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Fitness Centre and Amore Fitness Analysis

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Submitted By JacobChen
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Industry Evolution Issues of Fitness Center in Singapore
Amore Fitness

Table of Contents Industry Evolution Issues of Fitness Center in Singapore 1 1 Introduction 1 2 Industry review 2 2.1 What is the current stage of industry evolution 2 2.2 What are the important factors that impacting the current and near future of such industry? 3 2.3 Five forces analysis 5 2.4 Possible trends identified from above analysis 8 3 Firm level analysis 8 3.1 Brief overview of the firm and its business 8 3.2 Firm’s Strategy 9 3.3 Under the present stage of industry life cycle, what is the key factors that impacting the firm’s strategy 9 3.4 Suggestion for maximizing the potential of present stage 10 3.5 Suggestion for positioning strategy that preparing enter of next stage of life cycle 11 4 Conclusions 11 Bibliography 12

1 Introduction

This essay will thoroughly examine the competitive environment of fitness industry in Singapore. Fitness first made its way into the lives of Singaporeans in the sixties and seventies, and the majority of gym-goers were mainly men, who were mostly serious body-builders. The popularity of fitness training in Singapore only took off at 21st century, when every one wants to live a healthy lifestyle. Nowadays, the fitness industry has truly influenced everyone’s life through various fitness training group exercises, personal training and bodybuilding. (Singapore Fitness Blog, 2011)

The famous and large fitness centers emerging are True Fitness, Fitness First, Virgin Active, Amore Fitness and Celebrity Fitness. The focus of this essay will be on Amore Fitness. Being a female-only fitness center, Amore Fitness provides a confortable environment, as women do not need to worry about the awkwardness of being surrounded by a male crowd. Also, Amore’s Kid Fit Club will make their children busy with many interesting

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