Global Business and Strategy

This report discusses global business and strategy, focusing on Pure Gym. It covers the internal and external analysis, sustainable competitive advantage, and provides recommendations for the gym. Learn about the strategies and tools used by Pure Gym to achieve its goals.

Global Business and
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background.............................................................................................................................1
Internal and External analysis................................................................................................2
Sustainable Competitive Advantage.......................................................................................4
Recommendations..................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9

INTRODUCTION
Global business refers to the organisation that mainly manage and operates different
types of facilities like distribution and factories centres in so many countries across the globe.
Therefore, it is considered as a unique form of international business, that sells goods and
services globally (Akhmetova and et. al., 2018). In order to be very effective in this companies
generally adopt so many strategies and tools by which they can make better course of action
along with able to make better plan to achieve organisational goals and objectives. Thus, firms
are needed to engage with strategic management system in order to run their business in a
smooth manner. It includes identifying overall environment of business, measuring strategies and
setting target in an effective manner. Moreover, this report is based on PURE GYM which is one
of the best chain of health club within the United Kingdom. This chain is generally based on
Romford country and has so many gyms across the UK. It was founded in the year of 2009 by
Peter Roberts which is headquartered in Romford UK. This chain of health club have large
number of fitness machines in gym by which people can get a new healthy destination in town
named as Pure Gym Romford. With the help of this gym people feel energetic and able to
achieve their goals. Along with this, Pure Gym also provide discounting offers and parking space
for vehicles. The main advantage of this gym is that they are giving extra 2 hours gym for people
with free parking. Moreover, report will rectify internal and external analysis with sustainable
competitive advantages that company has. Lastly, there will be few recommendations on the
behalf of discussion of issue areas.
MAIN BODY
Background.
Pure Gym is one of the best choice of UK's economy as they have large number of
facilities with great fitness machines along with it opens 24 hours for people so that they can join
any time and able to get attractive body shape in a perfect manner (Lasserre, 2017). The main
thing of this gym is that they always have flexible rate of membership so that people can easily
join them and achieve their goals. When people get sorts of facilities in gym than they can easily
give feedback to this gym and able to attain its goals in a perfect way. As this gym always opens
for 24 hours so this is the opportunity for every people to go and join them to imp[rove their
health and overcome negative factor from their body. This gym always welcome for every
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people in regards with gender, size, age, ability and ethnicity. With the help of this they attract
large number of people and leave good or great impression on them. So that this is one of the
best thing that makes them important and increase firm's value of benefits in a perfect way.
Members of Pure Gym always get friendly and supportive culture at gym so that there is
no issues to get shaped body (Cramer, 2017). It also reflects on those factors which are not
recognised by gym but they came from another place like competitors. These are one of the
major issues in gym as each and every place have different types of gym more flexible price.
This type of pricing strategies generally influence people so that they can attract towards them.
In order to overcome competition from gym to gain profits with huge achievements. In addition
to this, Pure Gym has large area for parking space so that people can easily park their vehicle
without any issues and problems. There are so many malls and shops near by Pure gym so after
completing their gym people can do whatever they want. It helps them to achieve target in a
proper manner. They also close to bus stop within the retail park that consist great number of bus
services so that it do not create any issues and encourage people to attain desired goals.
Internal and External analysis.
There are different types of internal and external factors that directly or indirectly impact
on overall environment along with functions or operations of Gym, therefore, it is necessary for
firm focus on it so that they can easily understood impact of internal or external environment,
those are going to be discussed below:
PESTLE Analysis:
This is based on external macro environment of an organisation, going to be discussed
below:
Political: According to this factor there are different types o0f government rules and
regulation which is implied by government of UK. In reference with Pure Gym they are needed
to have understand this factor's impact in order to increase their gym members and as per the
governmental rules. With the help of this environment they are able to give better services to
their gym members and decrease negative impact of this factor (Rothaermel, 2017).
Economic: It is mainly based on overall growth of economy as well as stability. In
context with Pure Gym they have positive impact from this factor as people are coming day to
day and taking membership so that it is growing overall success for gym.
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Sociocultural: According to this factor, consumer preference is the most considerable
thing that involves attitude, beliefs, values, norms and so on. In context with Pure Gym they
always focus on what people want from gym, so that they bring more effective tools in order to
beat competitors and achieve competitive advantages.
Technological: This factor includes so many technological aspects and tools within the
environment. In reference with Pure Gym they are using and bringing so many unique
technologies by which they can they make their effective and it influence large number of
people, so that Pure Gym has positive impact towards this factor.
