BMS508 - Business Plan: Enterprise Strategy for Any Time Fitness

This report outlines a business plan for Any Time Fitness, focusing on its transition to online operations following the Covid-19 pandemic. It details the business idea, which centers on providing fitness-related products and services to a health-conscious market. The plan includes a SWOT analysis, PESTLE analysis, business strategy using the Ansoff Matrix, a Business Canvas Model, STP analysis, and a marketing mix strategy. It also covers competitive analysis, budget projections, and risk mitigation strategies. The plan emphasizes leveraging digital marketing to increase brand awareness and sales, targeting a specific demographic, and offering 24/7 customer service. The report aims to provide a comprehensive framework for Any Time Fitness to achieve sustainable growth and profitability in the competitive market.

ENTERPRISE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Presenting business plan..............................................................................................................3
Business idea...............................................................................................................................3
Determining macro and micro factors of business environment.................................................4
SWOT analysis............................................................................................................................4
PESTLE.......................................................................................................................................5
Business strategy.........................................................................................................................7
Business Canvas Model...............................................................................................................7
STP analysis.................................................................................................................................8
Marketing Mix...........................................................................................................................9
Competitive analysis....................................................................................................................9
Budget........................................................................................................................................10
Cost projection...........................................................................................................................10
Risk and Mitigation...................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Enterprise can be defining as legal entity that conduct transaction related to sales of
goods and services. The main aim of business is to earn profit as well as to provide quality
products and services to their customer. However, in order to manage the administration and
functional unit of the firm it required systematic business plan (Fichter and Tiemann, 2020. ).
The present report is based on Any Time Fitness that provide gym and fitness equipment
services and products to its targeted audience. In addition to this, study will discuss on business
plan so that organization can implement appropriate strategy.
MAIN BODY
Presenting business plan
Business idea
Due to COVID-19 there has been drastic change in customer taste and preferences it is
majorly shifting towards healthy lifestyle. Thus, any time fitness has decided to provide
products and services related to fitness (Strobl, Bauer and Matzler, 2020.). The main objective of
company is to promote healthy lifestyle to their target customer as well as to control unhealthy
lifestyle.
 Product and Services: Any time fitness has decided to provide quality services and
products to their customer. The organization will sell equipment’s such as weighting
machine and other supplements. Along with this, firm has decided to sell rich protein
and fat free drinks in order to attract more and more customer.
 Targeted Market: The firm has decided to cover the local market of UK through
opening physical store in prominent location as it will contribute in attracting large
customer. Along with this, firm has decided to target the customer of age group between
17-40. The company is mainly targeting youngster as they are more interested in
overall fitness (Ibidunni, Peterand Ogbari,2017). In addition, to this, firm will expand its
business by targeting upper and middles class income group.
 Attributes:
 The organization will provide their customer with 24 *7 customer services so that it
can easily identify the issues faced by them and easily address them. Along with this,
this service will help the company in collecting the feedback form the targeted audience

that will contribute in improving the weakness. In addition to this, firm will also
provide chat with the health expert so that it can address the queries related to the
usage of product (Pan, Chen and Zhan, 2019). Thus, such special attribute will allow the
organization to build the healthy relation with their customer.
 Values: Any time fitness will follow the values such as honesty with their customer
by maintaining the transparency in the production system (HAN and Kang, 2020).
Furthermore, it will also follow the safety norms such as proper checking of the product
so that quality services are given to their customer.
 Location: The organization has decided to open 1 physical store in the market of UK
in order to earn revenue. Moreover, it will also make use of digital marketing in order to
increase the brand awareness.
 Involvement: The company will operate with more than 250 employees as well as
collaborate with 10 fitness company and 10 suppliers so that it can easily get the
raw material. Along with this, it will collaborate with various fitness organization
in order to increase their sales.
Determining macro and micro factors of business environment
SWOT analysis
After covid-19 there are different types of impact are seen on the health of people, in order to
consider all the aspects, it has been analysed that Anytime fitness will help out by offering
different types of product and services which re help individual for maintain their health. For any
company’s there are different types of strength and weakness can be faced by the organisation in
order consider the threats and opportunities (Papa, Di Dato and Varrassi, 2021). There are factors
of swot analysis such as follows:
Strength- The main strength of the company is to selling the products at wholesale as well as
retailing it helps to increase the productivity of the organisation. The division of financial
services are also helps for stand by the competitors that are decreases the risk for diverse sectors.
Innovative promotion strategy used by the firm so that it can increases the brand image of the
product and services provided by the company. At the time of festive season there are different
types of coupons and discounts are available for the regular customer so that they can visit next
time. It has used social media strategy for promoting the product with advertisement so it is
increases the sales.

