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Running Head: THE UR UMUC HEALTHY FITNESS CENTER
CASE STUDY ANALYSIS
1
THE UR UMUC HEALTHY FITNESS CENTER CASE STUDY
ANALYSIS
6
The UR UMUC Healthy Fitness Center case study analysis
Name
Tutor
College
Course
Date
The UR UMUC Healthy fitness centre is a centre that has been
operating since 1980 as a centre for exercise and martial art
classes. For more than twenty years since it was started, the
fitness centre has been operating on the same way and nothing
much has changed since its inception. Being on the 21st
century, there is a great need of the management of the company
to device new system of operation if it is to continue delivering
its services to the public in the future. This paper gives an
analysis of the situation at UR UMUC Healthy fitness center
and devices on the strategies that I would employ being a newly
employed manager at the centre.
Analyzing porter`s five forces, it will be easier to redefine the
competitive position of UR UMUC Healthy Fitness Centre.
Based on the information that has been provided for the fitness

centre, analysis of Porter`s five forces will help in creating a
competitive advantage of the firm over new entrants in the
market.
Buyer’s power- This is the ability of the buyers to continue
enjoying particular services or goods based on their preferences
for the seller. In the health fitness centre, buyers power is at
stake and this will mean that if the buyer`s power is to reduce,
then it will negatively affect the performance of the centre. This
force is not likely to affect my strategy as I will be dealing with
other forces that will automatically increase the buyer`s power.
Supplier`s power- the ability of the supplier to continue
providing the center with their required equipment. The
suppliers` power has a neutral impact to the centre since the
operations of the centre determine the willingness of the
suppliers to keep on supplying the centre with their materials.
This force is also not likely to affect my strategy as it is
dependent on the success of the operations in the centre. Threat
of substitute services is a force that defines the effect that there
would be if new but related services within the locality. This
force is likely to create a negative impact and will be featured
in my strategy of improving the centre.
Threat from new entrants- The fourth force that defines the
effect that would be realized from new provider of similar
service. New entrants in the business will create a negative
impact on the business and will also affect my strategy on
developing the centre. A new fitness centre is underway and this
will mean that I will have to employ certain strategies that will
elevate customer satisfaction in our centre to prevent customers
from preferring the new fitness centre more than the existing
one.
Rivalry among existing competitors- this is the fifth force is the
rivalry among the existing competitors and defines the threat
posed by businesses that provide a similar service within the
locality. This force has a negative impact on the fitness centre

and is likely to affect my strategy for the business. I will have
to provide a unique and quality service to all customers in order
to ensure that we gain a competitive advantage over similar
businesses.
Given a chance to choose the Porter`s generic strategies, I
would choose the focus strategy on developing the fitness
centre. The situation of the fitness centre at the moment is the
reason as to why I choose this strategy. Currently, the fitness
centre seems to be a monopoly and creating focus for the
particular market will be an added advantage to the centre.
Using the focus strategy, the business will become more
specific in its diverse operations and focus more on customer
satisfaction so that the business may win the loyalty of the
customers. With the loyalty of the customers, we will have
outdone new entrants and the providers of substitute fitness
services.
The strategic business area that is to be improved in the center
is the technological sector. Since the business was set up in
1980, no major technological change has been embraced and the
business continues business as usual in its daily operations.
Technological advancement will include the replacement of the
obsolete equipment, creating a database, WIFI installation in
the fitness center, implementing antibacterial technology,
security, communication and network infrastructures, for better
performance of the fitness center. . Improved technology will
increase the customer satisfaction and improve the business
operations and the earnings from the centre.
New and high tech equipment will be purchased and will replace
the old obsolete ones. These equipment which include
treadmills, rowers, elliptical machines and bikes will make
training much easier, more comfortable and fun and more
efficient. A website that will be a channel for communication
and marketing and provide a platform for more activities online
also needs to be created. This website should have an easy to
use and easy to understand user interface and should have high

