Ur Umuc Fitness Center Case Study 1

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UR UMUC Healthy Fitness Center Case Study By Ellen Spears 6/16/2013 University of Maryland University College Introduction Positioned in a small community is UR UMUC Healthy Fitness Center that has been an integral part of the community for thirty three years. Since the open of UMUC in 1980, the use of technology has forever changed the fitness industry of the 21st Century. A lot of the issues with UMUC stem from being out dated, old equipment, older fitness classes, no internet access, limited marketing, and in result the establishment has seen a steady decline in business over the last five years. My purpose is to identify the needs of the business by using Porters Five Forces Analysis (Baltzan 2012) and incorporate technological solutions giving UR UMUC Healthy Fitness Center the competitive advantage once again. The first force to be analyzed is the force of Buyer power which by definition is the ability of the buyer to affect the prices (Baltzan 2012 pg 16). UMUC is not among the best in buyer power in fact, they are at a high risk. Due to location and limited financial resources, this impacts the facility and my strategy in a negative way. Next is Supplier power defined as the supplier’s ability to influence the prices they charge for supplies (Baltzan 2012 pg 16). This force is high when compared to our competitor; Gold’s Gym has the supplier power because they manufacture their own equipment (Gold’s Gym.com) making this a high threat to UMUC and my strategy. Next analysis is the
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