Introduction Flip Factory Inc. (Flip Factory) is a fitness centre in Calgary specialising is several forms of non-competitive gymnastics. In addition to offering traditional gymnastics programs, Flip Factory also offers an array of non-traditional elements such as: circus acts, trampolining, performance gymnastics and parkour. Darlene Travis, the owner and CEO of Flip Factory, first conceived Flip Factory in order to respond to what she saw as a gap in the market. Since moving from its original location in a small inner city church to a larger venue in northeast Calgary, Flip Factory has experienced considerable growth and success. The key issue in this case in how Flip Factory can continue to successfully develop and expand. In order to address this issue, this report will provide analysis of Flip Factory Inc. (Flip Factory) and recommend a strategic plan for the future. First, I will analyze the macro-environment, industry and internal factors and then, evaluate alternatives to determine how Flip Factory can best capitalize its current success. External Analysis Macro-Environment Analysis The environmental forces affecting Flip …show more content…
There are 12 major gymnastics clubs in Calgary as well as several centres that offer non-traditional gymnastics programs. Firms competing in this industry compete in two tiers, competitive and recreational gymnastics clubs. The demand for recreational gymnastics is considered to be high in Calgary. There is also a growing niche demand for non-traditional gymnastics programs like those offered by Flip Factory. There is a large gap in the Western Canadian Market for firms that specialise in high level circus acts, as the National Circus School is based in Eastern Canada. This creates an opportunity for firms looking to differentiate themselves in the market. Buyers in this industry are not price sensitive, therefore firms in the industry must complete on