Industry Overview & Target Segment - Management Assignment Help

Assignment Task

RCG Group, Rajkot, Gujarat based diversified industry group led by G. Rameshchandra decided to enter in to fitness & wellness industry sector though internally funded start-up in fast growing metro city. He identified Pune city as the best city for opening his company’s first Gym. He had a plan to cover 100 cities in India within five years, if, Pune unit would break-even in two year time. During his initial research he came to know about 200+ Gyms already operating in Pune city. He observed it was not easy to decide on location unless thorough cost-benefit analysis would be done. He asked Bijal, strategy & planning officer in RCG Group to conduct thorough analysis and prepare a detailed report with three location options. Bijal did her graduation as well as post graduate program, Masters in Business Administration from Pune. She completed her studies in 2013 & joined RCG Group. She was health conscious and was regularly doing her fitness training & workout. Hence, she was very excited to join this start-up project team. She thought getting the opportunity to stay in Pune for few months would be a bonus. (Refer Annexure – 1 for Pune City Map)

Industry overview & Target segment:

The Indian Fitness & Slimming Industry was set to ride high with all levers in place. Growing disposable income of the people coupled with rising awareness of a healthy body augur well for the Industry. Significant changes in lifestyle related to lack of physical activity and increased consumption of fast food among both affluent and working class population led to greater need for healthy lifestyles. Fitness industry was a small segment of overall health & wellness industry. At the end of FY2018, revenues in the Indian fitness market amounted to USD 908million. Further growth in the segment, expected at a CAGR of 10%+ between 2018 and 2022, was expected to take the
total market value to a whopping USD 1.4 Billion in 2022.

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