BYKLYN Case Study Analysis: Impact of COVID-19 on Retail Industry

This case study analysis focuses on the impact of COVID-19 on BYKLYN, a health and fitness studio in the retail industry. The report includes a problem statement, plan of analysis, PESTLE and SWOT analysis, proposed solutions, and recommendations. The report highlights the impact of COVID-19 on the company's operations and functions, and the issues faced by the company in the market. The report recommends strategies to overcome the impact of the pandemic on the business.

STUDY CASE ANALYSIS

EXECUTIVE SUMMARY
Case study analysis refers to the process of conducting appropriate research that help to
determine the issue, which a company faces. It is important for the management to focus on
using and implementing this procedure, because it enables them to appropriately examine
alternative approaches, and techniques in term of solution that help solve issue. From the current
study it has been determined that COVID-19 as external factor has impacted negatively upon
BYKLYN, in varied terms. It is one of those factors that create the biggest issue for the chosen
company, in term of creating challenges running venture appropriately and successfully in the
market, where people are afraid of taking their steps out of the home. The aim of this research
has been achieved, because the information is gathered in the context of BYKLYN issue,
through secondary data analysis approach that has been adopted. Furthermore, company has
conducted external market analysis, in form of using the key principles, and theories such as
PESTLE analysis model. It has determined that key forces that affect negatively upon company
and developed ideas that help to overcome the adverse situation, create by each factor, which is
quite essential for the management to do so.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
Chapter 1 - Introduction to the case study.......................................................................................4
Statement of the problem.............................................................................................................4
Research Aims.............................................................................................................................4
Research Objectives.....................................................................................................................4
Structure of rest of the research or report....................................................................................4
Chapter 2 - Case brief: Description of the situation........................................................................5
Chapter 3 - Problem Statement, Plan of analysis...........................................................................5
Statement of the problem in the case...........................................................................................5
Proposed Plan of Analysis...........................................................................................................6
Literature Review........................................................................................................................6
Chapter 4 - Analysis & Findings.....................................................................................................8
PESTLE Analysis........................................................................................................................8
SWOT analysis-...........................................................................................................................9
Chapter 5 - Proposed Solution to Problem....................................................................................10
Generation of ideas....................................................................................................................10
Best fit solution..........................................................................................................................11
Recommendations......................................................................................................................11
Action plan of limitations of the study......................................................................................12
REFERENCES..............................................................................................................................13

Chapter 1 - Introduction to the case study
Statement of the problem
The current study is conducted and prepared to identify the issue that BYKLYN is facing,
while running venture into retail industry and that is sale decrease and consumer retention, due to
COVID-19. In the recent time, pandemic is the worst factor that impacts the world of business
negatively in several manners such as decrease the supply and demand of quality products,
services and other things (Abdolkarimi and Babaei Fallah, 2021). BYKLY and its management
experience the adverse situation in the market, because of pandemic, which outcome in term of
lock-down, due to that people are not purchasing goods as they are afraid of infection, spreading
all over the world. The perspectives and buying behaviour of individual person in the market has
been changed, because of which companies are facing number of challenges and focusing on
handling the issues that arises.
Research Aims
The aim of the research is to identify and analyse the issue that organization is facing in
the retail industry.
Research Objectives
 To identify and analyse the impact of COVID-19 on BYKLYN.
 To determine the issue BYKLYN is facing in the market.
 To recommend solutions to the company to overcome the impact of pandemic upon
business.
Structure of rest of the research or report
In the rest of the report the case description is explaining key areas of this case study
including problems statement and plan for making analysis, a clear description of the case. Then
the report would represent analysis and findings showing the current situation which is faced.
Solutions to the problem are proposed at the end which provides better assistance for solving the
problems.

