- CASE STUDY: Sharp Shape Fitness Club File
NOTE: Please use the Harvard Referencing Style
Please see the case titled ‘Sharp Shape Fitness Club’ in the assignment forum on study desk. This case is applicable to both the Case Study and the examination at the end of the semester. You are required to analyse this case and answer the questions below.
Important instructions:
The format of presenting the case study answers is indicated in the assignment questions below. Please note that neither a report format nor essay format is required; just follow the format and instructions in the assignment questions below. A general introduction and conclusion to the case study should not be included.
Word count: The word count is 2,000 words. A word count between 1,800 and 2,200 (10% +/- 2,000) is acceptable. If the word count is exceeded, only the first 2,200 words will be marked. The word count excludes the title page, words in the figures and tables and the List of References. In-text references are included in the word count.
Theory support: As indicated in the case study questions below, you are required to support your views with theory. To ensure depth and credibility of your work, you need to demonstrate that you read widely on the theory topic by including the views of a wide range of theory sources. Theory sources include scholarly journal articles researched. The prescribed text (Grant et al. 2014) as well as the course readings must also be included as theory support. On postgraduate level it is expected that research include about fifteen journal articles (excluding the course readings and text).
References: Please note that information obtained from the case study should not be referenced as the case study is the base source of information for your assignment. If you use information from the course Study Book, you should find the original source (see List of references at the end of each module) and reference the original source of theory. All ideas and data presented in-text, must be referenced according to the Harvard AGPS method. The full reference of each source must be presented in the List of References at the end of your document.
Marking criteria sheet: It is important that you read through the marking criteria when preparing your assignment to note the criteria that assignments will be evaluated against. Please insert a copy of this criteria sheet at the end of your document. Please insert a page break at the end of your assignment before copying the marking criteria sheet on the next page.
Submission: Only one document in Microsoft Word (.doc or .docx) can be submitted. Please make sure that you submit the correct file and the final version of your assignment. It creates unnecessary problems if you submit the wrong file and we have to reset your submission page.
Assignment questions:
After reading and analysing the case Sharp Shape Fitness Club carefully, please respond to the following questions. Use the headings and subheadings as shown below to present your answers.
Title page
The first page of your assignment must be a title page where the following information must be included:
Assignment title
Full name and student number
Actual word count
Email address or contact phone number (If there is a problem with your assignment, it is useful to have your details so that I can contact you).
Please present the title page as a separate page.
Summarise the Industry and Market Information (+/- 300 words)
Based on the information provided in the case, summarise the industry and market background for Sharp Shape Fitness Club. Present this in your own words and outline aspects such as the industry in general, current industry trends, competition in the industry, the state of the global market, state of the Australian market, and any other fact that might be relevant background that can be used in preparing future strategies.
Industry analysis: PESTEL Analysis (+/- 450 words)
Introduction
Explain what the PESTEL tool is used for and how it assists in strategy development. Use theory to support your explanations. Use your text but also other theory sources to add depth to your discussion.
Figure 1: PESTEL analysis
Draw the PESTEL framework as presented in your text, (Grant et al. 2014, p.115) and populate each block with data from the case, using bullet points. The six elements as well as the middle block, the industry environment, must be populated. Make sure that the reader understands what the case study fact is that you are identifying, one word in a bullet point may not be sufficient. For each element, identify a number of issues. The level of analysis of your case will be demonstrated in the population of each of the blocks.
2.3 Element narrative
In this section, each of the elements that you populated with case study facts must be discussed. Explain how the environmental conditions might influence the organisation (Sharp Shape Fitness Club) in future and impact on future strategic planning. The overall industry environment (the middle block of PESTEL) must also be discussed in terms of the impact of the environmental conditions on suppliers, competitors and customers and how this impacts on future strategic planning. Here you need to add theory to support your views (please see Point C & D above in the ‘Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.
Industry Analysis: Porter’s Five Forces (+/- 450 words)
Introduction
Explain what Porter’s Five Forces Framework is used for and how it assists in strategy development. Use theory to support your explanations. Use your text but also other theory sources to add depth to your discussion.
Figure 2: Porter’s five forces framework (extended version)
Draw ‘Porter’s Five Forces Framework Extended with Complements’ as presented in your text, (Grant et al. 2014, p.134) and populate each block with data from the case, using bullet points. Make sure that the reader understands what the case study fact is that you are identifying, one word in a bullet point may not be sufficient.
Read Grant et al. (2014, pp. 121 – 134) for information about what each force entails. Note that the case study facts should be included here. For each element, identify a number of issues if applicable. The level of analysis of your case will be demonstrated in the population of each of the blocks.
Forces narrative
In this section, each of the forces that you populated with case study facts must be discussed. Explain how the micro environmental conditions (industry conditions) might influence the organisation (Sharp Shape Fitness Club) in future and impact on future strategic planning. In the middle block, the Industry competitors, the rivalry among existing firms must be discussed. Here you need to add theory to support your views (please see Point C & D above in the ‘Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.
Industry Analysis: Key Success Factors (KSFs) (+/- 450 words)
Introduction
Explain what KSFs are and how they are used in strategy development. Use theory to support your explanations. Use your text but also other theory sources to add depth to your discussion.
Table 1: Key Success Factors
Draw up a KSF Table similar to Table 4.2 (Grant et al. 2014, p.145) for the Health and Fitness Industry. Identify the external forces impacting on this industry, list the likely industry responses as a whole (how the whole industry is currently responding to these forces) and then list Key Success Factors for the industry. These are the characteristics that companies in this industry should have if they want to be successful and competitive. Pay special attention to how you formulate these success factors (see Table 4.2 in Grant et al. 2014 p.145 for examples) as they play an important role in developing a range of strategies going forward.
KSF narrative
From the list of KSFs that you identified in the table, choose five (5) of the most important key success factors for the industry. Explain why you have chosen each of these KSFs as most important in the industry; why are these factors critical in the Health and Fitness industry?
Here you need to add theory to support your views (please see Point C & D above in the ‘Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.
Discuss the value of the rational models (such as PESTEL, Five Forces and KSFs) in contemporary strategic planning. (+/- 350 words)
The Module 2 Readings address the use of strategic tools in modern strategic planning. In this section, discuss the value and role of rational models in practice. Conclude with your personal view about the issue, whether these strategic tools should be used or not in strategy development.
In Section 2.3.2 Strategic Tools and their Use in Practice of your Study Book (Module 2, p.11) the use of ‘technical rational’ models is addressed. Please do not copy information from the study book into your answer in this section. It is important that you read the views of the authors of the readings (Module 2 Readings) and develop your own opinion about the usefulness of these models in practice. In this section, additional theory sources are not required, only the relevant Module 2 readings should be used as theory to support your discussion. Remember to apply in-text referencing (and of course full references in the List of References) when you present the views obtained from these sources.
List of References
Include here a list of full references of all the in-text references that you included in your discussions. The case study should not be referenced here but your text and readings that you referenced should appear here. Make sure that you follow the correct Harvard AGPS method of referencing.
