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1. Executive Summary
Exodus Health & Fitness Club is one of the Wellington Fitness that opened in 2008 processing very profitable at present market. They got fixed members who loved healthy lifestyle. They got five main competitors located not far from Exodus. Each of this Fitness owns specific strategy to survive.
New Zealand Fitness market has a gap in lower price with better environment fitness quality. Executive Club can reduce their price a little bit to attract more fixed members. Executive has specific plans and goals for different members to live healthier.新西兰的健身市场在价格存在较低的空隙且具有更好的环境适应能力。行政俱乐部可以降低他们一点点的价格以此来吸引更多的固定会员和成员。执行具体的计划要有不同成员生活得更健康作为目标。
The economic and political factor always influences Fitness industry. Exodus got its own strategy to survived solved these trouble very well. Trade in fair and careful to operating in bad economic.经济和政治因素始终影响着健身行业。出埃及记有自己的战略，幸存的解决好了了这些问题。贸易在公平的运行模式下进行，且小心在恶劣的经济运行。
The situational analysis helped Exodus find out its weakness and strengths from internal environment, opportunities and threats from external environment. The recommendation for Exodus is to keep service high quality to members, control the operating cost. Keep its place in Wellington fitness industry market. 机遇和外部环境的威胁下情景分析出有助于出埃及记找出它的弱点和内部环境的优势。对于出埃及记的建议是保持服务的高品质的成员，控制经营成本。保持它在惠灵顿健身行业市场的位置。
2. Table of contents
1. Executive Summary
2. Table of Contents
3. Introduction
4. Situational Analysis
4.1 market analysis
4.1.1 New Zealand Fitness Market
4.2 competitor analysis
4.2.1． Competitor’s strength/ Weaknesses Grid
4.2.2 Perceptual Map and positioning
4.2.3 Core competitive advantage for Exodus Health &Fitness Club.
4.3 Macro Environmental analysis
4.3.1 Economic
4.3.2 Political
4.3.3 Social
4.4.4 Technological
4.4.5 Environment
4.4 SWOT analysis
4.4.1 Strengths
4.4.2 Weaknesses
4.4.3 Opportunities
4.4.4 Threats
5. Target Market
6. Recommendation
7. Reference
3. Introduction
Exodus Health & Fitness Club is one of the Wellington Fitness that opened in 2008. Exodus behaves in high professional ways with large fixed members. Exodus Fitness Club owns high-quality and complete hardware equipments, mature management, operation and marketing system. Based on these series of strong points require the investment of high cost, Exodus have to maintain profitability, it must raise prices among the industry. It makes Exodus less competitive than the fitness clubs of low selling price. Exodus also does social activities to development its good reputation for Wellington consumers.
The objective of this report is to aid Exodus Fitness Club in identifying and targeting potential market and consumers to which they could market their business. This is achieved through situational analysis with recommendations. Also provide SWOT stages to recommend changes to the current market situations.
4. Situational Analysis
4.1. Market analysis
The objective of market analysis is for Exodus to gain insight into the current Fitness market with emphasis on the sustainable Fitness especially focus on market size, market intends and demands from the consumers.
4.1.1 New Zealand Fitness Market
With the development of people’s living standards, people become more interested in doing exercises after work to keep healthy and energetic. By the end of 2010, the population over 6 years old of the Wellington is 300,000 while the membership of fitness clubs had reached up to 150 more with different size. By the end of 2012, the number has doubled to 190,000 from 90,990 in 2008. In 2008, 31% of the members are high-frequency users (more than 100days each year); in 2012, 41% are high-frequency users. The total number of high-frequency users has increased by 12,000. The Fitness industry development space is rather broad. Through the analysis of some typical fitness Club in Wellington, we found the various clubs in Wellington are adopting the route of differentiated competition and they target at different consumers. All clubs have their own distinct characteristics; consumers make choices according to their own characteristics, which make the clubs get their own living space in Wellington.
The fitness service provides by fitness clubs is a kind of empirical product and it is difficult for consumers to identify their cost effectiveness and efficiency. The decisions of consumers depend on the promotion of clubs to some extent. The verbal communication of old members is also a factor that cannot be ignored. People keep up training will have their figure change more or less and the change in mental state is much greater. Through fitness, consumers can make new friends, chat with them happily, release stress and enjoy pleasure from sports.