Weakness- This is related to having the low margin because it is possibility for copying the idea
of business that can increases the competition in the market. There are various types of fitness
product and services are offered in UK in which there is a threat of getting low margin. Further
the cost of the product is high that is why only high income segment people are buying the
products (Elavarasan, Subramaniam and Nurunnabi, 2020). There are different types of
technologies are used by the organisation for self-services and producing the products. The cost
are also increases because of the lower and middle income group people are not willing to buy
the product.
Threat- The biggest threat is competition because in UK there are various organisation that are
produce similar products and that is why consumers and supplier has more power to choose the
company it can be supply the goods. The bargaining power of consumer are also high in order to
shifting to other brand. Also, due to globalisations there are different types of laws and
regulations are followed by the companies which are affect the internal department of the
Anytime fitness in order to exporting and importing of goods and services.
Opportunities- It refers to all the opportunities which are related to pandemic provided by
company because of covid-19 people are feeling more aware about the health and that is why
they are likely or having organic drinks. It is the good time that can help to increases the
production of the gym outfit and others category of products (Vlados, 2019). Also, it has the
opportunity of selling the products with the help of digital platforms in order to expanding the
product and services. It is the new trend to take care of their health and that is why people are
like to opt that gym exercise so that it can increases the production.
PESTLE
This is known as strategic tool that allow the organization to know about external threat
and opportunity. Moreover, this framework is very common as it allows the company to
understand the overall business environment (Song Sun and Jin, 2017). That contributes in
making the right decision regarding the business. Along with this, it includes the factors such as
political, legal, environmental, economic, social and technological that can be both
opportunity and threat for the company.
 Political Factor:

 This factor plays very important role in determine the factor it can impact the
overall growth of the Anytime Fitness in negative way. Along with this, factor is
consisting of policy made by the government such as restriction on trade and other
legal frame work. In addition to this, if there is restriction in trade then Any time
Fitness will not be able to supply it products and services in other country
(Turkyilmazand et.al., 2019). Thus, it will affect the overall sales of the firm as
well as growth of the organization in the competitive market.
 Economic factor: This factor is consisting of inflation rate, interest rate and taxation.
However, any time Fitness need to operate in country that have stable GDP as it
will allow the organization to earn more profit. As well as provide stability in the
competitive market.
 Social: This factor is consisting of change in customer taste and preferences,
demographics and culture. Along with this, can be both opportunity and threat to Any
Time Fitness if the company is not able to make the commodities according to the
customer (Islam, 2017). It will decrease the sales of the firm as well as damage the
overall growth.
 Technological: This factor is consisting of digital tools and techniques that can be
used in order to run the business in the competitive market. Along with this, any time
Fitness can make use of digital marketing in order to increase brand awareness in the
competitive market. Along with this, social sites will help the organization in
promoting their services and goods. It can be very helpful in attracting customer in
large (Yaqoob, and Omer, 2021). Moreover, the company can also make use of data
analytical that will contribute in identifying the taste and preferences of the firm in
the competitive market.
 Legal: This factor is including rules and regulation that has been made by the
government in order to maintain peace in the society. This factor can create major
threat of not properly followed by the organization. Along with this, Any Time
Fitness should follow safety norms regarding the equipment as well as labour law in
order to avoid the intervention of government (Khajezadeh. and et.al., 2019). In
addition to this, the firm has to follow company law in order to be aware about their
rights and liability.

