This report outlines Astra PLC's project to launch a health and fitness app aimed at diversifying its portfolio and enhancing its brand image. The app targets youngsters and busy professionals, offering personalized fitness options, calorie tracking, virtual training, and diet plans. The report identifies potential risks such as increasing competition and high internet usage, suggesting mitigation strategies like offering personalized services. Project success factors include a customer-centric approach and skilled staff. The application aims to provide an accessible solution for individuals seeking a healthier lifestyle, reducing competitive rivalry through personalized and user-friendly services. This document is available on Desklib, where students can find a wide range of study resources including past papers and solved assignments.