(SM )Strategic Management Assignment

Running head: MANAGEMENT AND COMMUNICATION 0
Management and
Communication

MANAGEMENT AND COMMUNICATION 1
Table of Contents
Introduction................................................................................................................................2
Task 1.........................................................................................................................................3
Introduction of PureGym.......................................................................................................3
Task 2.........................................................................................................................................4
Organisational Structure of PureGym....................................................................................4
Task 3.........................................................................................................................................6
System Approach...................................................................................................................6
Task 4.........................................................................................................................................7
SWOT Analysis.....................................................................................................................7
Ansoff Matrix.........................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

MANAGEMENT AND COMMUNICATION 2
Introduction
This report will focus on analysing the management strategy of PureGym Company. The first
part will include the introduction of the corporation and the unique characteristics that it
possesses. The second section will evaluate the organisational structure adopted by the
PureGym Company. The third section will provide a management approach which can be
implemented by the administration of PureGym Corporation. The fourth part will focus on
analysing two specific innovative strategic management objectives of the PureGym
Company, such as SWOT and Ansoff.

MANAGEMENT AND COMMUNICATION 3
Task 1
Introduction of PureGym
PureGym limited is a fitness club chain situated in the United Kingdom; the company has
gyms all across the country. With more than 450,000 members, PureGym is the largest gym
chain in the United Kingdom. Currently, the company has more than 180 gyms, and they plan
to open 300 gyms by 2020 (Kilgannon, 2017). The company has a team of dedicated staff
members, and they focus on improving the business and the development of their members.
The corporation has also won the best place to work awards in 2016. The company’s motto is
making their member’s each day memorable.
The company provides reasonable and flexible access to its members with superior quality.
The corporation also has an online membership plan through which members have to pay less
than £20 a month without filling any form. All the gyms are open for 24*7, and they are
easily accessible throughout the country (Kingsley, 2012). PureGym gained a lead in UK’s
gym industry by focusing on their customers’ demands and utilising the modern technology.
The company is changing the gym industry by introducing gyms for old peoples. Various
offers provided by the firm to its customers such as autumn offer concessional rates, giving
one-year membership at a discount rate and 20 percent of the rebate for the students’
members in the gym. The corporation also provides around 50 to 80 free fitness sessions to
its members each week by over 2000 personal trainers (Duggan, 2014). The firm is known
for their superior quality fitness equipment and the widespread free mass area in the gym.
PureGym also invests in multiple areas of fitness industry to provide a better experience to
their members.