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The report will be about the following Business in Armenia: Grand Sport Complex
Introduction: Located in a developing country, Armenia, Grand Sport is one of the largest sport complex/gym in Yerevan, Armenia, which offers a variety of sport/wellness related services including a spa, café, and kids play area with complimentary nanny services.
Grand Sports Identified weaknesses include the following:
• Very weak accounting system (difficult to gather statistics, we need a new and more innovating data keeping system)
• Marketing all facilities (people only know about the gym and pool) our facilities have never been advertised publicly. People are unaware that we over 16 different types of sport. They are also unaware that we have 2 pools (1 pool is 50meters olympic size, the second pool is 25meters long and more recreational)
• Hygiene (popup gym in the city center)
• Utilizing space better (grand sport has a very large indoor and outdoor territory which many times is not used effectively. We have a VIP gym area which is almost never booked because its very expensive and theres no catchy thing about it.
• Digitizing the process for registration (you cannot register and pay for the gym online. Its mandatory to physically go to the gym and manually get registered by one of the workers which in modern days is very ineffective and a waste of clients and workers time)
• Lack of nutritionist and workers to direct clients to certain services (we need nutritionists to boost the sales of the cafe, as we have lots of potential in the cafe however many sport club clients follow diets based on a nutritionist or their trainers.)
*all these weaknesses must be analyzed and researched how we can find innovative solutions to the weaknesses. Some ideas with respect to marketing include: hosting virtual events and workouts. We can also create in-home experiences.*
Please also try to answer the following questions in the research regarding and directed towards Grand Sport
FROM TRENDS TO BUSINESS
• What Weak signals /Macro trends have driven your analysis?
• What information sources have you use? How are competitors following the identified trend?
• How do you structure the trend? How do you answer to the following questions?
o Which basic needs do you identify?
o What are the drivers of change?
o What is the emerging consumer expectation?
• How do you apply the trend to potential innovations? What potential routes did you identified?
o Did you identify new targets emerging targets / evolving targets?
o Did you identify new usages?
o Did you identify New «destinations» (New geographies /New reasons to move)
• Did you combined several trends to innovate a specific field?
• How the trend allows to build innovative concepts/ offer/ brands.
• How did you turn a specific trend into a strategic business activation?
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