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Marketing Techniques Implemented by Virgin Active Health Clubs

   

Added on  2020-02-03

13 Pages3554 Words192 Views
UniversityBusiness EnvironmentByDateNameLecture’s Note
Marketing Techniques Implemented by Virgin Active Health Clubs_1
Business EnvironmentTable of ContentsIntroduction...........................................................................................................................................3Organizational structure and Leadership style.......................................................................................3Leadership quality of Sir Richard Branson.........................................................................................4General External Environment..............................................................................................................6Competitive Environment......................................................................................................................9Bargaining power of the customers...................................................................................................9Bargaining Power of Suppliers.........................................................................................................10Threats of new entrants..................................................................................................................10Threats of substitutes......................................................................................................................11Threats of existing rivals..................................................................................................................11Recommendation and Conclusion.......................................................................................................11References...........................................................................................................................................13Page 2 of 13
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Business EnvironmentIntroductionThis assignment is based on various marketing techniques implemented by Virgin Active Health Clubs in order to expand the business into the dynamic and newly evolving market such like China which is considered as a country of East Asia. Besides that, the organizational structure along with the leadership style of Richard Branson will be discussed in this study. In addition, various types of external business factors how to influence the business will also be evaluated through proper argument and justification. Moreover, a competitive analysis of Virgin Active Health Clubs including internal strength and weakness will be analysed in this assignment. At the last stage of the assignment, a suitable recommendation will be provided for the future growth of Virgin Active Health Clubs regarding international expansion(Young, 2013).Apart from that, it is very critical for a firm to understand the opportunities of the dynamic market to conduct a prospective marketing. Besides that, Virgin Active Health Clubs holds the top position by developing the psychological and health synergy. Along with that, with the help of various analytical-theoretical structure, the marketing practice of Virgin Active Health Clubs will be analysed. Thus, as early mentioned PESTEL analysis and Porter’s five force theory both models will be used to determine the competitive analysis of Virgin Active Health Clubs(Fogarty, 2005). Organizational structure and Leadership style The structure of the organization is playing an essential role in order to achieve desired goals and objectives. On the other hand, the leadership styles are one of the most significant elements which lead an organization to the success. Talking about the Virgin Active Health Clubs which mainly operates some major countries such as Australia, Italy, Spain, Portugal, United Kingdom and South Africa. In addition, near about 190 fitness clubs which are Page 3 of 13
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Business Environmentoperated in many nations. Mr Richard Branson is the CEO of Virgin Active Health Clubs which fall under the Virgin Group established in 1999 with tremendous profit growth of 18% on average. Moreover, it includes over 9000,000 satisfied members worldwide. In other sense, the organizational structure of Virgin Active Health Clubs is perfect which indicates positivity of international expansion in the China. Leadership quality of Sir Richard BransonAt the age of 15, Sir Richard Branson was dropped out from high school and founded his very first business. Young entrepreneur’s ambition was displayed when he proposed a joint venture with airline industry. Many years go, in current days, he is the CEO of Virgin Group which can be described as a diverse entrepreneurial venture. Behind the success of Richard Branson, his unique passion, vision and leadership qualities were involved. In other words, the success of Virgin Group is the reflection of his mind-blowing leadership quality(Miller, 2012). Mr. Branson is famous for his competitive and energetic leadership. Through differentverbal and non-verbal channels, leaders develop values and beliefs to the subordinates since leadership is very critical in the management. On the other side, almost every executive gave the value and attention to the customers, at that time Richard Branson is the only man who realized that the employees should be equally prioritized. He firmly believed that with the help of employee satisfaction, an organization could improve its productivity. In addition, if employees properly execute the tasks, the customers will be satisfied automatically, and the business will reach its desired profit margin(Miller, 2012). Moreover, Richard Branson effectively focused and make sure that the employees of Virgin group are happy and get job satisfaction. Apart from that, he additionally determined that an organization includes a lot of people who required to being motivated by the leader in order to address difficulties by helping each other or make efficient teamwork. Motivation is one of the key element which Page 4 of 13
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