Chapter 2 - Case brief: Description of the situation
The current case is explaining the problems which have been faced by BYKLYN in the Covid-
19 pandemic as the business was unable to undertake their operations successfully in the
business environment (Al-Husban, 2020). The organization faced issues in order to manage their
productivity in the difficult times of the Covid-19 pandemic. The customers were feared due to
the outbreak and people reduced to move out of their homes for visiting gyms and health centres
for physical activities. The risk of transmission of the disease among the audience created with
each other which may have a significant influence of the performance of the company in the
industry. The exchange of contaminants may frequently take place in the gyms as people may
share the equipment with each other which is the main cause for the spread of the virus. The
sales of the business decreased significantly having a negative influence on the overall
profitability of the company in the industry. Customers were resistant to procure the services
which are provided by the business due to the instability in the environment which was caused
by the Covid-19 pandemic.
The adoption of other businesses and countries to manage their health and safety business
on the online platforms is beneficial for the business to grow and generate better quality of
output in the industry. There are several changes which have been created due to the Covid-19
restrictions which had a negative influence on the overall productivity of the company in the
industry (Alshare and Sewailem, 2018). The business was forced to go online and develop their
digital business environment for conducting the business operations smoothly. This was
important to provide the customers with their services by keeping their healthcare and safety at
place. The management of operations in the online set-up created difficulty at the initial stage for
the business to manage their performance in the industry.
Chapter 3 - Problem Statement, Plan of analysis
Statement of the problem in the case
The problem which is identified concerns the problem which has been identified through
the case study. There are certain issues which the organization is facing in the retail industry. The
problem which has been identified is the organization facing the impact of Covid – 19 on its
operations and various other functions (Nandonde, 2019). Covid -19 is an infectious disease
which is caused by the SARS-CoV-2 virus. Due to Covid – 19 the company is affected largely as

the pandemic has affected the employees and the people of the organization. This is the major
issues and problem which has been identified and this has impacted and whole health and fitness
industry and largely the organization which is BYKLYN. This is the major issue which has been
identified as the organization is still recovering from the impacts of Covid – 19. Therefore, the
major issue is Covid – 19 which has impacted the organization and its operations.
Proposed Plan of Analysis
The plan which has been framed for the problem which has been identified. The problem
organization is facing is due to Covid – 19 there have been issues in the functions and operations
(Nastar, 2020). For the problem identification, the plan has been framed and this helps in
addressing and understanding the concerns which are related to knowing the adverse impacts of
Covid -19 on the organization which is also affecting the health and fitness industry at large
scale. The proposed plan has been framed so that the organization frames appropriate strategies
to cope up with the pandemic in significant manner.
Literature Review
Theme 1 – Impact of Covid - 19 on BYKLYN
According to Rattani, (2018), due to the problem which the people are facing in the
Covid – 19 have impacted largely on the organization and this has resulted in the adverse
impacts affecting the growth and development of the organization and of the overall industry.
Covid – 19 has also impacted the organization as there has been higher risk of transmission
because the members share the equipment and expel ore respiratory droplets than the average
number of people in the fitness clubs. During the times of Covid, droplets were considered as the
key way through which the virus was spreading and this created anxiety among the members of
the organization. Due to this problem, the business was affected largely. The business faced
problem regarding the stickiness to the customers, the business lost the connection with the
community, there was also no understanding of the key performance indicators largely and this
analysed the problem in the manner as not be solved in one step. Therefore, the organization
needed strong strategies and effective planning so that they are able to solve this issue.
As per Richards and Pilcher, (2020), the organization is also struggling to survive the
long term lease agreements and this was analysed as large part of the company. The usage of

