Airheads Business Analysis

Topics: Arcade game, Marketing, Trampoline Pages: 128 (34227 words) Published: January 30, 2013
Strategic Analysis Project
Airheads Trampoline Arena

26th July 2012

Table of contents

Executive Summary7

Family Entertainment Center Industry9
Market Size9
Sales Growth10
Stages of Industry Life Cycle11
Key Competitors12
Pest Analysis13
Exhibit 1: Factors of the PEST Analysis14
Political and Legal Factors14
Economic Factors16
Socio-Cultural Factors20
Technological Factors21
PEST Analysis Conclusion22
Porter’s Five Forces24
Threat of New Entrants24
Exhibit 2: Barriers to Entry Checklist24
New Entrants Conclusion26
Threat of Substitutes26
Substitutes Conclusion27
Determinants of Supplier Power28
Exhibit 3: Products and Services Segmentation29
Supplier Power Conclussion29
Industry Rivalry30
Exhibit 4: Major Players30
Industry Rivalry Conclusion31
Determinants of Buyer Power31
Buyer Power Conclusion32
Porter’s Five Forces Conclusion32
Competitor Analysis 33 Direct Competitors33
Indirect Competition36
Competitor Analysis Conclusion38
Key Success Factors
Customer Retention39
Diversity Offering40
Key Success Factors Conclusion41
External Analysis Conclusion41
Company Information43
Co-founders Stephen Johnston II and Richard Heruska 39
Current Performance40
AirHeads’ Customers41
The Future46
AirHeads’ Mission Statement46
Performance Statement46
Exhibit 5: Mission Statement Component48
Business Strategy49
Key Success Factors (Continued)
Customer Retention52
Diversity Offering53
Financial Statement Analysis54
Exhibit 6: Profitability ratios: 2010 and 201155
Exhibit 7: Industry Comparison of Net Profit Margin ratios57 Exhibit 8: Industry Comparison of Return on Asset ratios57 Liquidity58
Exhibit 9: Profitability ratios: 2010 and 201158
Exhibit 10: Industry Comparison59
Exhibit 11: Efficiency Ratios: 2010and 201160
Exhibit 12: Industry Comparison of Total Assets Turnover Ratios 60 Working Capital61
Exhibit 13: Leverage ratios: 2010 and 201162
Vertical Analysis62
Income Statement63
Balance Sheet64
Financial Statement Analysis Conclusion64
Physical (Assets)65
Exhibit 14: Physical Resources 68
Exhibit 15: Mystery Shopper Result71
Exhibit 16: Organizational Resources72
Exhibit 17: Human Resources72
VRIO Conclusion73
Internal Analysis Conclusion74 Situation Analysis75 Exhibit 18: SWOT Analysis for AirHeads76
TOWS Matrix77
Exhibit 19: TOWS Matrix for AirHeads78


Recommendation #1
Customer Loyalty Program79
Implementation 80
Exhibit 20: Summary of Initial Tiers:81
Software Integration and Training81
“Frequent Flyer” Cost82
Exhibit 21: Customer Loyalty Cost Covered82
Demo, Report and Additional Information82
Centereged Contact information and Long-term Strategy 83 Embed Contact Information83
Exhibit 22: “Frequent Flyer” Implementation Timeline 84 Recommendation #2
“Early Flight” Promotion84
Financial Justification86
Exhibit 23: Breakeven analysis & Timeline 87...
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