BYKLYN Case Study: Identifying Business Management Issues and Strategic Solutions

This individual case study focuses on BYKLYN, an indoor fitness and cycling studio, and the issues it faced during the pandemic. The report includes a problem statement, PESTLE analysis, SWOT analysis, and proposed solutions. The aim is to identify the issue faced by BYKLYN and provide strategic direction to overcome their impact on business.

INDIVIDUAL CASE STUDY

EXECUTIVE SUMMARY
An individual case study, covers number of strategies, actions and plans that a company
taken into their consideration for purpose of obtaining desire outcomes. The current study has
been highlighted the main issue faced by the BYKLYN, that impact its productiveness and
performance in negative manner. The report has been covered problem statement plan by using
PESTLE, and other strategic theories and models. Furthermore, it has also included appropriate
finding and analysis that defines current position of company and problem solutions. It has been
summarized from BYKLYN case study that, organization is facing issue to increase profitability
and generate revenue, more than the other existing companies that are operating their ventures in
the similar sector. The aim of conducting analysis in the context of chosen company, is to
identify the issue that impact business performance and practices, either current or further.
Moreover, it has been determined that secondary research approach has been adopted for
analysing and presenting the findings at the end of overall study, that helps readers to understand
issue face by the firm and solution that it undertake to overcome the overall situation in
appropriate manner. Along with above information, the background of company and study has
also been highlighted.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Statement of problem...................................................................................................................4
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Structure of report........................................................................................................................4
MAIN BODY...................................................................................................................................5
Description of the situation..........................................................................................................5
Problem statement and plan of analysis.......................................................................................5
Analysis and findings...................................................................................................................8
Proposed solutions to issue........................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Statement of problem
During pandemic, BYKLYN face the worst issue and that is business management,
because COVID-19 has changed the way organizations conduct their practices in the business
world. It is quite challenging for the company to manage customer base and increase profits,
more than last few years before pandemic. The founder of chosen company, Amy Glosser have
three options and each option encompasses some advantages and drawbacks. They have option
to reopen firm at their existing premises with eliminate capacity, and other one is to covert the
studio at a virtual facility. The last option is to move her facility or venture outside Brooklyn in
different profitable locations. All above three options are emerging after pandemic and because
of these firm face issue to manage the venture in appropriate and competitive manner, which is
not that easy to do that.
Aim
The aim of the study is to identify the issue faced by BYKLYN and provide strategic
direction to overcome their impact on business.
Objectives
 To determine the problem faced by BYKLYN.
 To analyse the impact of business management issue upon organization success.
 To recommend BYKLYN strategic solutions to handle the problem.
Structure of report
The structure of current report include varied concepts such as problem statement and
description of specific situation that might become the reason behind issue BYKLYN is facing,
after COVID-19. Along with that, it also encompasses more points and these are models,
theories and concepts related to case and analysis as well as findings section in which
information had clearly specified related to company. Furthermore, the study structure consist
alternative solutions or ideas that provide desire outcome to the organization, along with strategic
suggestions and research limitation as well as scope for further study. It also includes best fit
solution from the options.

MAIN BODY
Description of the situation.
BYKLN is one of those indoor fitness and cycling studios that inspire everyone, and
challenge them every day to improve their health, fitness and happiness too, which is important
for everyone to do that. In 2019, organization generate a lot of revenue, which is not that easy for
any company to do so in appropriate manner. Number of citizens in the United State were
registering for the membership of health club studios, in the 2019. In the current year, the
success and growth level of company is higher than the expectations of stakeholders.
The overall success and progress of BYKLN start suffering during pandemic, when
customers demand to go digital, and because of this requirement, organization face challenge or
issue to manage business (Stephen and Ashok, 2021). It leads to create more challenges for the
company and its management related to organize and manage business operations and functions,
which is important for them to manage in appropriate way.
In March 2020, governmental bodies in the US declared a region of emergency, and this
action is followed by the executives. Under the action, three different options were given to the
industries in which health and fitness industry is also included. Due to each option, it is quite
challenging for the organization to manage business and expand into new profitable and
progressive geographical area, across national boundary. Customer safety also become the main
reason behind issue that BYKLN face, which lead to decrease the revenue and profits. As it
encompasses major risk of being COVID-19 infected. It is one of the biggest challenges for the
organization to make fitness area hygienic and safe for everyone, because this action require time
and efforts, which is not possible to do for the management in short term period.
Problem statement and plan of analysis.
During pandemic, business management in appropriate manner is the main issue that
BYKLN is facing, due to which new challenges also emerge for the company that put direct
impact on its existing and further activities. This issue become worst when people switch to
online session related to health and fitness that they prefer to take and expect to obtain desire
outcome throughout (Thorpe and et.al., 2022). It is challenging for marketing, finance and other
sections or functions to handle the impact of pandemic in the organization as it also affect their
performance and initiatives in negative manner. Another issues that emerge, because of above

