NAME:
MOHAMMED LABEEB BADRI
STUDENT ID:
L0669DODO1011
MODULE:
MBA SEMESTER 1 – MANAGEMENT SKILLS AND ENTREPRENEURSHIP FEBRUARY 2012 – MAY 2012 SEMESTER
CONTENTS
EXECUTIVE SUMMARY 4 GENERAL BUSINESS DESCRIPTION 5 Fig: Showing the logo for the company Healthy Nation 5 Fig: Showing the products and services offered in Healthy Nation 6 Fig: Showing the management structure of Healthy Nation 7 BUSINESS OPPORTUNITIES 7 Fig: Showing the injuries in India due to alcohol consumption. 8 Fig: Showing the distribution of Indian population by age group 8 Fig: Showing the leading fitness clubs in India. 9 Fig: Showing the leading rehabilitation centres in India. 9 MARKETING STRATEGY 10 Fig: Showing the
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2. Target and exploit the low income group which cannot afford the high prices of the fitness clubs prevailing in the market and are ignored by them.
3. Expand the operation of Healthy Nation to other potential markets of the world such as China, UAE, UK, USA etc.
4. Create awareness in the market relating to the diseases which are caused due to the consumption of alcohol and cigarette smoking.
PRODUCTS AND SERVICES
Fig: Showing the products and services offered in Healthy Nation
CHALLENGES AND COMPETITORS
Healthy Nation will have to face a challenging situation to craft its brand image and to draw the attention of the potential customers as the market is dominated by a few key players such as Gold’s Gym, Equilibrium, Fitness First, Talwalkar and other fitness clubs which comprise the total market share of the fitness clubs industry, on the other hand the leading rehabilitation centres in India are Fortis Hospital, Apollo Hospital and Hope Trust which are well established and have a loyal customer base. (Inc., 1995)
STRENGTHS OF THE BUSINESS
Fitness industry in India lacks product differentiation; Healthy Nation will be much diversified when it comes to the services it will provide. We will have very capable, competent personal trainers, proficient managers and nutritionists. We have taken the price sensitivity of the customers into
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After comprehensive research in to the scrapbooking market, I have discovered a gap which can be undoubtedly accommodated for by Happy Scrappy. We specialise in a variety of uniquely hand crafted scrapbooks which are personalised by the customer using their own photos, and themes or colours. The business will have a range of suggested template designs however, the customer will have the ability to change or create a whole new design using the interactive website.
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According to the collected and analyses fitness centre members’ feedback, below are the summary of the analyses results:
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There are hundreds of sites about health and fitness but we would cater to specific group of readers who are trying to achieve