Situation Analysis Running for Glory (RfG) is a one-site running fitness store in Seattle, Washington. Running for Glory has stayed true to its running history for over 40 years, unlike other stores who have expanded to include other sports and not focus on running. Through running for Glory’s dedication and focus on running RfG has developed an extremely loyal customer base. However, one of Running for Glory’s partners has a wish to expand to the farther suburbs, where younger people are located. Our company has been hired to establish Running for Glory’s current customer demographics and if the suburb demographics would allow for successful expansion.
Problem Identification To determine if expansion into the suburbs would be a valid business
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Where are current RfG customers located?
4. Are RfG’s current and future location located too close together?
Business Processes Affected Running for Glory’s business decision to expand into the suburbs effects several business processes. These include:
• Finance o RfG financial department would have to determine what the company can afford to pay for the expansion
• Business Entities o RfG could form a partnership with running groups located within the area of expansion in the suburbs to expand their brand to future customers. o RfG could form a partnership with schools within the expansion area to expand their brand to students and parents.
• Marketing o RfG could create a social network page to appeal to new customers and to track where current customers are located. o RfG would need to advertise the expansion of their store to the public. o RfG could ask customers for the email during checkout to provide customers with promotions and a questionnaire to determine their customer’s demographics o RfG could ask customers for their zip code during the checkout process to determine the location of their customers.
• Logistics o RfG would need to determine how much inventory their current and new store would