product was also diluted and this helped in analysing the concerns related to effectively framing
the strategies so that the members of the health and fitness industry are also coping up from the
adversities which they are facing at large scale. Apart from this, the company is also facing the
major issues of struggling through the staffing and branding of the company and its services due
to the Covid – 19 impact. It became very important for the company to initiate certain
characteristics and skills and frame such strategies which helps to recover from the Covid – 19
impact. Moreover, the company also faced the issue in the operations and its functions as there
was scarcity of usage of the members coming to gain the fitness and this impacted the members.
Therefore, the overall operations and the functions of the company suffered due to the impacts of
Covid – 19 or pandemic. These key aspects helped in analysing the impact of Covid – 19 on the
company.
Theme 2 - Issue BYKLYN is facing in the market
As depicted by Sharma, et. al. (2021), the company was facing problems which were
related to addressing then key concerns of promoting the products and services in the market.
The company is facing the major issue of operations and functions which have been working in
the market are impacted and this helps in understanding that the company was unable to create
value in the market and this affected the services and products which were managed by the
company. The company was also unable to analyse and create value towards the market as they
were facing the issues regarding the promotion and advertising of the business during the Covid -
19 times. The market value of the company was high but the company was unable to cope up
with the requirements of the customers by providing them appropriate tools and services which
would help them in being fit and healthy. There were also problem regarding the concerns
related to addressing the perspectives of how the facilities are made available to the customers in
the market.
As denoted by Vos, McDermott and Swinnen, (2022), also there were many other
companies which were growing and were initiating new policies and programs regarding the
fitness and health at large scale. There are thus many issues and problems which the company is
facing at large scale in the market and this determines the key measures and strategies which
should be framed so that the company is able to initiate proper plans and strategies to advertise
and promote their products and services in effective and efficient manner. Therefore, there are

many issues which the company is facing and this helps in determining the key concerns which
are related to knowing the perspectives which should be resolved in such manner that the
business of being healthy and fit stabilizes in the market at large scale. This is the basis and the
manner in which the company should be focusing upon the growth and development of the
company in effective manner. The issues will be resolved when there will be proper framework
of strategies and how the profits and losses are managed by the business by providing
appropriate services to the members in significant manner.
Chapter 4 - Analysis & Findings
PESTLE Analysis
For finding the external factors which act as problems for the business, PESTLE analysis is
suitable.
Components Particulars
Political factors Instability in the political environment has a negative influence on the
overall performance of the business in the competitive business
environment (An, et. al. 2019). There were changes in the policies and
procedures of the governments which made difficult for the business to
undertake appropriate decisions for the growth and sustainability of
BYLYN in the industry.
Economic factors The world economy is deeply affected by the Covid-19 pandemic and
people are facing issues to manage their expenditure. The main focus of
the maximum customers is to procure basic products which acts as a
negative factor for the company as it is a premium health store. The
business was unable to manage their profits due to the less spending
capacity of the customers that is acting as a hindrance in the growth and
sustainability of the business.
Social and cultural
factors
The changing trends have a major influence on the overall performance
of the business in the industry. Customers have developed a habit to stay
at their respective homes and exercise for their health needs. These may
have a significant influence on the profitability of the company as

BYKLYN may lose many of their customers due to such trends in the
business environment.
Technological
factors
The use of technological tools and software has been beneficial for the
business to develop their online platforms for targeting the customers
effectively (Chib Alvarez and Todorovic, 2021). This factor has a
positive impact on the business, as it is able to adapt new measures for
dealing with the negative impact of Covid-19 pandemic on the business.
With the help of these activities, the businesses are able to grow and
generate better quality of output in the industry.
Environment
factors
BYKLYN is a health and fitness studio which is dedicated towards
increasing the overall performance of the business in the industry. The
environmental sustainability is a major factor which is considered by the
business and negligible wastage or pollution is created in the external
environment.
Legal factors Laws and practices have been strict after the Covid-19 pandemic which
may have a significant influence on the overall operational capabilities of
BYKLYN in the industry (Lorenzo, et. al. 2021). The public places like
gyms and parks have faced various issues by the businesses which has a
negative impact on the overall performance of the organization in the
industry.
SWOT analysis-
The internal factors which have a major influence of the decision-making process of the business
are analysed with the help of SWOT analysis.
Strengths:
 The highly qualified instructors of BYKLYN are perfectly trained in this field and have a
major experience that is helpful for them.
 The company has gained a significant market share which is beneficial for increasing the
overall performance of the organization in the industry (Christodoulou and Cullinane
2019).

