10F011-601 Phase2a Research Plan Competitor Assessment

Note: HSG is referred to as the firm, its customers as clients and their customers as end customers

Competitor analysis
o Who are the major competitors? TriFit?(Other organizations offering the same product or service now, Other organizations offering similar products or services now, Organizations that could remove the need for a product or service) (Jan) o Where are they located geographically? Who are the players in geographical areas that HSG is planning to expand? o What is the ownership and organizational structure of these competitors? o What areas are they competing in, what is their market share? (Catalin) o What is their customer base, growth rate and loyalty, promotional mix, advertising, sales force success rate, online promotional strategy, distribution channels, exclusivity agreements, alliances and geographical coverage, pricing, discounts and allowances? o What is the base for competition (quality of trainers, type of equipment, etc)? (Scott) o How do their end customers perceive them? Why did they choose them? o What are their products, what is their strength and weaknesses, price offerings? How is it different from yours? (Freddy) o What is their market position, how are they doing overall, what are their next moves? (Catalin) o If HSG is planning any new product/service line, what are these competitors doing in the same area? (Freddy) o What is the financial standing of the competitors? What is their profit growth profile, method of growth? What are the capacity and capital investments available to these competitors? (Shaikh, Karnan) o What are the employee strengths, skill sets, management style, compensation, retention rate, morale at competitor firms? o What are the growth plan, objectives, acquisition and divestiture plans of current competitors? o What is the marketing strategy of current competitors? How successful are they? Are commercial gyms competition? Goodlife? Why? Talk to end customers of clients What is the price point that a client would switch? What is the price point, convenience factors at which end customers may look for alternatives (Catalin) What is HSGs reaction to competition? What is HSGs strategy in this regard? Is HSG uniquely suited to compete with them? How has HSGs business in the past been affected by these competitors? Did HSG win any customers from them? Lose any to them? If HSG is planning any new product/service line, how do the anticipate competitors reaction? (Scott) HSGs competitive advantage- is it cost leadership or focus, differentiation? (Scott) What are some related markets? Which are the companies competing in those markets? (Catalin) Who can be potential competitors (Organizations that could offer the same or similar products or services in the future)? Which companies target the clients primary market segment but with unrelated products? (Catalin) What are some companies in other geographical areas but with similar profile? Are there any new start-up companies organized by former employees/managers of the company? Is there insufficient supply/ high profit margin currently? How intense is the existing competitive rivalry? How aware is HSG of potential competitors? How can these potential competitors affect HSGs future business? What proactive steps is HSG taking in order to retain/grow market share in the event of new entrants? How effective are these steps?

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Current & Future Impact of known competitors on HSG

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Potential competitors

Impact of potential competitors & HSGs preparedness

Saturday, November 6, 2010

10F011-601 Phase2a Research Plan Competitor Assessment

Sources
Sales representatives deal on a daily basis with customers - and will hear what the competitors have been doing. They are the business foot soldiers - with the ear to the ground who can forewarn management about impending enemy campaigns. Research & Development may come across new patents. Purchasing may find out that a supplier is now also supplying a competitor. Market research can give feedback on the customer's perspective Online research literature trade shows and conferences interviewing industry experts interviewing client decision makers financial director, marketing director interviewing client employees interviewing competitors' customers (and end customer) and suppliers interviewing ex-competitor employees surveying general public Win-loss analysis: When you lose a client find out the reason why - not just what the salesperson says, but the real reason. Follow up with the lost client to find out why they switched, to whom and how their new supplier compares. Do the same when you win a customer - why did they choose you in preference to other options in the market. The information gathered can show what you are doing well and where you are failing. It can help you understand competitor strategies and tactics - how they sell, what their targets are, their pricing, and so on.

Five fundamental questions for 601

1. What business is the company in and what are its goals? Describe the existing business. What is its position in the industry? Understand the business model. How does the company make money? Are there different interpretations of the business? What are its goals relative to growth, control, profitability, shareholder wealth, good-works, image, reputation, etc How successful is the organization and why? How is success measured or evaluated? What are the indicators of historic and recent performance relative to measures or goals? What have been the reasons for its success or poor performance? What are the organizations prospects for the future? Given its strengths/weaknesses, the competitive environment and trends, what is the forecast of its performance? What critical assumptions are you making about the environment in terms of scenarios or forecasts? What fundamental issues, choices and alternatives face the organization? What are the key strategic issues that face the organization? What strategic choices, opportunities, or alternatives are available to address the key issues? How do your ideas contrast with the organizations ideas regarding the issues that it faces and the options available to it? What actions should the organization take to become more successful? What overall directions should be taken (recommendations)? What concrete time-bound and assigned actions should the company take to execute your recommendations (implementation plan)? Why will it work and make the company more successful? 2

