10/28/2018 MGT-450

UN GOAL #. 3

Team Members: Maryam Halimy, Sanam Wassi, Nelab Haidari

AMERICAN UNIVERSITY OF AFGHANISTAN
 Good Health and Wellbeing

1. Problem trying to solve?

Nowadays technological impact have changed the life style of people in the
world. Considering its advantages, however there are some important
negative aspects alongside all these technological changes to the way for
human beings to avoid heavy works loads, lack of exercise, using
transportations instead of walking, more technology rather than manual
work and so on. The other facture can be fast foods and soft drinks which is
causing to overweight. And finally the threatening and most important life-
threatening issue is drug addiction dispersed in most young generation
hence to overcome all of these problems our business model will be to have
a fitness center so that we will be able to decrease all these physical health
problems as most doctors are suggesting too.

2. NEWCO Solution:
Physical health care solution for everyone at Scrapper gym.
3. Secondary research. Where/what sources are you using?
We used articles at internet, AUAF library, interviewing people,
Journals.
4. What factors in the external environment? There is competitors,
customers, suppliers and creditors (operating environment). Heavy
cost of machinery, substitute availability for gym, competitive rivalry
(industry environment). Economic problem, social or cultural barrier
(remote environment)
5. Customer segments: who will buy or get benefit from your services.
Working ages between 25- 65
Health requirement ages plus 40
 Students
Body fitness requirement (celebrities)
6. Secondary
7. Related to question 4
8. Q #5. An 60% depression in Afghanistan: it’s a trend that movement
decrease the stress and apportunity for the gym. Excersize boost brain
power and its appotunity worker age. Avoide drug usage. Socie media
(show of Celebery body fitness), technological innovation, excess
usage of junk food, usage of steroid in animals made most human
health problems …..gym.Head to head compition, substituaioin.

9. Three potential customer segment

Students
working age between 25-65
Health requirement ages plus 40

10. Internal competitors: Aryana Afghan gym at Kabul Jalalabad

road, Health fitness center at Aria city, Horiani gym at Pole Sorkh.

11. External competitors: there are several gyms outside, we will

name few of them.

Bev Francis’s Powerhouse Gym at New York

Original Temple Gym at United Kingdom
Titan Fitness at Sydney, Australia [ CITATION Joe14 \l 1033 ]

12. What are the barrier entering in the market?

Market of competitor is high but the barrier to enter is low[ CITATION Wel \l
1033 ], though we mentioned some barriers in Afghanistan.
Lack of knowledge or educational back ground about health exercise.
 Economic and financial
Culture and customer behavior
13. Value chain activity or supply chain map.
equipment Health
people Fitness
Location Service (Zumba, shuffle, aerobic, yoga…) End
customer
Utility/water
operation
Diagram from producer to consumer map with at least 5 steps
14. Review your value chain/supply chain map, pick one step.
15. Interview three to four people who are knowledgeable at above
value chain step.
We have chosen the equipment step in our value chain map. As we
interviewed some people about the equipment, they had different
ideas. For example Mr. Veronica our fitness trainer at AUAF said, it is
the most important part of the gym because mostly people prefer to
join where they have more options. They like to try new tools for
different part of body. In fact the equipment attract more customer in
the long run. Also others believe more facility give them the good
feeling to exercise and burn more calories.
16. Determine the potential issue or problem that may impact your
NECOW product.
The most problem is the cost of gym material and machinery and lack
of accessibility at Afghanistan.
17. Target market, supply chain, qualified trainers, training the
trainer.