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CASE STUDY: 1 Read the following case study and answer all the questions given below the case study. Sihhah Sports International (SSI) operates fitness centers in Oman, Bahrain, Saudi, and Qatar. This year is its fifteen years in the industry. Still it is working hard in retaining members and expanding its club base, and at the same time struggling financial recovery. SSI is focusing on maximizing shareholder wealth. An improvement in economic conditions following the economic downturn should lead to positive growth rates in SSI, SSI wishes to increase its operation and increasing clubs in each of the metropolitan regions that it served. Therefore, SSI is doing expansion through mergers and acquisitions. SSI's employees are looking into opportunity to develop. However, so far, they do not find any changes in Human Resource practice. It acquires clubs to leverage established customer bases and locations. The idea now is approaching and expanding the business into private fitness centers for corporations and universities via SSis acquisition Fitness will continue to grow as all generations' safety and health awareness is increasing. The growing concem has made them finding ways to commit themselves with sport activities. In future, health will be a priority for all populations across all demographics. It gives positive sign to those in the industry, and also potential threat from as new comers will increase. SSI is operating in an industry that will continue to evolve and challenge the status quo of what constitutes a positive fitness experience. As a powerful regional player in the fitness game, the company's success is directly tied to the economic condition, customer value and satisfaction especially from regular customer. SSI needs to consider consumer discretionary in spending their money for sport activities at SSI in future. Going forward by opening new locations in central urban markets and branch out into suburban and neighboring communities for the purpose of getting nearer to the population is kind of new market access. SSI should concern on customers' perception and interest. Surveys and market analysis should be done to find ways to improvise the current approach. Good marketing strategy can appeal potential customers and current customers to be loyal to SSI. Not only SSI's brand that it has to promote, finding more customers from diverse background can generate sales performance. A good approach here is SSI employees and culture of each club location played a role in customer satisfaction and member retention For longer-term growth, SSI have to adapt in a constantly changing environment, its current financial challenges, and its attempts to remain attractive to current and potential members. Given that sport centres have had to liquidate their facilities and assets in recent years, SSI hus to avoid a similar fate? Membership retention and attrition, are as old as the industry itself, newer challenges, such as increasing pressure rapidly changing fitness trends, are pushing SSI in ways it has never before experienced. Time will tell if sSi has the flexibility and vision to define its own fate in an environment that is anything but predictable. QUESTION 1 Evaluate distinctive capability of Sihhah Sports International (SSI). By looking into the nature of business and the situation in Sihhah Sports International (SSI), propose an alternative strategy that is not currently employed and Justify. Analyze at least six (6) external environment factors that influence current and future business of Sihhah Sports International (SSI). (10 Marks) (Evaluate=2 Marks, Propose= 4 Marks, Analyze-4 Marks) QUESTION 2 Evaluate Sihhah Sports International (SSI) competitive advantages through its operations. Analyze task environment at Sihhah Sports International (SSI). Relate corporate level strategy of Sihhah Sports International (SSI) with its business level strategy. Propose the best hard and soft elements to be practiced in SSI. (10 Marks) (Evaluate=2 Marks, Analyze 4 Marks, Relate=2, Propose=2 Marks) CASE STUDY: 1 Read the following case study and answer all the questions given below the case study. Sihhah Sports International (SSI) operates fitness centers in Oman, Bahrain, Saudi, and Qatar. This year is its fifteen years in the industry. Still it is working hard in retaining members and expanding its club base, and at the same time struggling financial recovery. SSI is focusing on maximizing shareholder wealth. An improvement in economic conditions following the economic downturn should lead to positive growth rates in SSI, SSI wishes to increase its operation and increasing clubs in each of the metropolitan regions that it served. Therefore, SSI is doing expansion through mergers and acquisitions. SSI's employees are looking into opportunity to develop. However, so far, they do not find any changes in Human Resource practice. It acquires clubs to leverage established customer bases and locations. The idea now is approaching and expanding the business into private fitness centers for corporations and universities via SSis acquisition Fitness will continue to grow as all generations' safety and health awareness is increasing. The growing concem has made them finding ways to commit themselves with sport activities. In future, health will be a priority for all populations across all demographics. It gives positive sign to those in the industry, and also potential threat from as new comers will increase. SSI is operating in an industry that will continue to evolve and challenge the status quo of what constitutes a positive fitness experience. As a powerful regional player in the fitness game, the company's success is directly tied to the economic condition, customer value and satisfaction especially from regular customer. SSI needs to consider consumer discretionary in spending their money for sport activities at SSI in future. Going forward by opening new locations in central urban markets and branch out into suburban and neighboring communities for the purpose of getting nearer to the population is kind of new market access. SSI should concern on customers' perception and interest. Surveys and market analysis should be done to find ways to improvise the current approach. Good marketing strategy can appeal potential customers and current customers to be loyal to SSI. Not only SSI's brand that it has to promote, finding more customers from diverse background can generate sales performance. A good approach here is SSI employees and culture of each club location played a role in customer satisfaction and member retention For longer-term growth, SSI have to adapt in a constantly changing environment, its current financial challenges, and its attempts to remain attractive to current and potential members. Given that sport centres have had to liquidate their facilities and assets in recent years, SSI hus to avoid a similar fate? Membership retention and attrition, are as old as the industry itself, newer challenges, such as increasing pressure rapidly changing fitness trends, are pushing SSI in ways it has never before experienced. Time will tell if sSi has the flexibility and vision to define its own fate in an environment that is anything but predictable. QUESTION 1 Evaluate distinctive capability of Sihhah Sports International (SSI). By looking into the nature of business and the situation in Sihhah Sports International (SSI), propose an alternative strategy that is not currently employed and Justify. Analyze at least six (6) external environment factors that influence current and future business of Sihhah Sports International (SSI). (10 Marks) (Evaluate=2 Marks, Propose= 4 Marks, Analyze-4 Marks) QUESTION 2 Evaluate Sihhah Sports International (SSI) competitive advantages through its operations. Analyze task environment at Sihhah Sports International (SSI). Relate corporate level strategy of Sihhah Sports International (SSI) with its business level strategy. Propose the best hard and soft elements to be practiced in SSI. (10 Marks) (Evaluate=2 Marks, Analyze 4 Marks, Relate=2, Propose=2 Marks)

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