Stakeholder analysis The gym group plc

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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/
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