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Saturday, November 6, 2010

10F011-601 Phase2a Research Plan Competitor Assessment

Research Plan 1: Competitor Analysis

Scope:
This research topic will identify major competitors with similar business profile as well as others like commercial gyms that do not seem like a direct competitor due to a difference in their business operations. The researcher will also look at organisations that could remove the need for HSGs services. The scope of this paper will be to study competition in various geographies of HSGs interest and understand their service/product offerings along with its strengths and weaknesses, customer base, growth potential/plan, objectives, capacity and capital investments, promotional strategy, pricing, alliances, employee retention, compensation, morale and the like. The paper will try to understand how the competitors end customers perceive them and reasons they chose them. Another area of study is to identify what these competitors are doing in areas where HS is planning to expand, for example in Adaptive Healthcare consulting/management. This research will also provide an insight on opportunities for HSG in areas where competition lack talent. In this regard few or more of the following data gathering tools will be used: o Interview with HSG sales representatives o Interview with HSG procurement team (team who recommends equipments to clients) o Market research to get feedback on the end-customer's perspective o Online research on HSGs competition, similar businesses, patent holders in the industry o Literature review of factors affecting end customer loyalty to such fitness programs, changing trends o Trade shows and conferences, if possible, to gather industry information and trends o Interviewing industry experts o Interviewing HSGs decision makers financial director, marketing director to know their perspective on these competitors o Interviewing HSGs employees to know their awareness/perspective on these competitors o Interviewing competitors' customers (and end customer) and suppliers, if possible o Interviewing ex-competitor employees, if possible o Surveying general public to understand end customer loyalty to such fitness programs

Purpose:
The purpose of this paper is to analyse the current competition environment at HSG understand the external threats/opportunities and educate HSG on current trends among competitors.

Sources and Activities completed:

None

Sources and Activities in progress:

None

Preliminary Findings and Implications to Strategic Assessment:

None

Saturday, November 6, 2010

10F011-601 Phase2a Research Plan Competitor Assessment

Research Plan 2: Current & Future Impact of known competitors on HSG

Scope:
This paper will study how HSG reacts to competition and if they are uniquely suited to compete with them (those identified in Research Plan 1). What is HSGs competitive advantage? The researcher will look at the trend regarding customers switching base between HSG and its competitions and search for reasons of switching. The paper will also try to anticipate competitor reaction of HSG has any new product/service line in its plan. In this regard few or more of the following data gathering tools will be used: o Interview with HSG sales representatives on how has sales strategy changed over the years and why o Interview with HSG procurement team on how has procurement processes changed over the years and why o Market research to get feedback on clients perspective in areas like why they switched providers, HSG/competitors strengths/weaknesses o Online research on HSG and competitor strategy o Literature review of factors affecting client loyalty, changing trends o Trade shows and conferences, if possible, to gather industry information and trends o Interviewing industry experts o Interviewing HSGs decision makers financial director, marketing director to know their perspective on these competitors and HSGs reaction to them o Interviewing HSGs employees to know their awareness/perspective on the impact of these competitors over the years o Interviewing competitors' customers (and end customer) and suppliers, if possible o Interviewing ex-competitor employees, if possible o Surveying general public to understand their perspective on how the game has changed in the years

Purpose:
The purpose of this research paper is to understand the impact of competitor activities on HSGs business and market share and its preparedness in this regard.

Sources and Activities completed:

None

Sources and Activities in progress:

None

Preliminary Findings and Implications to Strategic Assessment:

None

Saturday, November 6, 2010

10F011-601 Phase2a Research Plan Competitor Assessment

Research Plan 3: Potential competitors

Scope:
The scope of the paper will be limited to studying related markets and their companies and trying to analyse if these companies can become potential competitors by offering same or similar services in the future. The paper will look at companies that target the clients primary market segment but with unrelated products. The paper will also look at new start-up companies organized by former employees/managers or companies in other geographical areas with similar profile since there could be a possibility that they may expand their business in HSGs area of operations and thus become new competition. The researcher will also study aspects like current sufficiency of supply, profit margin, intensity of competitive rivalry which will be an indication on the attractiveness of the industry for new entrants In this regard few or more of the following data gathering tools will be used: o Market research to get information on related market and their companies, attractiveness of the fitness and wellness consulting industry o Online research on related businesses and factors that let companies in related businesses decide to move into HSGs business line o Trade shows and conferences, if possible, to gather industry information and trends o Interviewing industry experts o Interviewing HSGs decision makers financial director, marketing director to know their perspective on potential competitors o Interviewing HSGs employees to know their awareness/perspective on these competitors

Purpose:
The purpose of this paper is to study the evolving competitive scenario in HSGs business line.

Sources and Activities completed:

None

Sources and Activities in progress:

None

Preliminary Findings and Implications to Strategic Assessment:

None

Saturday, November 6, 2010

10F011-601 Phase2a Research Plan Competitor Assessment

Research Plan 4: Impact of potential competitors & HSGs preparedness

Scope:
The research paper will look at areas like HSGs awareness of identified potential entrants and their current business line. The researcher will analyze how these businesses can affect HSGs future operations and growth and evaluate the proactive steps that HSG is taking in order to retain/grow market share in the event of new entrants In this regard few or more of the following data gathering tools will be used: o Interview with HSG sales representatives on whether they see a trend in other businesses moving into their line of business, how prepared are they in handling such a trend o Online research on HSGs strategy in this regard o Trade shows and conferences, if possible, to gather industry information and trends o Interviewing industry experts o Interviewing HSGs decision makers financial director, marketing director to know their perspective on these potential competitors and HSGs reaction to them o Interviewing HSGs employees to know their awareness/perspective on the impact of these potential competitors and what they think is HSGs stand o Interviewing potential competitors' customers (and end customer) and suppliers, if possible o Surveying general public to understand their perspective on how the game can change in the coming years

Purpose:
The purpose of this paper is to study the preparedness of HSG in operating in a new competitive environment if the potential competitors identified in Research Plan 3 were to materialise.

Sources and Activities completed:

None

Sources and Activities in progress:

None

Preliminary Findings and Implications to Strategic Assessment:

None

Saturday, November 6, 2010