sKARNAVATI UNIVERSITY

UNITED WORLD SCHOOL OF LAW

BUSINESS ENVIRONMENT

RESEARCH PROJECT ON KEVALRINI FITNESS GYM

Submitted To: Prof. Nityanand Jha

Submitted By:

 Ansh Porwal (202304010003)

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 TABLE OF CONTENT

1. Acknowledgement
2. Introduction
3. Business Environment Analysis
 Micro Analysis
 PESTLE Analysis

4. ETOP Analysis
5. Conclusion
6. Bibliography

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 ACKNOWLEDGEMENT
Completing this project would not have been possible without the support and guidance of a lot
of individuals. We would like to extend our sincere thanks to all of them. We are highly indebted
to Mr. Nitya Anand Jha for his guidance and supervision. This research would not have been
possible without the support of the owners of Keval-Rini Fitness, Mr. and Mrs. Khambholja who
spared his precious time and helped us understand the mechanism of the business and its impact.
We would like to express our gratitude towards our parents & our friends for their kind
cooperation and encouragement which helped us a lot in completing this project. Our sincere
thanks and appreciation go out to Karnavati University.

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 INTRODUCTION
Company Overview of Keval Rini Fitness: Empowering Health and Wellness in
Gandhinagar

In the ever-evolving landscape of health and fitness, Keval Rini Fitness stands as a beacon of
hope and a testament to the power of personal transformation. Located in the heart of
Gandhinagar, Keval Rini Fitness is not just a gym but a wellness destination that has been
passionately committed to fostering a culture of health, fitness, and holistic well-being. Our
mission and vision revolve around the belief that every individual has the potential to lead a
healthy and fulfilling life, and we are dedicated to empowering them to achieve their health and
fitness goals.

Mission

Our mission at Keval Rini Fitness is clear and resolute: to inspire, guide, and support the
residents of Gandhinagar on their journey to a healthier, happier, and more active life. We aim to
be the catalyst for positive change in the lives of our members, and we do this by providing a
world-class fitness facility, expert guidance, and a supportive community. Our mission is a
testament to our unwavering commitment to making Gandhinagar a healthier and fitter place.

Vision

Their vision is to create a fitness ecosystem where everyone, regardless of age, background, or
fitness level, feels welcome and empowered to prioritize their health and wellness. They aspire to
be the leading fitness destination in Gandhinagar and set the standard for excellence in the
industry. They aspire to build a tight-knit fitness community in Gandhinagar, where members
encourage and motivate each other, making the journey to better health enjoyable. Keval Rini
Fitness offers a wide range of services and amenities that align with our mission and vision,
making us a well-rounded destination for health and fitness enthusiasts in Gandhinagar.

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MICRO ANALYSIS

Micro Factors Affecting the Business Environment of Keval Rini Fitness Gym

Micro factors are the factors in a company's immediate environment that affect its capabilities to
operate effectively. These factors can be both internal and external to the company. Micro
Business Environment refers to all those external factors that are in the immediate surroundings
of a business organization. It consists of sellers, resellers, intermediaries, competitors,
consumers, and the public. The microbusiness environment affects the day-to- day operational
decisions of an organization.

Some of the micro factors that affect Keval Rini Fitness Gym include:

Customers

Keval Rini Fitness Gym's customers are primarily people who live and work in Gandhinagar.
They are typically interested in improving their health and fitness, and they are looking for a
gym that is convenient, affordable, and offers a variety of amenities and fitness classes. The
customers of the gym are many and are loyal to the brand. The gym is well known in
Gandhinagar and as said by the owner the number of customers is growing day by day. Also the
development in Gandhinagar leads to increasing the population which is helping business grow.

Suppliers

Keval Rini Fitness Gym's suppliers include companies that provide fitness equipment, fitness
apparel and accessories, and nutrition supplements. All the fitness equipment and apparel are
bought from Aerofit bodycare fitness. They get protein shakes and supplements from Herbal life
which provides them with a long-term discount costing for cheap and helping the company. The
gym also works with suppliers that provide services such as cleaning and maintenance. For the
fitness center sanitation and hygiene are a huge priority and they have tied up with Kamlesh
sanitary agency for maids and cleaners. Keval Rini Fitness Gym's suppliers are important to the
success of the business. They provide the gym with the equipment and supplies it needs to
operate, and they help to ensure that the gym is clean and well-maintained.

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Intermediaries

Keval Rini Fitness Gym's intermediaries include companies that help the gym to market and sell
its services. These companies may include advertising agencies, public relations firms, and
search engine optimization (SEO) companies. The gym has a collaboration with influencer such
as Shivang Joshi and Manisha Sharma for the promotion of the brand. Keval Rini fitness gym
has Cityshor corporation which manages their social media account on Instagram, facebook and
google. Keval Rini Fitness Gym's intermediaries are important to the success of the business.
They help the gym to reach potential customers and to generate leads.

