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Strategic Decision- Les Mills

   

Added on  2020-03-23

9 Pages2228 Words551 Views
LES MILLS NEW ZEALAND

Table of ContentsSTRATEGIC DIRECTIONS OF LES MILLS............................................................................................1HUMAN RESOURCES PLANNING AT LES MILLS..............................................................................4COMPETITIVE ADVANTAGE.................................................................................................................4CONCLUSION...........................................................................................................................................5REFERENCES............................................................................................................................................7

STRATEGIC DIRECTIONS OF LES MILLSThe strategic directions being taken by Les Mills can be examined by a situationalanalysis of the company. This analysis covers PESTLE, SWOT and Porter’s Five Forces andtheir impact on the company’s operations and decisions. PESTLEFrom the PESTLE analysis given above, several deductions can be made for Les Mills.Firstly, the government of New Zealand is playing an active role in promoting health and fitnessin the country. It is spreading awareness through school-based campaigns, public educationprograms, youth training interventions and marae-based programs. When fitness and sports areone of the main governmental priorities, people are likely to take it seriously. As far as theeconomic scenario is concerned, New Zealand is still grappling with recession. However, thegym and fitness industry has been recession proof. Gym memberships in the country are growingyearly. Interest rates are at an all-time low of .5% (NZIF, 2017). This implies that fewer peopleare focused on saving and hence they gym members are spending an average of 500NZD perannum on gym memberships. Coming to the social factors, fewer people in New Zealand are cancelling their gymmemberships, implying there is high demand for gyms. This is also because New Zealand has an1The government has been actively advertising and promoting good health among its people.Public education programs and youth training programs by governmentPoliticalThe country has been hit hard by recession, but the fitness industry has sailed smoothly through it.Interest rates are at a historical lowEconomicRising obesityGreat demand for gym membershipsPhysical leisure and sports form their cultural identitySocialAdvancement in gym equipment technologyTechnologicalHealth and safety regulationsLegalGrowing customer awareness about environmentHigh energy consumption by machinesEnvironmental

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