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Competitive Position of the Organization - PDF

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Added on  2021-02-18

Competitive Position of the Organization - PDF

   Added on 2021-02-18

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Virgin Active - Competitorin fitness and well-beingsector
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Table of ContentsINTRODUCTION...........................................................................................................................1Background of the Company...........................................................................................................1Competitive Advantage...................................................................................................................1Competitive Position of the Organization........................................................................................5RECOMMENDATIONS.................................................................................................................8CONCLUSION................................................................................................................................8........................................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONBusiness is the broader term when it is linked with the international market because thereare various factors affect the organization such as internal as well as external. So managementhave to formulate various strategies in order to achieve their organisational goals & objectives. Itfurther helps in increase efficiency as well as effectiveness of the enterprises (Aquatic ExerciseAssociation, 2017). For the better understanding of this concept, this report selected VirginActive company which is a chain of health club. It is situated in 8 countries across the world andit was founded in 1998 by Richard Branson. This report include various topics such as analyticaltools to measure competitive advantage and other business strategies. Along with this, it includesPESTEL, SWOT and marketing analysis by using marketing mix. In addition, it includesorganizational functions such as marketing, finance, human resource along with somerecommendations. Background of the CompanyVirgin Active company provide the health and fitness related services to the customersand it includes the health centers which provide gym equipment, tennis, sports activities,training, spa, swimming pool etc. Company founded in 1998 in the United Kingdom by RichardBranson and its headquarter situated in London, England. Currently, Virgin Active have theiroperational activities in 8 countries where they have 45 health clubs in UK and 250 across theglobe. In total 8500 employees only in UK's health clubs and total 1.2 million members areattached with Virgin Group (Virgin Active, 2019). Currently organization not offer franchiseoptions but its competitor that is Planet Fitness started a franchise group. Competitive AdvantagePESTEL Analysis: It is an analytical tool which helps the organization to identify theirexternal factors which affect the organization in terms of productivity and profitability. By usingPESTEL analysis manager of Virgin Active identify the potential impact which impact theoperational activity of the company and it is discussed below: 1
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Illustration 1: PESTEL Analysis, 2019.Political: This factors include political stability, government rules & regulation, tradepolicy, tax policy etc. Virgin Active follow all the government rules, regulation andpolicies as per the nature of business (Bratton and Gold, 2017). In the Britain, thiscompany is most trusted brand where lots of customers buy their products and it has hugeinfluence. Government interference is not clear because of partnership with variouscompanies. Economic: This factor is majorly concern about profitability of the company because itaffect the economy and it includes inflation, interest rate, disposable income etc. VirginActive run their business through partnership and expand their business globally whereglobal recession affect the business. Fluctuation in local or international market alsoaffect the manager's decision making process. Social: It will influence by the society where they organization have to focus on differentculture, value, population etc. So Virgin Active have responsibility to serve qualityservice to their customer on time. Because Virgin provide poor punctuality serviceswhich they have to improve to address their customer's requirement on time. Technological: Change in the technology always affect the organization if they effectiveadopt the technology then it is beneficial for the organization. If not, so they have tosurvive in the market for the longer period (Chelladurai and Kerwin, 2018). Effective2
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