 Environmental: The organization is following the CSR policy so that it protect
the environment form hazardous substance. Along with this, it plays very important
role in attracting large customer that contributes in increasing the sales.
Business strategy
In order to sustain in the business environment Any Time Fitness can make use of
growth strategy. However, growth strategy will allow the company to penetrate in new market
area as well as contribute in increasing the sales of the firm. In addition to this, company can
make use of Ansoff Matrix (García-Muiña. and et.al., 2020.). This, model is called as product
and market expansion tool that is used by the firm in order to analyse the growth plan and
strategies. Along with this, it also helps in analysing the risk associated with each strategy.
There are four strategies in this model such as market penetration, product development,
market development and diversification.
Moreover, any time fitness should focus on increasing the sales of the product in the
existing market. However, the motive behind using this strategy is to increase the market
share. That can be accomplished by the firm by decreasing the price of the product in
order to attract more customer (Keane, Cormican and Sheahan, 2018). Hence, any time fitness
can provide their audience with offers and discount Along with this, it can also increase the
promotion and distribution effort with help of digital marketing as it will provide the firm
with increasing total sales. Thus, this strategy will help the organization in understanding
the market area as well as increase the total sales of the firm in competitive market.
Business Canvas Model
Key partners
1. Suppliers
and
Distributo
rs.
Key activities
 Free demo
for
customer.
Value
propositions
 High
quality of
supplemen
ts as well
as
equipment
’s
Customer
relationships
 To
provide
best
experienc
e to the
customers
Customer
segments
 Targeted
the
youngster
Key resources
1. Raw
Channels

materials,
Machines
&
equipment
2. Human
resources
for stores
and
production
unit.
 Online
Cost structure
This involves both fixed and variable
cost in the production process
(Dostand et.al., 2019).
Revenue streams
 Making use if digital marketing and customer
will buy more if prices are low.
STP analysis
Segmentations- Anytime fitness segments the market on the basis of demographic, geographic
psychographic and behaviour. This will produce the product for male and female both specially
who are like to consume eco-friendly products with the affordable prices. For the luxury product
the main target is to provide high quality products so that consume like to have all the services.
Targeting- The target age group for the 18 to 35 age group people who are likely to adopt all the
gym products such as outfit that are important to use in order to feel comfortable at gym
(Soboleva, Rezvyakova and Mazur, 2018). Also, it provides organic drink which are likely to
have with good taste and rich in minerals.
Positioning- The most valuable customer segment are referring to the youngsters that are help to
make the business more effective. It offers product in the UK market as well as social media
platforms so that it can help to inc4reses the

Marketing Mix
 Product: Any time fitness will introduce health care products such as weighting
machine and supplements likewise food materials. That are high in protein and
zero fat in order to maintain the health of the customer.
 Place: The organization has decided to open one physical store at prominent location
of UK market (Pomering, 2017). Along with this, it will help in attracting large
customer that will result in increasing the sales.
 Price: Any Time Fitness has decided to sell their products at low price initially in
order to reduce the competition. Along with this, this pricing strategy will help the
organization in attracting more and more customer.
 Promotion: The company will make use of digital marketing in order to increase
the brand awareness in the local as well as international market. Moreover, it can
make use of social sites or e- mail marketing in order to increase the brand promotion
(Mudholkar, Katalakute and Thorat, 2019). This strategy will contribute in
increasing the overall sales of the firm in the competitive market.
 Process: The organization will be providing high class services at their store in
order to provide quality services. Furthermore, the company will provide
contactless payment services that will result in maintaining and smoothing the
process services.
 People: Any time fitness will be following the functional organizational unit such
as their will be various functional unit within company (Hesamand et.al., 2017).
Such as HR, Finance, Marketing and customer care services so that there is no
chaos within the company. And each department will work together in order to
accomplish the common organizational goal.
Competitive analysis
BASIS ANY TIME FITNESS FITNESS SUPERSTORE
PRODUCTS Weighing machine and food
supplements such as energy
drinks.
Strengthen and Boxing
equipment’s
PRICE Skimming Strategy Price penetration
USP Higher quality Attracts customer

