Project Management Group F201

 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
 15 th best small UK Company to work for
 Sunday Times Best Small Companies
(2013) http://www.thegymgroup.com/about-us/the-gyms-history/

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/