As Personal Trainer makes its move into Toronto, it has a number of considerations to make. Everything from the job climate to the finer points of US-Canadian law can make or break the company. Hence the use of a SWOT analysis - this takes PT's Strengths, Weaknesses, Opportunities, and Threats and compiles them in an easily understood chart. In this case, though there are still a few unknowns which really can't be understood until the branch actually opens, PT's analysis shows what it can expect to deal with as it moves forward with its business.
Strengths
• New location intended to be cutting edge.
• Collection of services makes company attractive to larger audiences.
• Using new template for new location; keeps business agile.
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Weaknesses
• High startup capital.
• Large city (Toronto) is likely to have significant competitor presence.
• Collection of services increases overhead and increases the number of outside contractors for operations.
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Opportunities
• Many innovations in facilities.
• Analysis of current trends in fitness can assist new facility.
• Startup in new country provides access to completely new pool of possible customers.
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Threats
• Member liability - requires extensive insurance.
• Operating in a foreign country – different laws and tax code.
• Failure to innovate can damage competitiveness.
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Personal Trainer 