Project Management Group F 201 STAKEHOLDER ANALYSIS THE

Project Management Group F 201 STAKEHOLDER ANALYSIS THE GYM GROUP PLC

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 � 15 th 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 Interest Model http: //www. mindtools. com/stress/pp/Stakeholder. Management. 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 External Stakeholders

The Gym Group PLC Customers

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 Local Businesses

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 Internal Stakeholders

The Gym Group PLC Shareholders

Internal Stakeholders 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 Employees

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/