PROMOTION Social media sites Digital marketing
Budget
Cost projection
Income Statement
Particulars Amount
Sales 2,00,000
Cost of goods sold (40000)
Gross profit 160000
Variable expenses (62000)
Selling and Administration expense (3000)
Income from operation 7000
Income tax expense (10000)
Net Income 36000
BUDGET
for the year 2021-2023
Particulars Year 1 Year 2 Year 3
Cash inflows
Opening
10000 15000 20000
Cash inflow
Sales
10000 15000 20000
Revenue
Other income 40000 50000 2000
Total cash
inflows 33000 35000 42000

Cash outflows
Material 5000 1500 9000
Labour 5000 2000 4000
Other
expenses 1500 2000 2500
Administration
expenses 3000 4000 5000
Total cash
outflows 11,500 9,500 30,500
Cash
surplus/deficit 12,500 25,500 21,500
From the above statement is has been analysed that there the breakeven point for the company
will show in the year 2025 when the income and expenses will meet at one point. This is the
situation for no profit and no loss. For the production there are large amount spent in the
Anytime fitness. The capital investment is generated from owner’s capital and loaners. The loan
is taken from bank because it is the most preferable way for collecting capital. There is various
example of capital investment such as land and buildings, construction, landscaping,
improvement, furniture’s etc (Bolon, Morrison and Sharma, 2018). There are different types of
cost calculated in the above statement such as labour cost, administration costs and material cost.
The profit for the year is 2022 is highest, there are marketing expenses which are decreases
because the firm will be using the social media strategy for promoting the product and service. It
will also help to increases the consumer base that directly increases the revenue generation.
Further, after five years there will be annual sale in order to selling all the old products at the
discount so it increases the productivity and give chance to attract more and more customer.
Risk and Mitigation
 Financial Risk: The organization will face this issues as it is one of the most common
challenges faced by the start-up. Any time fitness can face this problem in the market
because the fitness product manufacturing required high budget. Thus, it will affect the

cash flow and income statement of the company (Parkand Zhang, 2021). So for meeting
the financial need firm has to take loan form the financial institution as well as angle
investor. That will allow the company to invest in innovative product production.
 Lack of resource: Start-up required proper raw material in order to manufacture the
products and services. However, any time Fitness can face the risk related to lack of
human, technology and financial resource. In addition to this, scarcity in resources can
damage the overall growth of the firm in the competitive market. Moreover, for meeting
the need of human resources organization can hire skilled employees so that it contributes
in success of firm (Bacchieri, Rossiand Morelli, 2020). Furthermore, it can be mitigated
by finding the alternative solution for this.
 Security and fraud risk: Technology has been both an opportunity as well as threat
for the business. The risk of fraud has been associated with business that can damage
the overall brand image in competitive market (Edirisooriya and et.al., 2018). Along
with this, it can be mitigated by using the cyber security technology. By making use of
this tool firm will be able to protect intellectual property as well as data of their
customer.
 Operational risk: This business risk can happen through external as well as internal
factor or combination of all this factors. Due to this risk company can lose its continuity
in the market. However, natural disaster likewise fire can destroy the physical business.
Along with this, the technical issue can result in increasing the overall budget of the
company (Abd Elkarim and et.al., 2020). However, for mitigating this risk company can
make use of advance technology as it will help in maintain the smooth function within
the company.
CONCLUSION
From the above report it has been concluded that business plan is very important for the
company in order to deal with the external and internal threats. Along with this, it has
summarized that this plan will include business strategy that will help the company in increasing
the sales as well as maintain the sustainability in the market. In addition to this, business plan