David Lloyd Leisure Corporate Strategy

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TRM 304 – CORPORATE STRATEGY Case of study : DAVID LLOYD LEISURE GROUP Assessment one : Write a report that critically evaluates the current internal resources and external operating environment of your case study organisation, using appropriate theoretical frameworks. Conclude your report by summarising briefly the organisation’s key, strenghts, weakenesses, opportunities, and threats, taken from your structured analyses. Executive summary : This report wil be devoted to the analysis of David Lloyd Leisure Group. This analysis is going to be realize both on the external and the internal environment of this company, by using of various works, concepts and theoretical models. In a fisrt stage, the external analysis will be able, with the help of the Pest Framework, to evidence the key drivers of change and the important factors in the Health and fitness market, and more generally in the Leisure industry. The Market, the industry and the Group strategy will be analysed to identify the “critical success factors” studied by Johnson, Scholes and Withhington (2006), “the market segment” defined by Porter (1985), and the “Key factors for succes” (KFS) discussed by Lynch (2000). Secondly, the internal analysis will be led on the David Lloyd Leisure Group, by applying several tools to this case of study such as the resource audit, framework developed by Evans et al (2003), in order to identify a possible competitive advantage, concept developped by Jay Barney (1991), for the company on its competitors. To conclude, a SWOT analysis as developed by Johnson, Scholes and Whittington (2006), will be realised to summarize the Strenghts, Weakenesses, Threats, end Opportunities related to the David Lloyd Leisure Group. I. Contents page : II. Introduction : ................................................................................ 3 III. External analysis :
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