Legal: It consist different types of laws and regulations in which Pure Gym is needed to
have different types of concepts and laws by which they can make their goals effective and able
to provide best fitness services to their customers. If they are following well than they can
achieve their goals (Perera, 2017). It will increase overall value of gym with huge profits.
Environmental: It is one of the considerable factor in which lots of elements come in
regards with climate and weather conditions. As per this, Pure Gym is needed to have several
kind of protection method so that people can gym in any kind of situation. It will good impact on
people so that they can sustain for long period of time.
SWOT analysis of Pure Gym
SWOT analysis is mentioned to strategic framework which is designed for determining
weaknesses, threats, opportunities addition to strengths of a firm. In other words, it is aforesaid
as tried and true strategic analysis technique that helps in identifying competing benefits. It is
used by all enterprises in distinct forms and is dependent on insights of goals. It brings lights
about sickness or healthiness of institution, assist to devise strategies, evaluates business
environment and taking decisions in context to upcoming action courses. The SWOT analysis of
Pure Gym is as follows:
Strength Weakness
 Pure Gym has diverse at facilities
including spacious gym, quality trainers
addition to certified equipments
(Strange and Zucchella, 2017).
 The institution has attractive
infrastructural rich operation along with
 The financial position of Pure Gym is
not stable and poor.
 The managers of the company
generally underestimates their
competitors which is its weaknesses.
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adequate capital sources.
 It uses capital intensive mediums and
has cash enrichment through
consistently generating revenues.
 It only emphasis towards individual
training despite of group training.
Opportunities Threats
 General public demands fitness and the
growing demand provides huge
opportunities to Pure Gym to capitalise
on itself by satisfying the aspects of
demand.
 By providing gyming facilities as per
focusing on changing health concerns
such as lifestyle disease and increased
consumption of outside food and huge
population are initiating for weight loss
programs that offers huge opportunities
to the gym.
 One of biggest threat for Pure Gym is
related to threat of substitution as there
are huge number of gyms that offers
services at unpaid mechanisms in
which most of population prefers to go.
 The another threat is machine or
equipment expenses when some faults
arises or needs maintenance.
 Wide spread competition among huge
number of Gyms is other threat for Pure
Gym.
Sustainable Competitive Advantage.
Competitive advantage term used when an organisation regularly having different types
of business aspects on the other side several industries have same. So that this type of situation
always develop competition at marketplace. There are several factors of business that may
impact on other and itself that involves market share, technologies, pricing strategies and tools.
By having assorted factors makes negative image of gym in front of lots of people. Therefore, in
order to overcome competition from the industry by which Pure Gym needed to make unique
brand image of their gym so that they can sustain for long period of time in marketplace. It will
help them to achieve competitive advantages at marketplace. Along with at current scenario of
market there are large number of gym who have several fitness machines, so that competition
can be raised any time (Mačaitytė and Virbašiūtė, 2018). There are few strategies by which Pure
Gym can sustain at marketplace for long period of time, given below:
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Strategy Together 2025⁺:
In order to sustain for long period of time at marketplace businesses of gym are needed to
have unique shape and fitness machines by which they can impress large number of people and
make them attractive. In order to bring more improvement in gym Pure Gym can easily bring
few attractive machines and some more specific effective machine which could be easy to use
and influence people more. If respective business of gym will developed such kind of strategies
than they can achieve their goals and objectives in a proper manner. It will give responsibility to
gym for maintain their overall image by which they can increase their value and able to
competitors in an effective manner (Sergio and Rylova, 2018). There are four dimensions which
is followed by Pure Gym in order to achieve competitive advantages, they are as follows:
Role for environment, safety and principles:
Within the competitive scenario gym is one of the most favourable factor of every people
so that they can easily shape their body in a perfect way. Therefore, gym always play significant
role into world of fitness which is one of the best way to grab people attention at marketplace.
Along with this it is necessary for business of gym to make each and every machine powerful by
which they can get competitive advantages in a proper way. In order to run business smoothly
every kind of business has been needed to have large number of quality of skills within fitness
machines. Therefore, Pure Gym plays significant role within the environment that always
provide different type of machines and fitness tools for their customers every time. In order to
gain huge benefits from the people than they should work with a large number group of people
so that they can found more ways from this 2050 strategy in an appropriate manner. It will assist
them to achieve highest principles through making each and every solution better (Rugman and
Verbeke, 2017).