one are lack of financial planning, recruitment and marketing, which are defined below in a table
form,
Functional area Issue Theory/concept/model
Finance Finance department face major
issue due to the impact of
pandemic upon company.
They face challenge managing
financial performance of firm,
in appropriate manner as the
pandemic affected success and
profits of venture, which lead
to create more problems.
Internal analysis is the best
theory or model that will
utilize to identify and analyse
the issue that current
department is facing. It covers
a key model and that is SWOT
analysis, which refers to the
procedure of identifying
strengths and weaknesses of
companies appropriately.
Marketing Marketing department also
face issue after pandemic in
term of promoting venture
appropriately. As they require
evidence based research,
which is not possible to
conduct by using surveys
using offline tools and
techniques like face to face
interaction with target market.
This issue will impact
negatively upon their
performance and efforts they
put to achieve the business aim
and support to do the same
practice.
It is important for the BYKLN
and its management to take
appropriate and effective
models and concepts into their
consideration, which enable
them to identify the issue that
marketing department is
facing. For example, SWOT is
suitable and relevant to
identify the internal
information about company.
Furthermore, value chain
analysis is also considered as
strategic model that
management will use to reach
the final outcome and that is
issue identification.

Strategic management Along with above two
functions, the current
department is also facing the
issue to manage business
performance.
PESTLE analysis is
appropriate in case of
identifying and analysing the
issue that organization and its
department face. This model
will help to conduct analysis of
a country or region and
identify factors that available
in that, which impact
industries and companies.
Human resource department Staffing, retention and
recruitment are those areas
related to which human
resource management is facing
issue.
PESTLE and SWOT analysis
are suitable in case of issue
identification in appropriate
manner.
Literature review-
According to, Saudi, (2021) PESTLE analysis is used to determine the factors, whether
they are major or minor, that impacting nations and companies operating under these, either in
negative or positive manner. In the recent time, the chosen model is utilized in the context of
varied countries, for purpose of identifying forces that impact businesses and their operations. It
includes six terms and these are political, economic, social, technological, environmental and
legal. Each term relate to a sector and organization that operate under that. On the other hand,
Benzaghta and et.al., (2021) stated that PESTLE is effective to identify external factors, which is
important for companies to know appropriately. However, SWOT is better because without
understanding internal capabilities of the organizations, it is not possible for management to deal
with external factors that impacts major and high level. As internal analysis, the chosen models
is used, which enable management to identify the weaknesses of firm and then strengths that help
to handle the worst situation appropriately. It applied in the context of varied companies, either
small or large to gather info about capabilities and operational effectiveness that they had and
utilize to grow rapidly in effective manner, which is quite challenging for a company to do that.