4.2 Competitor analysis
A successful organization wills gathering information regarding their main competitor’s behavior and how they running the business, using this to compare itself advantages and disadvantages.
4.2.1． Competitor’s strength/ Weaknesses Grid
The most of competitors to Victoria University Gym was shown below in New Zealand Gym Market. The grid shows how competitors’ current strategy and their strength and weaknesses. Compared with their locations and pricing to find out the best strategy for Victoria University Gym.
The perceptual map above shows the relative positions of the competitors for Exodus Health & Fitness. The level of environment of gym compared with price is determined by the competitor’s strategy and business trading process. From the map, it’s easy to find out a gap in the market surrounding low cost with better environment of Gym, Exodus Health & Fitness could consider about more strategy based on this gap.
4.2.3 Core competitive advantage for Exodus Health &Fitness Club.
Among the biggest competitor Four Kings Gym and City Fitness, Exodus Health & Fitness Club provide every members with different plans to exceed their fitness goals. A specific plan and goal set for them with a trainer, nutritionist and personal manager individuality. The three will work together to culminate a plan for the specific new members who join into Exodus Health & Fitness Club. The initial plan is free and recommended for all new members. This special plan will helped to create a new healthy perspective on life for consumers. Each member will have all the information to meet their goals with the rewards if they complete the plan in time. Exodus is committed to customer-orientation and changing the lifestyle of customers, but not just providing fitness programs; attaches importance to professionalism and service; focuses on body-building effects and personal trainers can help consumer save time.
Exodus health & Fitness owns one basketball court in the club. It wills regularly organized basketball games for nearly resident families. It’s a good advertising campaign will let more people interested in Exodus. The community is important to everyone.
The most important advantages from Exodus are that it provides a safe and entertaining environment for all school aged children after school time. Like games for children will be both fitness and team orientated. Exodus will provide soccer games, basketball activities that bring the children to a safe place waiting for their parents who is doing fitness. This will keep kids away from the TV Programs or bad interest. It is also free to the kids whose parents did not join into the Exodus. This offers a market potential strategy where one child will tell their families to get a membership to Exodus. Consumer spending in New Zealand was weak in nearly 3 years. Only a 0.05 percent gain was obtained which was far less than economists expected.
4.3 Macro Environmental analysis
4.3.1 Economic
From 2008, mainly as a result of the global financial crisis, unemployment numbers began to rise, with job losses especially high amongst women in New Zealand. In the last quarter of 2012, the unemployment rate fell to 6.9% from a 13 year high. Exodus knows that the entire nation’s economy is felling the economic crunch. There are more people that are no longer employed. The bad economy impacts life style by people in many ways. Although the economic began to recovery, people still cautious as to distribute their income. They prefer to use the money on daily expense. No more extra money for middle-class family to join into the Fitness Club. The main idea for people is to live rather than live in healthy under the bad economic environment. #p#分页标题#e#
4.3.2 Political
All the trading in New Zealand has to focus on the regulations named Fair Trading Act 1986. It’s important for trading control. The Fair Trading Act 1986 protects you against being misled or treated unfairly by other traders or shops. The article of ‘misleading or deceptive conduct, false representations and unfair practices’ will show both owners and consumers how to behave in trade. All the trading must fallowed to ensure full compliance with the marketing law.
4.3.3 Social
The New Zealand has been continually gaining weight due to recent social norms. More and more overweight people in Wellington City. Data from the National Center for Health Statistics show that the presence of obesity (which is defined as a body mass index of more than 30 KG) has increased from 8.3% in 1980s to 15% in 1990s and 30% in 2010s. Now approximately New Zealand adults are considered fat. There are 379,000 citizens in Wellington, 113,700 will be fat. This can be attributed to many factors including sedentary lifestyle and unhealthy eating habits. There is too McDonald’s in Wellington, and nearly every town. You can see McDonald’s everywhere in Wellington Street. McDonald’s is not the only unhealthy place to eat, e.g. KFC and Domino Pizzas. However it’s not just bad eating habits lead the numbers of overweight and obese people. Terrible lifestyle is also leading to this trouble. Exodus Healthy & Fitness Club encouraged to changed that and get the members excited about fitness. Getting fit without pain with a relaxing way to relieve stress, and lose weight to become healthy.