levels of security. A database will be required to record store
and retrieve customer and training information will also be
required and should be created. WIFI, which has been requested
by customers, will also be installed. High quality network
adapters e.g. PCI cards and a router or hub with high efficiency
should been purchased and used to install the WIFI. Hotspots
are desirable when it comes to WIFI such that customers when
given passwords can access internet by just being in the vicinity
of the fitness center.
Antibacterial technology will also be desirable in the fitness
center. It is important to have health and risk measures taken
into consideration with for instance having first aid kits incase
of accidents. This technology facilitates high levels of hygiene
and health standards by removing many species of disease
causing bacteria and fungi.
Security infrastructure involves implementing one that will
ensure confidentiality integrity and availability of both
information and resources. Techniques include use of passwords
and biometric techniques for access control of personal
information, encryption and decryption of sensitive information
and general security of all equipment in the fitness center.
Communication is also very vital and an infrastructure that
ensures it’s free of any sorts of barriers and interception should
be implemented. An efficient and reliable network
infrastructure should also be installed and implemented. This
can be open or closed and wired or wireless. A wireless one will
best suit this center for the installation of WIFI. An example of
an efficient wireless technology in the market is ANT+that help
that facilitates the efficiency of heart rate monitors, speed
sensors and power monitors and a good example of a
management system being used is GymMaster that keeps stores
and retrieves customer information replacing paperwork.
The website is one of the platforms that the center can use for
marketing their services and gain leverage over its competitors.

Techniques that can be used in marketing are providing referral
and loyalty programs, leverage of trainers e.g. having events
and creating a great blog to market the fitness center.
GENERIC STRATEGY: Focus strategy is the effective strategy
that will focus on developing particular areas for customer
satisfaction.
STRATEGIC BUSINESS AREA: technological sector is the
strategic business area that will improve customer satisfaction
within the centre.
PROCESS TO BE IMPROVED: development of a website for
the customer care desk will be the most effective process that
will improve the customer relations.
References
Baltzan, P. (2012). Business driven information systems. New
York: McGraw-Hill Irwin.
QuickMBA, (2013). Porter`s Generic Strategies. Retrieved from
http://www.quickmba.com/strategy/generic.shtml
Mc Nurin, B.(2009).Information Systems Management in
Practise.8th edition. Prentice Hall.
Spagnoletti, P.(2008).The Duality of Information Security
Management:Fighting against predictable and unpredictable
threats.Journal of Information System Security.
zip/FLOWCHART DISHEKA-stage2.docx
NAME:
COURSE:
TITLE:
FACILITATOR:
DATE OF SUBMISSION:

Improve Customer Experience (SBA)
Customer Dissatisfaction
Use manual mode of payment
Keep Part time Attendants
Upgrade the Front Desk?
NO
YES
AS IS Customer Experience
TO BE Customer experience
Employ permanent Front Desk Attendants
Yes
No
Upgraded front desk and improved customer experience
Is the Customer Satisfied?
Create employee and Customer database
Computerize membership and registration
Provide an avenue for feedback
Computerize mode payment
Keep customer and employee information on paper and records
Undertake manual registration of members
Proposed improved business process & Technological solutions
According to Tamara Valdez, the vice president of Marketing
and Communications for ASF International Highlands Ranch, a
front desk can be defined as “A center for everything that is

member related and serves as the main communication point for
prospects, members, trainers, instructors and managers and due
to its vital role it is essential that the center installs a system
that organizes, maintains and stores information so that it is
easily accessible. My proposed improved business process is
maximizing customer satisfaction which will focus on
improving the front desk. The front desk conditions of the
fitness center have been inefficient and improving them will
help increase the functionality of the center. (Valdez, 2012).
This will involve replacing part time front desk attendants with
permanent ones to ensure that their services are always
availability. A computerized mode of payment will help ease the
process of paying and enhance follow up and security as
members will now pay online using their credit or debit cards.
The computerized membership system to be introduced will
ensure that members’ information is securely stored such that it
can be accessed whenever required and enhance monitoring of
the members unlike the present system where information is
stored on manually on paper .It is also evident that the center
lacks an established feedback system for the e customers and
the employees. Feedback on the status of equipment, value
added by the instructors, efficiency of the programs and any
matters arising, news and bulletins will now be communicated
effectively so that appropriate actions can be taken. (Brown,
2005)
This advancement will also include developing a customers’ and
employees’ database where all their relevant information can be
stored for later use and notifications and news posted to them
by means of a website, blogs and other communication
platforms. This will also facilitate a good flow of information
between the customers, employees and the management. Easy
access to information will also mean the front desk will
function more effectively. These solutions would improve the
strategic area by increasing the efficiency of the processes
associated with it and delivering good results. (Brown, 2005)

