The Scenario: Running for Glory (RfG) is a one-site running-centric fitness store in Seattle, WA. Seattle has been a center of running enthusiasts for over 40 years, with many stores catering to a wide variety of customers. However, in the past 20 years, most of the stores have expanded to include other sports and have lost their focus on the running trade. Running for Glory has stayed true to its running history and has developed an extremely loyal, almost fanatical customer base. However, the company has not kept abreast of the advances in technology, so it does not know much about its customers other than what its cash registers tell. It can produce basic sales data from its cash register systems, and it can manage inventory records with the help of its suppliers, but RfG cannot analyze trends in customer demographics, develop strategic plans for expansion, or engage in serious discussion with its suppliers concerning the viability of sourcing new products or eliminating any existing ones.
One of the Running for Glory partners is convinced that the company should expand to the farther suburbs, where many younger people are locating. This partner believes that RfG's future lies in attracting new, younger customers in these farther suburbs, but without any demographic data, the four partners have only their instincts to use in making any decisions.
RfG management, including executive partners, has decided to hire a consulting company to analyze the company's situation and develop a report. You have been selected as a consultant for this project.
Assignment - Based on the scenario provided, analyze the situation facing Running for Glory and explain what problem(s) need to be addressed in your recommendation. What business processes are affected by this problem or will be affected by a solution?
Write a 1-2-page response (4 paragraphs) using the following headings for each section:
- Situation Analysis
- Problem Identification
- Business Processes Affected
- Conclusion