4.3.4 Technological
Technologically the facilities will be on the cutting edge. The website will integrate many active and engaging items due to the increased usage of the internet by people of all ages. Recording to the research, 80% of the citizens will use the internet. That’s quite a big numbers. Exodus Club intends to take full advantage of this. The website will obtain discussion boards to help improve service and facilities to the members liking. Exodus Healthy & Fitness Club’s website will also contain a part named ‘Gym Buddy’. This part is a tool for members to meet and discuss meal plans and continue gym loyalty. Each member will have the general times for them to attend the club so they can find a friend to workouts together. This website system will increased consumer satisfaction. The members also could print work out plans designed by the trainers and managers and make them feel confident when executing their work out agendas.
The increasing people using the internet will cause consumer to compare price and amenities across the website. The consumer can compares price on most all products and services and environments. However the relative advantage gained from the use of the internet through the consumer relationship management technology is far better than the disadvantage of competitors use.
4.3.5 Environment
Different seasons changed decision for consumers. 40% of the citizens would like to go to fitness in summer, 20% prefer to winter. The rest of people will go to gym in whole year. Exodus should provide special price for the only summer consumer to encourage them doing fitness in winter. Increase the budget in advertising for winter. The advertising will focus on the health benefits to do gym in winter and ease of use of the facilities. This will allow the members to look and feel better and reach the goals they always wanted. Most gyms are scary to people and Exodus will focus on user ability to make the fitness center a relaxing and happy place to be all the times.
4.4 SWOT analysis
4.4.1. Strengths
Fantastic Geography
The special geography of City center located in 147 Tory Street, Wellington determines that there are a large numbers of enterprises, institutions and residential communities around with enough free car parks.
Many years of fitness club operation and management experience, effective management mode and innovate management concept with specific plan for every members
Exodus set up specific different plans and goals for different members by professional trainers. They encouraged the members to reach their goals and living in more healthy ways. The best performance will get reward from Exodus. Usually include 1 month free to fitness, sometimes provide surprise rewards.
The fitness equipments and apparatus have complete functions, superior quality, high safety and image of professional fitness clubs. Provide safe and entertainment environment for children.
Exodus Health & Fitness Club is one of the signature fitness clubs in Wellington with brand new equipments and complete functions services well for members. A good reputation and equipment will attract more new members to join. The broad space can hold and satisfy a large number of fitness and sports lovers to come especially for the basketball court.
Diet restaurant and sports rest area have well-equipped facilities and reasonable decoration layout and provide beauty service and SPA
The series of service like diet restaurant and provide beauty service and SPA increased the quality of Exodus Fitness club. Make it large difference from other Fitness club which is very simple environment for members without any diet meals or beauty services. It’s good for locking the consumers looking forward on healthy life style. Service quality like provide standardized and unified service. Build more foster brand through favorable and sweet service to consumer.
Team curriculum sports services are various, complete and professional in variety
Various group fitness classes will make Exodus Club more professional to the top Fitness in the world level. Most of the Fitness Club provides simple classes for consumer for long term. It made consumer felt boring to go to gym.
4.4.2. Weakness
Well-equipped facilities require high cost. Have no competitive advantage in price compared with some fitness clubs in small scale and be in a passive position when competing on price with rivals.
When consumer seeking a lower price, they will not choose Exodus Club because of the high price. That’s leave a big chance to competitors in small scale. It’s not easy to reduce the price based on the big numbers in investment.
The finance needs to strictly control cost through management in various aspects.
Exodus Health & Fitness Club needs more professional accountant to help to control the cost of business. Especially in the respect of marketing, customer service and advertising to incase cost too much in advertising without effective.
The special geographic requirement determines the high price for lease.
Exodus Club located in a small trading area nearby Harvey Norman, Warehouse, JB-HI-FI. They could attracting large consumers without any advertising, so it increasing the high rent cost in accounting.
Although there is a young and professional HR team and favorable working environment and atmosphere, the frequent turnover of fitness trainers has resulted in the loss of resources and customers.
Not good enough HR result in frequent turnover of fitness trainers bring out some of consumers. Or other Fitness Club using lower price to attracting consumer gave up Exodus.
4.4.3. Opportunities
More and more consumers have realized the importance of fitness
People want to go to gym to get a better healthy life. It is a chance for Exodus to make them to its members. The members will increase when more people realized about healthy life.
