PD 1 SWOT ANALYSIS DON JONSON LEISURE CENTER

Dear PD1 Students - please perform a SWOT analysis of Don Jonson Leisure Center. Categorize each factor and explain it in a short sentence.

If you don't know a word, please look it up in a dictionary. This assignment must be pasted in your notebook. Answer should be clearly written. Please use the concepts and terms we discussed in class as well as all information in the book.
Strengths, Weaknesses, Opportunities and Threats (SWOT).
Don Jonson Leisure Center has hired you to help them with their marketing decision making.
Perform a SWOT analysis on Don Jonson Leisure Center, based upon the following issues:

1.    The Center is located within a two-minute walk of the main bus station, and is a fifteen-minute ride away from the local railway station.
2.    There is a competition standard swimming pool; although it has no wave machines or whirlpool equipment as do competing local facilities.
3.    It is located next to one of the largest shopping centers in Britain.
4.    It is one of the oldest centers in the area and needs some cosmetic attention.
5.    Due to an increase in disposable income over the last six years, local residents have more money to spend on leisure activities.
6.    There has been a substantial decrease in the birth rate over the last ten years.
7.    In general people are living longer and there are more local residents aged over fifty-five now than ever before.
8.    After a heated argument with the manager of a competing leisure center, the leader of a respected local scuba club is looking for a new venue.
9.    The local authority is considering privatizing all local leisure centers by the year 2000.
10.                       Press releases have just been issued to confirm that Don Jonson Leisure Center is the first center in the area to be awarded quality assurance standard BS EN ISO 9002.
11.                       A private joke between staff states that if you want a day-off from work that you should order a curry from the Center’s canteen, which has never made a profit.
12.                       The Center has been offered the latest sporting craze.
13.                       Don Jonson Leisure Center has received a grant to fit special ramps and changing rooms to accommodate the local disabled.
14.                       It is widely acknowledged that Don Jonson Leisure has the best-trained and most respected staff of all of the centres in the locality.

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