In the view of, Boora and Sharma, (2021) value chain analysis is effective because it
enables management and other stakeholders to identify the challenges or issues that operational
and functional units are facing. It leads to define each and every operation or function of the
companies, and practices that they are accountable to conduct in appropriate and systematic
manner. Value chain analysis refers to procedure of evaluating each and every activity that has
been conducted in an organization for purpose of determining their effectiveness and measure
the outcome that organizations obtained throughout.
Palacios-Mateo, van der Meer and Seide, (2021) contradict that value chain analysis is
effective, but not in certain manner, for example it helps to identify the activity that conduct in
the companies, instead of development or improvement areas. It is quite essential and useful for
the management to identify the area where improvement is required, as it may drive their
attention toward setting aims that are achievable and beneficial for the organizational growth and
unpredictable success in the world of business. SWOT analysis is defined as process of
determining the factors or forces that affect business performance. It is one of the best models of
internal environmental analysis of the organizations that allow management to collect data about
what improvements are needed and how they can cope up with each in appropriate, effective and
systematic manner, which is not that easy.
In the today's time, majority of companies are using SWOT, because it may drive the
attention of management toward taking strategic actions and developing plans which they utilize
to gain competitive advantages as this internal analysis will give them chance to do that. Thus,
along with strengths and weaknesses, it will also specify the opportunities and threats related to a
company, regarding which their concentration and efforts are needed. Along with above benefits,
SWOT analysis provide more advantages to the organizations in term of enhancing their
performance and driving attention toward development areas which give them chance to develop
the best plan, that help to achieve business goals and objectives, appropriately, with satisfactory
findings at the end.
Analysis and findings.
PESTLE Analysis
Political factors
The varying political stability of the UK under pandemic has had a negative influence on
the overall management of operational activities of the business in the industry. These factors

further affect the decision making ability of the organization due to several changes in the
policies and procedures which are designed by the government (Thomas and et.al., 2021).
Economic factors
The economic and fiscal policies have been consistently fluctuated in the pandemic times
which has been a negative factor for the organization to prepare their strategies which will be
beneficial for them. The profitability of the business may have suffered due to these factors
which was not appropriate for the business to grow.
Social factors
Pandemic had instilled fear and resentment in people to move out of their respective
houses and conduct their sessions in the BYKLN fitness studio. It may have a negative influence
on the overall sustainability of the business in these tough times as people were not showing any
interest in visiting the studio in these tough times due to hygiene issues.
Technological factors
The use of technological tools and applications was a difficult task for the business to
adapt which was not appropriate for the business to achieve success in the industry. Due to
pandemic, customer's demand towards online coaching increased which may be a tedious task
for the company to focus upon (Capobianco and et.al., 2021).
Legal factors
Several new legislations were issued buy the government which were related to the way
the practices needed to be carried on by the business. This may have created restrictions for the
business to operate freely in the industry.
Environmental factors
The spread of Covid-19 virus was a major issues in the environment which had increased
issues for the business to conduct their business activities smoothly having a major impact on the
overall sustainability of the business.
SWOT Analysis
Strengths
The unique business structure and strong values are major strengths of BYKLN fitness
studio which had a major contribution in the overall success of the business in the industry

(Benzaghta and et.al., 2021). The organization has a good reach and positive response from their
customers which has been a major factor in the overall success of the business in the industry.
Weaknesses
The business has lower skills of adaptability which is a major weakness of the business
that is not appropriate for increasing its overall success in the competitive business environment.
It may not be able to make effective changes in their business environment in the tough times
which is not suitable for its overall development.
Opportunities
Installing new and advanced technological tool can become a major opportunity for the
business which may be helpful in increasing the overall performance of the company in the
pandemic times (Djellabi and et.al., 2021). The organization may be able to experience positive
results by providing better services to their customers with the convenience of their homes.
Threats
Competitors who have adopted new and advanced practices for the customers are major
threats for the business to conduct their organizational practices appropriately in the industry.
Changes in policies and procedures of the government are another potential threats which may
reduce the consistency of the business to deliver appropriate results for their customers.
Porter's Five Forces Model
Competitive Rivalry
This force has higher power in the industry which as there are many competitors which
have a significant market share in the industry. Businesses like HIIT BK and Orangetheory
Fitness are major competitors of the organization which had a good competitive advantage
among the competitors which is crucial for the business to grow in the industry (Irfan and et.al.,
2019).
Bargaining power of buyer
The customers have high power of bargaining as there are several substitutes and
competitors which can offer them better value for their money in the industry. It is a significant
factor which exerts a strong force on the competitive advantage of the business i8n the industry.
Bargaining power of seller