The increasing fitness information makes people no more unfamiliar with the facilities in the gym
Provide more popular and new fitness facilities make Exodus more professional. Some of the specific crowd consumer would like seeking specific fitness with special limited fitness facilities which not provide in smaller Fitness Club.
The government policies, laws and regulations support nationwide fitness. The proportion of nationwide fitness in Wellington is relative high.
The encouragement of healthy lifestyle from government in New Zealand will increasing the consumers to Exodus based on the specific healthy goals for each consumer. Increasing consumer bring increasing profit.
Can timely adopt the new-type facilities in the world as well as introduce the latest team curriculum in the world#p#分页标题#e#
Provide more new-type facilities in the worlds can attract some men consumers who want more mussels. Variety team curriculum provides will attract more ladies join into Exodus. Both of these two can be strengths points to Exodus.
Marketing: strive for the sponsorship of well-known brands and develop cooperate partners.
Like strive for the sponsorship from Rebel Sports or Footlockers. Develop cooperate partners with these sports shops to operating in double-wins.
4.4.4. Threats
Most of the social stratum with high income is busy in work and social intercourse and cannot spare enough time in fitness.
The high income business workers may have no extra time to join Exodus who is very profitable consumers. Or these of high income workers will choose substitute products like tennis, swimming, golf or hiking, cycling or home fitness equipment.
The employment situation is not better than that of the previous year; the pressure of currency deflation is large. The consumption desire of the public is not strong.
Bad economic situation bring the terrible employment situation. The figure of the monthly members will reduce to Exodus. People focus on to live not to live healthy any more.
More newly Fitness Club entry in Fitness industry in Wellington
Newly Fitness Club will bring lower price strategy compared with Exodus Club with new fitness facilities and special strategies.
Higher and higher cost of rental and facility-sustaining
The fantastic locations will make the rental higher than before with the economic began to recovery. The expense for facility-sustaining is increased as well. The numbers of depreciation expense of facility is increasing as well.
High salary threats from other Fitness Club.
Higher salary offered from competitors will let Exodus loss good trainers and maybe profitable consumers.
5. Target market analysis
Based on the gap in perceptual map from situation analysis, Exodus Fitness Club will target 3 types of consumers: young consumers, middle-aged consumers and high income consumers. Young consumers are the main force of fitness and the growth rate of the middle-aged is relatively faster. New things always can attract the eyeball of young people, so they always lead the time. Relatively speaking, the middle-aged are more conservative. Although they have the demand, many of them still wait and see for a period of time and then use the new things. Currently, the white-collars with high income account for a large percentage of people aged between 26-35 and they are the regular consumers of Exodus Fitness Club at present. Exodus targets these consumers using different strategy to keep them in. Another target for Exodus Fitness Club is to maintain the leading position in the industry. The Exodus takes the lead in training system and has put the focus of development in the future on staff training. All the personal trainers, membership consultants and manages will receive industry-leading construction knowledge and management skills and remain optimistic towards risks. Service the members in best way. Let staffs get professional training and members get the best service.
6. Recommendations
Exodus should rely on and make use of the verbal communication of the old members.
Utilize all available advantages from Exodus, including the management of Exodus Health& Fitness Club, marketing & Sales, operations, logistics, human resources, technical resources, procurement, management systems and design patents.
Development the basic goals to Exodus’s members. Changing the lifestyle of consumers, not just providing fitness programs. Saving the time of members.
Analysis on suppliers focuses on the equipment providers and real estate developers also the personal trainers and team gymnastics coaches.
Expends the Exodus’ own characteristics to attract consumers making their choice.
Start focuses the new situation for the information globalization and the personalization of services challenges by the entire service industry. Prepare to becoming an excellent enterprises that no longer just competing with the competitors but also competing with themselves in the past. Minimizing cost, providing personalized service and maximizing profit .
Reference
JK James (2010). SWOT analysis for Gym industry. Retrieved May 9, from:
Kuo, Chi-teng, Nan-kai College. The analysis of Fitness Club’s marketing strategy.
Wendy, J. (2000). World Gym-setauket. Retrieved May 10, from
<The Social gym Project> Retrieved May 10 from:
< Culture of New Zealand> Retrieved May 11, from
City Fitness website from
Victoria University Gym from
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