ReferencesBrown Guy (2005) Technology -Optimizing Front
Desk Performance. Retrieved from
http://www.athleticbusiness.com
Valdez T. (2012) Front Desk Networks. Retrieved from
http://www.frontdesknetworks.com
3
zip/UR UMUC Healthy Fitness Center Case Study Spring
2013.docx
UR UMUC Healthy Fitness Center Case Study
In 1980, the UR UMUC Healthy Fitness Center was opened in a
growing area of a bedroom community, by a UMUC Business
Management graduate after he retired from the US Marine
Corps. It has an exercise room with many different kinds of
specialized equipment, rooms for various exercise and martial
arts classes, and locker rooms with showers for men and
women. In addition, there is a small snack area where members
can buy bottled water, soda, fruit juices and snacks, with tables
and chairs where people can relax. There are several part time
staff members that man the counter where people check in; they
also sell memberships and collect payments. There are trained
exercise room attendants to assist members and a maintenance
staff to ensure cleanliness of the facility and minor maintenance
of the equipment. Recently you were hired by the owner and
founder as the manager, and you are very excited about this
opportunity!
UR UMUC Healthy is a for-profit Fitness Center and must cover
its variable costs, fund future improvements and produce a
reasonable profit for the owners. Unfortunately, business has
been steadily declining over the last five years. Although your
predecessor did a good job at the Center, it has become

outdated. You recognize that some of the equipment really
needs to be replaced, but you are not sure which equipment
should be replaced first. The classes and exercise programs
available have also become outdated. There is little known
about the makeup of the membership (age, sex, goals, interests,
problems, complaints, etc.). You don’t know if there are long
waits for particular equipment. If you had more information in
these areas you feel that you could increase membership and
income. For instance, if you knew which equipment was most
heavily used, perhaps you would opt to replace that first, or add
more similar equipment. The Member and Non Member fee
structure has not been reviewed in many years, and your
contracts with outside firms that perform preventative and
major maintenance, and those that provide cleaning supplies,
vending machine services, and towels have not been reviewed in
a number of years. Recently, there have been weeks when the
Center has run out of clean towels and the vending machines
were out of the most popular items. In addition, customers have
been requesting Wi-Fi reception in the Center as well as cardio
monitoring features on the cardio equipment.
The Center is open from 5 AM to 10 PM and is busy most of the
day; however, the make-up of the people differs over the course
of the day and each group has its own characteristics. The early
group, 5 – 8 AM are the heavy workout members who speed
through their exercises and head out for work or school. The
next group, 8 AM -2 PM are older and take their time exercising
and attending classes and spend a lot of time in social
interaction; they are generally either retired or moms with their
kids in school. The period from 2 – 4 PM is the least busy and
is made up largely of high school students and others who like a
less crowded environment. From 4 - 7 PM the group is made up
of workers on their way home who want to get their workout in
before dinner. The last group, 7 – 10 PM, is young single people
who want show themselves off and attract the opposite sex,
while exercising or taking classes.
One problem that you notice immediately is that you do not

know which employees are scheduled to work each day, and
there is no way to quickly get a substitute if one is needed. All
employees require annual training and certifications in CPR,
Safety, First Aid and the use of AED Defibrillators, while the
contract trainers require various additional certifications
periodically based on their specialty. All of the membership
records, orders for towels and snack bar items, and financial
and payroll accounts are kept on paper. The Center does not
have a Web site, and uses very little marketing except word-of-
mouth, and essentially still operates the same as it did in 1980.
Throughout this course you will manage the UR UMUC Healthy
Fitness Center, taking advantage of business practices discussed
in the class, the Course Modules and the textbook to increase
revenue, keep the business running, and bring the Center into
the 21st century. You will identify one area that is in need of
improvement and that can be improved through the use of
technology. You are not expected to solve all of the problems
identified or address all improvements that could be made at the
UR UMUC Healthy Fitness Center. Note: We’re looking for a
technology solution. While installing a handball court may
attract new customers, it is not a technology solution.
The following is an example of how you will identify a business
need and a technology solution: Last year, the Fitness Center
had no effective way to communicate with its members.
Notices were posted on the lobby bulletin board but many
members ignored that, and of course those that hadn't come to
the Center recently had no way of receiving the information.
To address the business need of effectively communicating
with members, a simple database was developed to capture
customers' email and cell phone information as well as their
preferred method of receiving notifications.
Note: As you approach these assignments, you will find it
helpful to think about your own experiences with a fitness
center or gym. Making a trip to a local fitness center may help
you think about the processes, challenges, and opportunities.
Upon completion of these assignments you will have performed

