SWOT Analysis of Worksop Leisure Centre (WLC)

Swot Analysis of Worksop Leisure Centre (WLC)

SWOT Analysis Template  

Situation being analysed: Worksop Leisure Centre (WLC)_________________________________________________________________

Many criteria can apply to more than one quadrant. Identify criteria appropriate to your own SWOT situation.

criteria examples Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural? Management cover, succession? Philosophy and values?	Strengths ·          Location – Worksop leisure centre I situated near one of the most affluent places of Worksop (Gateford). This means it is likely that many people living Gateford will see the centre and want to join. ·          Season – this season is one of the busiest most profitable seasons as many people join the gym to get fit after the Christmas period. ·          Accreditation – at current the centre is extremely close to attaining quest accreditation, this would be excellent as it would show customers how hard the staff of WLC work and how successful as a sports Facility WLC is. ·          Reception technology – WLC has just installed a state of the art till system which will make the receptions and administrations job much easier.	Weaknesses ·          Location - Worksop leisure centre I situated near one of the most affluent places of Worksop (Gateford). This means it is likely that many people living Gateford will see the centre and want to join. ·          Season – although this season is one of the busiest, the season doesn’t last very long and membership soon starts to drop, typically around March time. ·          Accreditation – if WLC fails to meet the accreditation standards this would reflect poorly on the company and may have a detrimental effect on membership numbers as customers may lose trust in WLC. ·          Reception technology – the reception staff of WLC are not yet comfortable or confident in how to work the till system and at busy times customers are left waiting at reception longer than they should have to resulting in them becoming frustrated and giving management poor feedback as to how productive the new system is.	criteria examples Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cashflow, start-up cash-drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession?
criteria examples Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics: eg, surprise, major contracts? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?	Opportunities ·          Location- in the small town of Worksop their are as many as 5 gyms, this is an opportunity as through successful marketing the centre may be able to take some of the customers from the other gyms boosting their income and memberships. ·          Expansion – WLC is looking to expanding the fitness suite as well as purchasing a new sports hall and 5 tennis courts, if this is successful this would be a great opportunity to gain customers but more importantly fulfil societies needs for sport and leisure. ·          Partnership with council and private leisure firm – if used properly this partnership could be extremely successful as 3 times the amount of brain power could be put into decision making. ·          Competition – other gyms in and around Worksop are not taking the chance to gain new customers through successful advertising whereas WLC is. therefore, WLC have a great opportunity to gain new customers from other competitors.	Threats ·          Location - in the small town of Worksop their are as many as 5 gyms, this is a threat as they have the potential through successful marketing to take some of our customers. ·          Expansion - WLC is looking to expanding the fitness suite as well as purchasing a new sports hall and 5 tennis courts, if WLC is successful in doing so, it will need careful management and staffing, if this were not to be the case members using the facility may observe this and choose to participate in sport and leisure at a different centre as they feel they are not getting the level of service they should. ·          Partnership with council and private leisure firm – although this may seem like a good idea with regard to decision making, with three separate entireties being involved decision making could be long and drawn out with some parties feeling unmotivated to work towards the goal decided on, because it was not their first choice. ·          Competition – if other gyms were to be more successful in their marketing it is quite possible that WLC could see a decline in memberships as customers choose to partake in sport and leisure at a different gym due to better offers are perks.	criteria examples Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects?

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