Publics

Keval Rini Fitness Gym's public includes the following groups such as Local community, media,
and government. Keval Rini Fitness Gym is a member of the local community, and it is
important to the gym to maintain a good relationship with its neighbors and customers. It is in
Infocity, Gandhinagar which leads to the impact created by the publicity by the residents. Keval
Rini Fitness Gym's publics can have a significant impact on the success of the business. It is
important for the gym to manage its relationships with these groups carefully.

Competitors

Keval Rini Fitness Gym's competitors include other gyms in Gandhinagar such as gym lounge,
muscle freak gym, and prime family fitness center. There are few yoga centers that are also
highly popular which are Swatva yoga studio and Art of Living Gandhinagar center that intensify
competition for Keval Rini Fitness gym. The gym also faces competition from fitness studios,
personal trainers, and online fitness programs. However, Keval Rini Fitness Gym differentiates
itself from its competitors by offering a unique value proposition.

Employees

Keval Rini Fitness Gym's employees are its most important asset. They are responsible for
providing customers with a positive experience and for helping them to achieve their fitness
goals. There are 10-15 well-trained and certified trainers at the gym as well as 2 managers at
both outlets. One of the employees named Harshil Sheth said the working environment is

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friendly and he can maintain the work life balance. Keval Rini Fitness Gym invests in its
employees by providing them with training and development opportunities. The gym creates a
positive work environment where employees feel valued and appreciated.

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 PESTEL ANALYSIS

This is an in-depth PESTEL analysis of the fitness (gym) industry. The fitness industry is
growing very fast in many countries around the world. It is evolving from a niche to a
mainstream industry, and many players have entered it with long-term plans and strategies. As a
result, there are many challenges for all those involved in this ecosystem. However, the
challenges also present tremendous opportunities for those willing to seize them.

 Political factors
In large economies, the fitness sector is highly developed. There are thousands of health and
fitness clubs in nations like the USA, UK, and Germany. Additionally, the greatest number of
people are members of fitness clubs in these countries. However, the fitness industry is still in its
infancy in some countries, especially the poor and developing ones.

Before any establishment opens for business, the business needs to be registered with the local
government, and the same follows for gyms and fitness centers as well. Furthermore, a gym or
fitness business also requires a Shop & Establishment License as well as a Trade License in
order to commence activities. This clearance must be got from the local police department in
your area. While the license can be obtained by reaching out to the police department in person,
Keval Rini fitness gym obtained it online which made the process easier and speedy.
The paying of Service Tax, as mandated by the government, is a must. Keval Rini Fitness gym
has a turnover of nine lakhs, and they pay tax as well as luxury tax as the business premises has

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air conditioners. This is one of the major factors influencing the fitness industry's growth in the
market.

 Economic factors
Economic environment is an important element of this PESTEL analysis of the fitness (gym)
industry. This industry is growing at a significant rate, though it went through difficulties due to
global lockdowns in the last few years. The COVID-19 pandemic had a significant impact on the
fitness industry, as many gyms were forced to close their doors for extended periods of time.
Keval Rini Fitness Gym was no exception, and the company experienced a decline in
membership and revenue.

However, Keval Rini Fitness Gym was able to recover from the recession by taking the
following steps:

Pivoting to online fitness classes: When the pandemic forced gyms to close their doors, Keval
Rini Fitness Gym pivoted to offering online fitness classes. This allowed the company to
continue to serve its members and generate revenue, even when its physical gyms were closed.

Offering affordable membership options: Keval Rini Fitness Gym also offered more affordable
membership options to attract new members and retain existing members. The company also
offered discounts to students, seniors, and military personnel.

Investing in new technology: Keval Rini Fitness Gym invested in new technology to improve the
customer experience. For example, the company installed self-service kiosks at its gyms so that
members could check in and out without having to interact with staff.

Partnering with local businesses: Keval Rini Fitness Gym partnered with local businesses to
offer discounts and promotions to its members. This helped to attract new members and increase
member engagement.

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  Social factors
The population is aging in Gandhinagar and increasing day by day. This is an important social
factor that has led to the demand for health and fitness services among the older population.
As people lead a more health-conscious lifestyle, they are also more aware of the common
lifestyle challenges. Particularly, the awareness among the youth regarding health and fitness is
increasing rapidly. This has led to an increase in the demand for fitness services among them.
The lifestyle of the youth is going through constant changes. With the rise of social media and
internet penetration, they are now more health conscious which has helped the business to grow
rapidly.

 Technological factors
Another important component of this PESTEL study of the fitness center is the technological
environment. Keval Rini fitness center offers member-only apps that facilitate
communication with the brand. Millions of videos on YouTube by the trainers of Keval Rini
Fitness center educate viewers on the value of leading a healthy lifestyle, which can be
attained by engaging in regular physical activity. The need for fitness equipment has
increased as a result of the rising popularity of health and fitness apps. They are using virtual
training and coaching tools. They are now encouraging members to join online health and
fitness sessions from the comfort of their home.

