1-2 - Final Project Milestone 1
pdf
keyboard_arrow_up
School
Southern New Hampshire University *
*We aren’t endorsed by this school
Course
210
Subject
Information Systems
Date
Dec 6, 2023
Type
Pages
2
Uploaded by snehshah98
Running for Glory (RfG) is a running-based fitness store located in Seattle, Washington.
The store has a long history in catering to running enthusiasts for over 40 years while
maintaining a loyal and dedicated customer base. However, in recent times, the company faces
many challenges and limitations.
Situation Analysis
RfG has not kept up with technological advances and lacks comprehensive data from its
customers. RfG does not have information on customer demographics because the fitness store
heavily relies on sales without having an interest for its customers. Without customer data, RfG
is unable to analyze trends or develop strategies/tactics to make decisions to further increase
revenue. RfG’s commitment to the niche market of running has endeared it to a dedicated
customer base, thus limiting growth opportunities. One of the partners believes that RfG should
expand to a suburban town to attract younger customers but this decision is solely based on
instinct.
Problem Identification
The primary problem facing Running for Glory is the lack of access to comprehensive
customer data and analytical capabilities. RfG lacks data on customer demographics,
preferences, and behavior. This hinders their ability to understand their customer base, tailor their
offerings, and provide personalized experiences. Without data-driven insights, hey risk making
decisions based on intuition rather than market trends. The company's commitment to its
running-centric focus has kept its existing customer base loyal. However, it may limit its growth
potential as it fails to tap into emerging markets or respond to evolving customer preferences.
RfG’s decision to expand to the suburbs to target younger customers can be considered a good
decision. However, without actual data, this decision is risky because there is no assurance that
the target demographic is interested in the market in which RfG operates in.
Business Processes Affected
The lack of customer data hampers RfG's ability to design effective marketing
campaigns, engage with customers on a personal level, and tailor promotions to individual
preferences. RfG cannot develop comprehensive strategic plans for expansion, product
assortment, or supplier relationships. This affects their ability to adapt to market changes and
remain competitive. RfG relies on supplier records for inventory management. With limited
insights into customer demand and preferences, they may struggle with optimizing their
inventory and product selection. All major decisions, including the expansion to the suburbs, are
being made without the benefit of data-driven analysis, increasing the risk of making suboptimal
choices.
Conclusion
Running for Glory is facing significant challenges due to its lack of access to customer
data and the resulting inability to make informed strategic decisions. To address these issues and
position the company for sustainable growth, it is imperative that RfG invest in data collection,
analysis, and technology upgrades. By leveraging customer insights, the company can better
understand its market, adapt to changing customer preferences, and make strategic decisions with
confidence. Hiring a consulting company to assist in this transformation is a crucial step toward
unlocking RfG's full potential and ensuring its continued success in the competitive fitness retail
industry.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help