 The branding of BYKLYN is popular in the industry and people find this organization to
be suitable for them for meeting their heath needs.
Weaknesses:
 The inability of the business to make frequent changes in the business environment due to
certain situations may act as a weakness for the business in the industry.
 The package model of business of BYKLYN created issues for the business to manage
their client satisfaction and retention successfully.
 The capacity of customers has been reduced by the governments which has a significant
impact on the overall performance of the business in the industry.
Opportunities:
 The organization can enhance their virtual mentoring and coaching for enhancing
reducing their loss of customers and generate better productivity in the industry.
 The set-up of the business in outdoor locations is a better opportunity which can be
beneficial for the company to grow and achieve better success in the industry (Czerny, et.
al. 2021).
 The company can focus on their digital marketing and promotional activities which can
be beneficial for them to attract more customers towards the business in the industry.
Threats:
 The competitors of BYKLYN create difficulties for the business to capture a better
market share in the industry and gain benefit in the business environment.
 The frequent changes in policies and procedures of the government may lead towards
instability in the business environment of the company.
From the SWOT and PESTLE analysis, it can be understood the Covid-19 pandemic have had a
significant impact on the overall profitability of the company in the industry (Nandi, et. al.
2021). Although, the company has been able to stabilize their situation by taking several
decisions and adapting to a better approach towards the business.
Chapter 5 - Proposed Solution to Problem
Generation of ideas
It is necessary for finding appropriate solutions for reducing the risk of issues and challenges
which are faced by the organization in the competitive business environment (Davison, B.,

2021). The performance of the company has been significantly affected due to Covid-19
pandemic which are creating a major impact on the growth and development of the company in
the industry. Some appropriate solutions are stated below:
 The business can enhance their marketing with the help of various digital tools and
techniques like SEO, social media marketing etc. that are effective in generating better
reach among the customers
The development of sustainable gyms which are safe and secure from virus outbreak providing
better satisfaction to the customers to grow (Hailikari, Katajavuori and Asikaine, 2021).
 Reducing the price ranges of the packages which are provided by BYKLYN can be an
effective practice for increasing the interest of the customers towards the organization.
 Partnering with influencers to promote the brand as safe among the market is another
such practice which can be effective for the company to grow and achieve better success
in the industry.
Best fit solution
After evaluating all the proposed solutions appropriate the strategy of the business to
provide the health and fitness packages at subsidised rates and improving their digital marketing
is found to be suitable for BYKLYN. This strategy can provide the business with appropriate
assistance to enhance their quality of output and achieve better results which are beneficial for
the company to grow and enhance in the competitive industry significantly (Kotler, Kartajaya
and Alaydrus, 2021). This strategy can be useful for the company to grow and enhance their
performance in the highly competitive business environment successfully.
Recommendations
 It is recommended to the business to develop sustainable environment for their fitness
studios where customers feel safe and secure.
 BYKLYN can diversify their business model and instil better practices which are
effective for the company to grow and generate better quality of output in the business
environment.

 It is necessary for the company to make appropriate investment in their marketing
activities which can be beneficial for the business to make better relationships with their
customers which has a positive influence on the company to grow.
 Providing a clean and pollution free environment to the customers can be helpful for
attracting more and more customers towards the business.
Action plan of limitations of the study
Problems or limitations-
This case study has been analysed and prepared appropriately still there have been certain
limitations such as lack of time, resources, primary sources etc. that had a negative influence on
the overall quality of the results generated.
Prioritizing problems-
It is necessary to enhance the area of study and include better sources and literature
which can provide better assistance on the actual factors which had a major influence on the
company. A proper consideration to these factors is necessary for gaining better advantage.
SMART goals-
SMART goals can be assigned for achieving the business objectives appropriately which
may have a positive impact on the overall performance and sustainability of the company in the
industry. These goals can be effective for increasing the effectiveness of the results successfully.
Scope for further research-
This research has used secondary data for analysis and interpretation of the results. It is
necessary for including better sources and increasing the viability of the results for the success of
the study.

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