Stakeholder analysis The gym group plc
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Transcript Stakeholder analysis The gym group plc
Project Management Group F201
Project Overview
Project involves launching a new site for
The Gym Group PLC
Located around Oxford Road,
Manchester
One of the fastest growing companies in
the UK
Sunday Times Fast Track 100 (2012), #13
15th best small UK Company to work for
Sunday Times Best Small Companies
(2013)
http://www.thegymgroup.com/about-us/the-gyms-history/
Stakeholder Analysis Models
High
Interest
Keep
Informed
Manage
Closely
Low
Interest
Monitor
Keep
Satisfied
Low
Power
High
Power
Power Interest Model
http://www.mindtools.com/stress/pp/StakeholderManagement.htm
Power, Legitimacy &
Urgency Model
Mitchell, R. K., B. R. Agle, and D.J. Wood. (1997). "Toward a Theory of
Stakeholder Identification and Salience: Defining the Principle of Who and What
really Counts." in: Academy of Management Review 22(4): 853 - 888.
The Gym Group PLC
The Gym Group PLC
External Stakeholders
Customers
Local Residents of neighbouring areas
City Centre
Ardwick
Longsight
Hulme
Fallowfield
Salford
Student population included
Large student population in the area, 2 University
Campus’ locally
Oxford Road location opens up bus/rail/cycle
links
External Stakeholders
Customers
Represent a high interest in the project, but low
power
Hence, it’s correct to keep this stakeholder
informed on the progression and development
of the project
Communication vital to keep customer
informed. Update them of all major progress as
and when it happens
Confirmed opening dates
Gym membership prices (if not included in existing
multi-gym memberships)
Equipment information.
External Stakeholders
Customers
Dependent stakeholder
High legitimacy, some urgency, no power.
E.g. Customers awaiting the opening so they
can begin training at the site.
Stakeholder is directly influenced by the
outcome of the project.
The Gym Group PLC
External Stakeholders
Local Businesses
Local businesses, irrespective of
business size
Corporate membership prices/packages
Boost to local economy and customer
traffic
External Stakeholders
Local Businesses
Again, local businesses will show a high
interest in the project, but will have low
power
Keeping businesses informed via suitable
communication methods
E-mails, newsletters etc.
Regular correspondence required
Take on board feedback as not doing so
can have a detrimental effect on the project.
External Stakeholders
Local Businesses
Discretionary Stakeholder
High legitimacy, no power or urgency
Build up their participation in the project
Build momentum – explain benefits and
potential
Indirectly influenced by the project
The Gym Group PLC
The Gym Group PLC
Internal Stakeholders
Shareholders
Shareholders have a large financial impact
on the outcome of the project.
They require comprehensive information
about the project, communicated via the
Annual General Meeting, or through
Shareholder correspondence (letter/e-mail
etc.)
Not all shareholders may support the
project
Manage these individually
Internal Stakeholders
Shareholders
Low interest in the project, but with a
high degree of power
Taking into consideration other expansion
projects across The Gym Group PLC
Ensure that shareholders are satisfied
with the project.
http://www.thegymgroup.com/find-a-gym/
Internal Stakeholders
Shareholders
Dominant Stakeholder
High power and legitimacy, but no urgency
Keep shareholders informed in important
decisions and issues through suitable
communications methods
Respond to shareholders if queries are raised
and feedback given.
Directly influenced in the outcome of the
project
Share price increase/decrease depending on the
outcome
http://www.thegymgroup.com/find-a-gym/
The Gym Group PLC
Internal Stakeholders
Employees
Employees represent a high emotional
interest in the project outcome
Employees depend on the project being
successful
Motivated to ensure it’s a success
Job satisfaction
Promotion
Bonuses
Employees have an operational influence
on the project during and after completion
Internal Stakeholders
Employees
Employees represent a high interest in the
project, with a high degree of power
Lack of employees means possible delays in project
completion
Employees need to me managed closely within
the project and by the company
Training requirements
Start dates confirmed
Timely, regular and efficient communication
Shift patterns built in to ensure cover for peak times
Employees need to be satisfied with all the above prior
to the project completion
http://www.thegymgroup.com/find-a-gym/
Internal Stakeholders
Employees
Dependent Stakeholder
High legitimacy, and urgency, but no power over the
project
Any information and issues regarding the project will
need to be updated to employees on a high-priority
basis.
Employees needs to be kept involved and managed,
responding to queries and feedback when required.
Employees operationally involved in the project
both during and after completion
Exert a varying degree of control over the success of
the project
http://www.thegymgroup.com/find-a-gym/