Airheads Business Analysis
Strategic Analysis Project
Airheads Trampoline Arena
26th July 2012
Table of contents
Executive Summary 7
EXTERNAL ANALYSIS
Introduction 9
Family Entertainment Center Industry 9
Market Size 9
Sales Growth 10
Stages of Industry Life Cycle 11
Trend 12
Key Competitors 12
Pest Analysis 13
Exhibit 1: Factors of the PEST Analysis 14
Political and Legal Factors 14
Economic Factors 16
Socio-Cultural Factors 20
Technological Factors 21
PEST Analysis Conclusion 22
Porter’s Five Forces 24
Threat of New Entrants 24
Exhibit 2: Barriers to Entry Checklist 24
New Entrants Conclusion 26
Threat of Substitutes 26
Substitutes Conclusion 27
Determinants of Supplier Power 28 Exhibit 3: Products and Services Segmentation 29 Supplier Power Conclussion 29
Industry Rivalry 30
Exhibit 4: Major Players 30
Industry Rivalry Conclusion 31
Determinants of Buyer Power 31
Buyer Power Conclusion 32
Porter’s Five Forces Conclusion 32
Competitor Analysis 33
Direct Competitors 33
Indirect Competition 36
Competitor Analysis Conclusion 38
Key Success Factors Location 38 Safety 39 Customer Retention 39 Diversity Offering 40
Key Success Factors Conclusion 41
External Analysis Conclusion 41
INTERNAL ANALYSIS
Introduction 43
Company Information 43
Co-founders Stephen Johnston II and Richard Heruska 39
Current Performance 40
AirHeads’ Customers 41
The Future 46
AirHeads’ Mission Statement 46
Performance Statement 46
Exhibit 5: Mission Statement Component 48
Business Strategy 49
Key Success Factors (Continued)
Location
Airheads Trampoline Arena
26th July 2012
Table of contents
Executive Summary 7
EXTERNAL ANALYSIS
Introduction 9
Family Entertainment Center Industry 9
Market Size 9
Sales Growth 10
Stages of Industry Life Cycle 11
Trend 12
Key Competitors 12
Pest Analysis 13
Exhibit 1: Factors of the PEST Analysis 14
Political and Legal Factors 14
Economic Factors 16
Socio-Cultural Factors 20
Technological Factors 21
PEST Analysis Conclusion 22
Porter’s Five Forces 24
Threat of New Entrants 24
Exhibit 2: Barriers to Entry Checklist 24
New Entrants Conclusion 26
Threat of Substitutes 26
Substitutes Conclusion 27
Determinants of Supplier Power 28 Exhibit 3: Products and Services Segmentation 29 Supplier Power Conclussion 29
Industry Rivalry 30
Exhibit 4: Major Players 30
Industry Rivalry Conclusion 31
Determinants of Buyer Power 31
Buyer Power Conclusion 32
Porter’s Five Forces Conclusion 32
Competitor Analysis 33
Direct Competitors 33
Indirect Competition 36
Competitor Analysis Conclusion 38
Key Success Factors Location 38 Safety 39 Customer Retention 39 Diversity Offering 40
Key Success Factors Conclusion 41
External Analysis Conclusion 41
INTERNAL ANALYSIS
Introduction 43
Company Information 43
Co-founders Stephen Johnston II and Richard Heruska 39
Current Performance 40
AirHeads’ Customers 41
The Future 46
AirHeads’ Mission Statement 46
Performance Statement 46
Exhibit 5: Mission Statement Component 48
Business Strategy 49
Key Success Factors (Continued)
Location
References: Business Know-How. (n.d.). Business ideas for small business and home business. Advice, start-up, marketing and management information and resources from Business Know-How. Retrieved July 26, 2012, from http://www.businessknowhow.com CARA Group in the Fitness and Entertainment Industry. The CARA Group. Retrieved July 22, 2012, from http://www.caracorp.com/documents/CARA_CS-DocumentingSOPR5.pdf Best, R Boing! Jump Center (2012b) Cameron, L. (2010). A GREAT (SAFE) LEAP FORWARD. Canadian Business, 83(2), 18.