an array of activities to demonstrate your ability to apply the
course content to a “real world situation” to:
· Analyze the business environment and identify a strategic area
for improvement (Stage 1)
· Propose an appropriate technology solution to improve a
selected business process (Stage 2)
· Evaluate various IT considerations of the proposed technology
solution (Stage 3)
· Communicate your solution and the IT considerations to
stakeholders using a presentation format (Stage 4)
· Identify and explain the next steps in implementing the
solution (Stage 5)
The case study and assignments address the Course Outcomes to
enable you to:
· analyze business strategy to recognize how technology
solutions enable strategic outcomes
· analyze internal and external business processes to identify
information systems requirements
· identify and plan IT solutions that meet business objectives.
STAGED ASSIGNMENTS
The staged assignments are designed to follow the relevant
course modules and chapters of the textbook in the class
schedule, and are due on the dates shown in the Syllabus.
Stage 1 Project: Business Environment Analysis (Word
document with analysis)
Stage 2 Project: Business Process Model and Technology-
Supported
Solution
Proposal (Word document with proposed solution and process
diagram)

Stage 3 Project: Template for IT Considerations (Word table)
Stage 4 Project: Executive Briefing Presentation (PowerPoint
Presentation on proposed solution)
Stage 5 Project: Outline of Next Steps (Word document outline
with next steps)
The weight of the assignments is shown in the Course Syllabus.
The due dates are shown in the Course Schedule.
Assignments for stages 1, 2 and 5 require external research,
outside of the textbook. The grading rubric is included with
each assignment.
These assignments are designed to help you identify how to
effectively analyze and interpret information to improve the
business. This is an opportunity for you to apply critical
thinking skills and think like a business professional. When
you are writing a paper or developing a presentation, prepare it
as if it is going to the Loan Committee at the local bank whom
you want to impress with your knowledge, abilities and obtain
the required financing. Don't just go through the mechanics of
pulling together information -- think about what you are
doing, why you're doing it, whether it make sense, whether the
information seems realistic, and what the results show. Support
your recommendations with your research. It’s important that
you identify relevant, timely resources that specifically support
the points or information you provide in your assignment. You
should read the source and assimilate the information first, and

then put it into your own words and incorporate it into the flow
of your writing (with an appropriate in-text APA citation and a
list of Works Cited at the end of your paper). Direct quotes
should be used very sparingly—only when the author’s own
words uniquely present a concept that would be lost if
paraphrased by you.
One of the prerequisites for this course is that you have a
fundamental working knowledge of word processing and
presentation software. Detailed instructions for each Staged
Project, 1 through 5, are posted in the Case Materials
Conference. You must prepare each assignment in the indicated
format (i.e., table, outline, report, presentation or other
specified format) and submit it as an attachment through your
individual Assignments Folder in WebTycho. No credit will be
given for assignments submitted in file formats other than those
stated in the assignment instructions.
Because these assignments require you to use Microsoft Word
and PowerPoint (as indicated in the instructions), you may need
to "brush up" on your familiarity with these or use functions
that perhaps are new to you. Therefore,do not wait until the last
minute to begin an activity. You should read through all the
assignments in advance to ensure you (1) understand what is
expected, and (2) allow enough time to effectively create the
information being requested.
Additional Information

There is a significant amount of information available to you to
assist in developing your skills in using the Microsoft Office
Products. MS Word and PowerPoint are required for these
exercises. The textbook comes with access to the publisher’s
website (http://www.mhhe.com/baltzan) where there are a
number of resources, including Tech Plug-Ins for Office 2003,
2007 and 2010. Don't hesitate to use the on-line help and
wizard tools built into the MS Office applications for help as
you work with the software tools. There are also other web
sites, such as www.eHow.com, and www.microsoft.com that
provide tips. Even YouTube has some useful videos
demonstrating various techniques.
zip/UR UMUC Healthy Fitness Center Case Study.docx
UR UMUC Healthy Fitness Center Case Study
In 1980, the UR UMUC Healthy Fitness Center was opened in a
growing area of a bedroom community, by a UMUC Business
Management graduate after he retired from the US Marine
Corps. It has an exercise room with many different kinds of
specialized equipment, rooms for various exercise and martial
arts classes, and locker rooms with showers for men and
women. In addition, there is a small snack area where members
can buy bottled water, soda, fruit juices and snacks, with tables

