Real Fit Gym: Strategy and Innovation Report for Business Development

This report provides a strategic analysis of Real Fit Gym, focusing on performance improvement and competitive advantage within the fitness industry. It utilizes frameworks such as PESTLE and VRIO to evaluate the company's current position and identify opportunities for growth. The report explores two strategic options: enhancing business performance and gaining a competitive edge through resource optimization. The analysis examines the advantages and disadvantages of each option, considering factors like governmental regulations, demographic changes, and competitor actions. The report recommends the performance strategic option, emphasizing its potential to address the challenges Real Fit Gym faces, improve service offerings, and increase market value. The recommendation is supported by a justification that highlights the option's ability to enhance services, customer engagement, and brand promotion.

STRATEGY AND
INNOVATION

Table of Contents
RECOMMENDATION...................................................................................................................3
REFERENCES .............................................................................................................................10

RECOMMENDATION
On the basis of frameworks which is choose by company such as PESTLE, VRIO and
SWOT. There are two strategic option which is suitable for growth and resources are carried out
as well as.
Strategic Option 1-To improve the business performance
Company should use performance strategic option because it supports to improve
organization performance, this strategic option supports to remove obstacles which company
faces and improve performance. During applying Pestle framework organization faces various
problem such as real fit company have to pay high tax due to government change. Foreign
exchange rate facilities isn't available in real fitness industry which reduces number of customers
in gym. Organization doesn't have proper resources or equipment which accomplishes customers
objectives that deceases sustainability of gym rather to other. Company unable to comply with
environment law for long period due to eco-friendly products and equipment. eco-friendly
products has high cost rather to non eco-friendly products that's why each type of customers
unable top pay high cost of products and equipment. Real fit company isn't more famous rather
other rivalry companies that's why organization unable to cover large number of customers in
gym. These issue reduces organization performance in fitness industry. Pestle analysis elevates
organization performance and resolve all issues which organization faces in fitness market.
organization faces tax issues due to governmental policies, in that state organization
should keep flexible policies which gives values to government as result organization doesn't
have to face high tax issues (Sudiyatno and Wibowo, 2018).. Beside of this if organization
comply with health and safety rules in organization. Organization should take public liability
insurance and recruit such kind trainer who posses three or four certificate of fitness. Such kind
adaptation of policies improves performance and qualified trainer enables to give proper training
to customers. Thus organization can elevate revenue of market share. If organization provides
credit card facilities to customers by adaption advance transaction technology as result foreign
exchange rate problem resolve out. It becomes easy for customers to pay through by card rather
to face exchange rate policies. Beside of this organization can get advantage of economical
factor if organization provides addition services such as yoga with gym and aerobics with gym

etc. in combo can elevate financial profit in organization because number of customers doesn't
have to pay extra charge for different activities. Real fitness can tempt number of customers from
combo offers and get optimized values of services. If organization provides proper equipments
such as cycling, automated weight lifters, stream music,monitor hear rate equipment etc. boosts
customers confidence to buy training services in gym. Beside of this organization enables to give
value to their customers by offering facilities during exercising. If organization provides diet
charts along with supplements enhance customers belief on company.
Organization can offers hand operating equipments which can utilize by customers
during exercise. If organization offers customized supplements which improves customers
immunity rather to give side effects on customers health. Thus organization can give value to
their customers by gaining their trust and elevate economical scale by offering customized
supplements. Customized products strategy improves performance of gym trainer in company
which leads effectiveness on customers and rivalry (Grünig and Kühn, 2015).. Real fit gym
should occupy eco-friendly equipment in gym which doesn't produces harmful rays. Such kind
adaption can improve organization performance in company, if organization recruit qualified
and certified trainer in organization which can provide assurance to customers regarding their
training services. If organization operates gym under governmental rules such as health and
safety law, discrimination law and intellectual property law etc. in that state organization can
influences brand value in fitness industry and number of customer also attracts and wants to buy
training services in gym. It leads beneficial changes in organization operation and performance.
If organization offers customized supplements which improves customers immunity rather to
give side effects on customers health (Sudiyatno and Wibowo, 2018). Thus organization can
give value to their customers by gaining their trust and elevate economical scale by offering
customized supplements. Customized products strategy improves performance of gym trainer in
company which leads effectiveness on customers and rivalry. Real fit gym should occupy eco-
friendly equipment in gym which doesn't produces harmful rays. Such kind adaption can
improve organization performance in company,
ADVANTAGE OF PERFORMANCE STRATEGIC OPTION
The main advantage of the performance strategic is to organization enable to change
policies which leads advantage from governmental norms. Strategy updates organization about
demographical change and rivalry action to achieve customers objectives. Consumer protection

