in the facility. Moreimportant, the ERP stem will help the fitness center identify the most profitable market segment to invest in the future. For example, it can offer flexible programs for young mothers who want to balance their family, work, and physical exercise programs. Given this, Susan can ask the following questions:
- Do the existing fitness centers in Terre Haute offer real-time access to information to its customers?
- What are the demographics characteristicsof Terre Haute city?
Concerning profitability feasibility, the fitness company should consider the amount spent on hiring personnel, the cost of establishing an ERP, contracts such as leasing of a facility in Terre Haute, and insurance. Based on these four key business aspects, Susan can pose the following questions:
- What is the Net Present Value (NPV) for implementing the ERP system?
- Which is the best marketentry pricing strategy in the fitness industry?
Rudy, Kevin, Alex Afshar, and Jayant Ghosh. “Efficient Implementation of an Enterprise Resource Planning System in a Large Company.” Masters. San Jose State University, 2010. 1-78. Print.
United States Census Bureau. “Incorporated Places and Minor Civil Divisions Datasets: Subcounty Resident Population Estimates: April 1, 2010, to July 1, 2012 – U.S Census Bureau.” Census.gov. N.P., 2013. Web. 13 Sept. 2016.