and chairs where people can relax. There are several part time
staff members that man the counter where people check in; they
also sell memberships and collect payments. There are trained
exercise room attendants to assist members and a maintenance
staff to ensure cleanliness of the facility and minor maintenance
of the equipment. Recently you were hired by the owner and
founder as the manager, and you are very excited about this
opportunity!
UR UMUC Healthy is a for-profit Fitness Center and must cover
its variable costs, fund future improvements and produce a
reasonable profit for the owners. Unfortunately, business has
been steadily declining over the last five years. Although your
predecessor did a good job at the Center, it has become
outdated. You recognize that some of the equipment really
needs to be replaced, but you are not sure which equipment
should be replaced first. The classes and exercise programs
available have also become outdated. There is little known
about the makeup of the membership (age, sex, goals, interests,
problems, complaints, etc.). You don’t know if there are long
waits for particular equipment. If you had more information in
these areas you feel that you could increase membership and
income. For instance, if you knew which equipment was most
heavily used, perhaps you would opt to replace that first, or add
more similar equipment. The Member and Non Member fee
structure has not been reviewed in many years, and your

contracts with outside firms that perform preventative and
major maintenance, and those that provide cleaning supplies,
vending machine services, and towels have not been reviewed in
a number of years. Recently, there have been weeks when the
Center has run out of clean towels and the vending machines
were out of the most popular items. In addition, customers have
been requesting Wi-Fi reception in the Center as well as cardio
monitoring features on the cardio equipment.
The Center is open from 5 AM to 10 PM and is busy most of the
day; however, the make-up of the people differs over the course
of the day and each group has its own characteristics. The early
group, 5 – 8 AM are the heavy workout members who speed
through their exercises and head out for work or school. The
next group, 8 AM -2 PM are older and take their time exercising
and attending classes and spend a lot of time in social
interaction; they are generally either retired or moms with their
kids in school. The period from 2 – 4 PM is the least busy and
is made up largely of high school students and others who like a
less crowded environment. From 4 - 7 PM the group is made up
of workers on their way home who want to get their workout in
before dinner. The last group, 7 – 10 PM, is young single people
who want show themselves off and attract the opposite sex,
while exercising or taking classes.
One problem that you notice immediately is that you do not
know which employees are scheduled to work each day, and

there is no way to quickly get a substitute if one is needed. All
employees require annual training and certifications in CPR,
Safety, First Aid and the use of AED Defibrillators, while the
contract trainers require various additional certifications
periodically based on their specialty. All of the membership
records, orders for towels and snack bar items, and financial
and payroll accounts are kept on paper. The Center does not
have a Web site, and uses very little marketing except word-of-
mouth, and essentially still operates the same as it did in 1980.
Throughout this course you will manage the UR UMUC Healthy
Fitness Center, taking advantage of business practices discussed
in the class, the Course Modules and the textbook to increase
revenue, keep the business running, and bring the Center into
the 21st century. You will identify one area that is in need of
improvement and that can be improved through the use of
technology. You are not expected to solve all of the problems
identified or address all improvements that could be made at the
UR UMUC Healthy Fitness Center. Note: We’re looking for a
technology solution. While installing a handball court may
attract new customers, it is not a technology solution.
The following is an example of how you will identify a business
need and a technology solution: Last year, the Fitness Center
had no effective way to communicate with its members.
Notices were posted on the lobby bulletin board but many
members ignored that, and of course those that hadn't come to

the Center recently had no way of receiving the information.
To address the business need of effectively communicating
with members, a simple database was developed to capture
customers' email and cell phone information as well as their
preferred method of receiving notifications.
Note: As you approach these assignments, you will find it
helpful to think about your own experiences with a fitness
center or gym. Making a trip to a local fitness center may help
you think about the processes, challenges, and opportunities.
Upon completion of these assignments you will have performed
an array of activities to demonstrate your ability to apply the
course content to a “real world situation” to:
· Analyze the business environment and identify a strategic area
for improvement (Stage 1)
· Propose an appropriate technology solution to improve a
selected business process (Stage 2)
· Evaluate various IT considerations of the proposed technology
solution (Stage 3)
· Communicate your solution and the IT considerations to
stakeholders using a presentation format (Stage 4)
· Identify and explain the next steps in implementing the
solution (Stage 5)
The case study and assignments address the Course Outcomes to
enable you to:

· analyze business strategy to recognize how technology
solutions enable strategic outcomes
· analyze internal and external business processes to identify
information systems requirements
· identify and plan IT solutions that meet business objectives.
STAGED ASSIGNMENTS
The staged assignments are designed to follow the relevant
course modules and chapters of the textbook in the class
schedule, and are due on the dates shown in the Syllabus.
Stage 1 Project: Business Environment Analysis (Word
document with analysis)
Stage 2 Project: Business Process Model and Technology-
Supported

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