law which impacts fitness industry and performance can improve by the strategy. organization
can overcome eco-friendly product and equipment issues. Due to performance strategic option
organization enables to achieve high revenue in fitness industry. It supports to gain trust of
customers regarding services and products.
DISADVANTAGE OF PERFORMANCE STRATEGIC OPTION
The main drawback of the strategy is that if organization doesn't follow all operation
under government laws as result's it can reduce real fit performance in fitness industry.
Demographic changes also gives negative impact on organization because each customer has
different age, taste or choices which change according to time. Real fitness is mini gym rather
then competitors. That's why organization unable to give proper luxuries to each type of
customers. People becomes update for health which increase high population of customers in
gym but their requirements are different. That why organization can incapable to provide proper
facilities in minimum charges. Organization can overcome this problem if organization applies
combo pack strategies in gym as result organization can uplift operation performance in fitness
market.
Strategic Option 2-To gain Competitive advantage and optimum utilisation of resources
Competitive advantage and utilization of resources is another strategic option which
assists organization to leads positive aspects in company. Real fit organization should choose
this strategic option which assist organization to take competitive advantage. It removes
obstacles of organization which organization faces in competition market. VRIO analysis
strategy analyses industrial environment and address about competition which can give impact
on organization performance It provides sophisticated infrastructure, resources, equipments
and training etc. which makes enable to company to take competitive advantage in competition
market(Haaker and et.al., 2017). Organization is unable to take competitive advantage because it
doesn't have strong brand value. Beside of this organization doesn't have proper resources,
equipment and additional services which attracts customers to buy gym services. Organization
doesn't have such kind trainer who provides assurance about their services. That why
organization unable to compete with other gym companies such as pure gym, David Lloyd's
and gym group plc etc.

Organization is unable to give value to their customers due to lack of resources. To
overcome this issues strategic option helps to understand customers requirement where
organization provides various health fitness equipment long with customized services to
customers. Beside of this organization offers 24\7 gym opening services to customers where any
type of customers such as business man, students, female and children's can come according to
their time and can take gym services. Thus kind facilities supports organization to cover large
number of customers. It also help to give value of their customers. This strategic option also
supports organization to addressee about new services which can lead sustainability and can raise
brand value. If organization offers unique services like automation equipment, customized
product services, life time membership policies, club policies, dance classes and yoga classes etc.
can attract large number of customers to buy real fit gym services. Beside of this organization
offers international sports services such as tennis, hockey etc. services for those customers who
goes top another gym for playing. In that state real fit can attract them for this services (Pandita
and Ray, 2018). If organization offers additional combo pack services such as aerobic and dance
classes, yoga and weight lifting services etc. at affordable prices. Such kind services increase
brand value in competition market and assist to take competitive advantage from competitors.
Competitive advantage and optimised utilization strategy guide organization to keep align
position in fitness industry. If real fit company offers compensation policy to trainer and keep
flexible price strategy in training courses etc. differentiate organization from other fitness
companies and it cant imitate by rivalry (Shatskaya, Samarina and Nekhorosheva, 2016).
VRIO analysis directs organization to promote organization in fitness industry by reviewing
customers needs and their expectation etc. through the analysis organization overcomes
resource's issues which reduces sustainability in market.
ADVANTAGE OF STRATEGIC OPTION 2
Growth and optimum utilization of resource is strategic option two which leads profitable
aspects in organization because it give direction to promote company in right way where
organization enables to identify customers requirements and their desirousness from gym. Due to
the strategy organization enables to available proper resources which facilitate for trainer during
giving training. Through the strategic option real fit enables to provides unique services to
customers which attracts customers to take purchase gym services. These service differentiate