Excellent employer:
In order to achieve successful sustainability at marketplace towards Pure Gym manager
needs to recruit and select highly skilled and knowledgable fitness trainer in order to satisfy
people needs and wants in an effective manner. With the help of excellent employment in gym
they can achieve their goals through increasing large number of people membership in a perfect
way. Along with it is mainly includes positive environment or culture, friendly working
environment and so on. All these assorted elements will maximise overall value of Pure Gym in
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a perfect way. Therefore, it will help a lot to Pure Gym in order to get targeted goals in a perfect
way.
Excited Customers:
Pure Gym is one of the effective growing gym in UK as it is very famous and have huge
variety of fitness machines and tools that makes them attractive and impactful on the consumers
or other people. By giving large number of discount offers and to their customers so that they can
join them easily and able to achieve their goals in a perfect mode. It will increase business's
value and attract large number of consumers who are able to buy their services in order to bring
new shape of their body. Therefore, it is useful for this particular gym that enhance their valuable
goals (Roy and Srivastava, 2017).
Competitive profitability:
According to the changing environment of business this can be said that Pure Gym
should implementation on so many new thoughts and ideas by which they can impress lots of
people at single time and able to achieve targeted goals or objectives. On the other side, with the
help of competitive scenario or advantages they can work together as a team at marketplace by
which they can remove errors from the gym and achieve its standard in a perfect way.
Recommendations
It is necessary for firm to develop different types of strategies in order to bring few
improvements in a proper way. With the help of the above specified several kind of activities
they can huge sustainability at marketplace and able to achieve their goals. For more
effectiveness in gym there are different types of benefits by which they can make their all
operations easy. Those are as follows:
Competition: Pure Gym always considered as the UK's famous gym which gives lots of
services to people and guide them towards making their health and fitness better. At present there
is huge competition between another gym but they always try to bring unique and affordable
pricing strategies for giving membership to its potential customers. So that they can easily
overcome competition from the marketplace.
Target Market: While technological changes are rapidly growing than it is necessary for
Pure Gym to bring large number of several tools and techniques in gym machines so that they
can make their gym beautiful. For more targeted market they should use highest technological
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fitness machines so that they can impress people and able to achieve their goals (Woerkom and
Zeijl-Rozema, 2017).
Benefits: It is one of the best recommendation for Pure Gym that they should easily
understand the overall concept of competitive advantages in a proper style. In order to overcome
errors they should make several kind of varieties of good machines so that they can achieve
competitive advantages.
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CONCLUSION
From the report it can be concluded that health matters for all which is require some
exercises and diets to maintain a good health. For this people prefers to go in gyms and live fits.
In gym, trainer give proper guidance and assistance to live healthy and health conscious. It has
different roles and responsibilities which is require to perform well. PESTLE analysis is used to
know the external factors which can impacts on business organisation. This related with external
environment. SWOT analysis is used to know the strength and weakness of organisation that also
state opportunities and threats which is require to control in order to maintain good performance.
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REFERENCE
Book and Journal
Akhmetova, I. and et. al., 2018. Improving the competitiveness of automobile engineering
enterprises by advancement the internal control over its indicators. International
Journal of Civil Engineering and Technology. 9(13). pp.1865-1876.
Cramer, J., 2017. Corporate Social Responsibility and Globalisation: an action plan for
business. Routledge.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Mačaitytė, I. and Virbašiūtė, G., 2018. Volkswagen emission scandal and corporate social
responsibility–a case study.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Rothaermel, F. T., 2017. Strategic management. New York, NY: McGraw-Hill Education.
Roy, S. N. and Srivastava, S. K., 2017. Global business strategy: Multinational corporations
venturing into emerging markets. Vikalpa. 42(2). pp.125-127.
Rugman, A. M. and Verbeke, A., 2017. Global corporate strategy and trade policy. Routledge.
Sergio, R. P. and Rylova, M., 2018. Employee Engagement and Empowerment as Gateway
Towards Retention: The Case of Volkswagen Group. Journal of Eastern European and
Central Asian Research (JEECAR). 5(2). pp.11-11.
Strange, R. and Zucchella, A., 2017. Industry 4.0, global value chains and international
business. Multinational Business Review. 25(3). pp.174-184.
Woerkom, P. M. V. and Zeijl-Rozema, A.V., 2017. Improving local implementation of an
MNC's global CSR strategy: the importance of stakeholders. International Journal of
Business Environment. 9(3). pp.247-265.
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