This force has low dominance for the business in the industry as there many suppliers
which are available for the organization in the industry. It is easy for BYKLN fitness studio to
negotiation their rates from these suppliers which is crucial for the organization to gain better
advantage and enhance their services ion the industry.
Threat of substitutes
Several substitutes like YouTube videos, digital platforms, subscription based online
training etc. are available with the customers in the current era (Caballero-Morales, 2021). These
aspects exert a strong force ion rthe competitive advantage of the business in the industry which
is not beneficial for the business to gain benefit.
Threat of new entrants
It is comparatively easier for new organizations to open a business in this market which is
considered a strong force which has a significant impact on the overall development of the
organization in the industry. These aspects may not be beneficial for the organization to survive
in the competitive business environment.
Proposed solutions to issue.
Issue identification is also important for the managers and leaders in the organizations to
do, in term of conducting practical things, such as internal and external analysis. As it also
included in their roles and responsibilities, which they attempt to fulfil in effective and
appropriate manner. From BYKLN case study, it has been determined that organization is facing
issue to manage business and activities related to that with new requirements after pandemic that
impact organizational performance in negative way. Number of solutions related to identify and
analyse issue available, that help firm to grow competitively and rapidly, without facing major
issues and making mistakes that lead to decrease their operational effectiveness.
Company and its administration can take initiative to develop and utilize effective
strategies such as team formation. It can be said that when a team take responsibility to conduct
any professional and managerial activity, it can directly or indirectly contribute to make their
company successfully, which is essential and beneficial for everyone in each manner. In the
recent time, effective teams are becoming the main players in the business world, because each
team play their role with number of skilled and experienced candidates, who are able to achieve
the aim and set new objectives.

Another solution that BYKLN can take into its consideration is effective and appropriate
financial planning, that management utilize during pandemic and after the same. The similar
action or idea, firm can use in any unpredictable situation, when company need to perform well,
and conduct practice to utilize the best resources, which enable them to reach unexpected
outcomes, with few efforts and initiatives.
Best- fit solution-
From above two suggestions or options, the first one option is included in the category of
best fit, because it will provide organization a lot of benefits. For example, teams with effective
and talented people can perform creatively and productively, which is not that easy for any group
to do that as it require professional skills at high extent. Each skill utilization in the workplace
can make a company productive and profitable always. It can be said team development in the
organizations plays significant role in the context of their success and progress that also enable to
fulfil the need and expectations of stakeholders in which number of candidates are included like
managers, customers, leaders, employees, etc. It is the best fit solution that management can take
into their consideration for purpose of achieving the goals, that specify above. Team with right
competencies and knowledge about their roles and accountabilities can make company capable
to gain competitive advantages by giving tough competition to rivals, that exist in the same
industry and work in competitive manner. It will allow firm to increase the effectiveness of
business operations and functions, even better than last few years or months, that is important for
BYKLN growth.
CONCLUSION
On the basis of above discussion, it has been concluded that organization has overcome
the negative impact of external factor and that is pandemic, as it impacted negatively upon its
customer base and business growth. The issue that has been determined from case study of the
company, has driven the attention of management toward considerations of strategic plans and
strategies that they developed to make company at similar position, where it from last previous
years or more than the same in the future. Furthermore, by summing up above analysis, it has
been summarized that PESTLE and SWOT as well as value chain analysis has contributed to
determine more challenges faced by the company and its management.

REFERENCES
Books and Journals
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Benzaghta, M.A. and et.al., 2021. SWOT analysis applications: An integrative literature
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Caballero-Morales, S.O., 2021. Innovation as recovery strategy for SMEs in emerging economies
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Djellabi, R. and et.al., 2021. SWOT analysis of photocatalytic materials towards large scale
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Thomas, P.J.M. and et.al., 2021. A PESTLE analysis of solar home systems in refugee camps in
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Thorpe, H and et.al., 2022. Reconceptualizing Women's Wellbeing During the Pandemic: Sport,
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