organization from other competitors fitness industries. It elevate economical scale of
organization and leads competitive advantage from competitors.
DISADVANTAGE OF STRATEGIC OPTION 2
strategic option two posses drawback which can reduce organization performance fitness
industry. For example this strategy gives direction to promote business indifferent region along
with additional services which can increase cost of gym services and requires large number of
trainer for providing services. Thus organization can get negative drawback in growth.
RECOMMANDED ONE OPTION 1
On the basis of above strategic option in which a strategy utilize to redeem organization
performance and another strategy to improve growth of company along with optimized
utilization of resources. As far as I think I will recommand performance strategic option rather
than another strategic option because it leads improvement in company position, resources,
services and market value.
JUSTIFICATION
The main reason to recommend performance strategic option that it overcomes whole
issues which is faced by Real Fit gym in fitting industry. Performance strategic option examines
macro and micro environmental factors which can affect organization, customers who have taken
membership of gym and trainer as well. Performance strategic option helps organization to
enhances services such as group exercise classes in which number of exercise activities
concludes i.e. aerobic, cycling, material art, high intensity training, high yoga, muscle training,
stretching and fitness instructor trainer. Beside of this organization gives direction to provide
advance services exercise theatre, sports facilities, swimming pool, health clubs. Such kind
services doesn't offers by other fitness organization in a single gym. Through the strategic option
organization enable to set various price strategy for different type of customers so that they can
enable to take services at affordable price. Thus this strategy enhance large customers
engagement to get advantage of combo offers in single gym. Real fit company raises purchasing
scale of organization by meeting their objectives. As result company enable to heighten market
value in fitness industries.
Through the strategic option organization gets economical benefits and enables to
promote brand name in various countries. Provides internet services to customers where they can
take information about gym services can contact regarding quarries. Such kind technologies

supports those customers who doesn't have time to search. Through the technology organization
enables to recruit for those trainers who possess certificate of fitness along with varieties in
training services. While trainers also get profit to perform themselves as instructor and provides
best training guidance. trainer plays important role in gym because he gives assurance to
customers about their services. That's why organization offers compensation and health
insurance policies to trainer so that they get satisfy and provides best training services to
customers. Such kind service creates line between real fitness company and other competitors.
Organization offers nutrition classes for those customers who wants to gain weight in that state
strategic option direct organization to provide high standard quality products which enhance
calories but doesn't give any side effects. Trainer gives diet plan to each type of customers and
suggest customized supplements which improves their health performance rather than obtain side
effect on customers body. This strategy is new for competitor and favours regulatory policies. On
the basis of product quality organization gains customer trust regarding their products and diet
plan. Thus organization gets economical benefits and gets market position in business market.
In the performance strategic option utilizes pestle analysis which elevates organization
performance and leads competitive advantage in competition market.
Organization faces tax instability issue due to governmental change policies where
performance strategic option supports organization to posses flexible policies as resulted
organization doesn't have to pay high taxes after changing governmental policies. Such kind
policies increase organization economical benefits and Real fit company enables to give gym
services on wide scale. Organization faces legal issues such s health & safety where
organization offers health and safety policies to trainer so that trainer and their families get
satisfy. Performance strategic option assists company to keep up to date with regulation which
trim chance of injury claim. Organization faces exchange rate issues where Real fit company
overcomes to provide credit card and foreign exchange services to customers. While
performance strategic option leads profitability in company by reducing high interest rate and
save money due to flexible government policies. Thus organization gets various opportunity to
gives availability large number of equipments which utilizes customer's services. Through the
strategy organization gets economic benefits. Performance strategic option assist organization to
know about customers expectation and their reviews regarding fitness services. On the basis of
customer feedbacks organization to do changes their services so that customers gets values of

their money. To give profitability of customers organization offers membership scheme at
affordable price where customer's gets advantage because they can choose different membership
at affordable price. Through the strategy organization enables to give value each type of
customers.
Nowadays peoples becomes health conscious due to social media that's why they want
such kind gym services which gives beneficial impact on their body. Beside of this customers
wants they get whole services like swimming pool, aerobics, exercise, sports and yoga services
in single gym. In that state performance strategic option guides organization to provides whole
services in single place. Thus Real fit company attracts large number of customers by offering
wide scale services by the combo packs. Through the wide scale services organization enable to
give values to their customers. Customers who requires supplements which leads quick
improvement in their fitness. Supplements should harmless which is first requirements of
customers. To overcome customer concerns , performance strategic option offers customized
products to their customers which increaser trust of customers regarding their products.
Organization gets profit from legal factor because government supports real fit company.
Customized products or supplement elevates organization performance in industry market. Thus
performance strategic option enhance revenue of company in fitness industry. On the basis of
additional training services Real fit company elevates economic scale and enables to meet
customers objectives. Strategic option leads growth and improves competitive advantage in
business market.

REFERENCES
Books and Journals
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International Business and Management. (pp. 747-768). Palgrave Macmillan, Cham.
Shatskaya, E., Samarina, M. and Nekhorosheva, K., 2016. PESTEL analysis as a tool of
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