 Environmental factors
Fitness clubs consume a lot of electricity and water which can impact on the environment.
Therefore, many of them are now trying to be eco-friendly. Keval Rini Fitness gym is
increasingly adopting environmentally sustainable practices, such as reducing waste, using
renewable energy, limiting energy consumption, and adopting carbon offsetting programs.
As well as adopting sustainable practices to mitigate rising environmental externalities, such
as using energy-efficient lighting and HVAC systems, installing water-saving fixtures, and
implementing waste reduction and recycling programs.

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  Legal factors

The legal environment is the last element to be considered in this PESTEL analysis. The fitness
industry is subject to various legal factors that impact its operations, growth, and development.
Health and safety regulations impact the fitness industry. They must comply with laws and
regulations related to workplace safety, equipment safety, and consumer safety. The Ministry of
Health & Family Welfare has implemented regulations to ensure that gyms and fitness centers
meet certain safety standards, which help in boosting consumer confidence and increase demand
for these services. They provide safe working conditions for employees and ensure that their
equipment is regularly maintained and inspected for safety. Besides that, labor laws impact the
fitness industry. They comply with laws and regulations related to employee hiring,
compensation, benefits, and termination. Fitness businesses may need to protect their intellectual
property, including trademarks, copyrights, and patents. As they typically play music, they have
obtained a Music Licensing Public Performance License Phonographic Performance Ltd (PPL)
to ensure that there is no copyright infringement.

ENVIRONMENTAL THREATS AND OPPORTUNITIES PROFILE (ETOP)

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S No Environment Sector Nature of Impact Impact of Each Sector
1 Economic ↑ Rising disposable
incomes and growing
health consciousness
among people are
driving demand for
fitness gym
memberships. The
upper middle class is
particularly interested
in fitness because
they have more
disposable income. It
is anticipated that this
demand will persist,
supporting the fitness
market's expansion.

2 Political ↑ Government
initiatives to promote
fitness and healthy
lifestyles are creating
new opportunities for
the gym which is
helping them to grow.
3 Legal → Government
regulations on fitness
gyms are generally
neutral, but the
company needs to
stay up to date on all
applicable regulations
and ensure that it is in
compliance.
4 Social ↑ Consumers are
increasingly looking
for fitness programs
and services that

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 meet their specific
needs and interests.
Changing consumer
preferences and
increasing health
consciousness are
driving demand for
new fitness programs
and services.
5 Technological ↑ The digital
technology has made
fitness more
accessible to
consumers. The rise
of online fitness
classes and virtual
personal training has
made fitness more
convenient and
affordable, with
consumers accessing
fitness services from
the comfort of their
homes. Social media
has also helped them
gain popularity.
6 Environment ↑ Consumers are
increasingly looking
for businesses that
are committed to
sustainability. Fitness
gyms can reduce their
environmental impact
by using energy-
efficient equipment,
recycling, and
composting. The
importance of
sustainability is
helping gym to
promote sustainable
practices to their
members.

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CONCLUSION

In the conclusion of the Business Environment Analysis of Keval Rini Fitness Gym, it can be
observed from the information provided above is one of the popular gyms in town. The business
environment for Keval Rini Fitness Gym is generally positive. The fitness industry is growing
rapidly, and there is a strong demand for gym memberships. The company is well-positioned to
capitalize on this trend, with its convenient locations, affordable pricing, and wide range of
fitness classes and equipment.

However, there are also some challenges that Keval Rini Fitness Gym faces. The competition in
the fitness industry is fierce, and there are many other gyms in the area. Additionally, the
company needs to find ways to attract and retain members over the long term.

To succeed in the future, Keval Rini Fitness Gym needs to focus on the following:

 Differentiation: The company needs to find ways to differentiate itself from other gyms
in the area. This could be done by offering unique fitness classes or equipment, or by
providing a more personalized experience for members.

 Marketing: The company needs to invest in marketing and advertising to reach potential
members and raise awareness of its brand.

 Customer service: The company needs to provide excellent customer service to keep
members coming back. This includes being friendly and helpful, and resolving any
problems quickly and efficiently.

Overall, the business environment for Keval Rini Fitness Gym is positive. The company has the
potential to be successful, but it needs to focus on differentiation, marketing, and customer
service to succeed in the long term. By understanding and managing these threats and challenges,
Keval Rini Fitness Gym can position itself for success in the long term.

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EVIDENCE

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 BIBLIOGRAPHY
Articles and Websites Referred:

 https://www.hul.co.in/
 https://www.mindtools.com/amtbj63/swot-analysis
 https://corporatefinanceinstitute.com/resources/management/pestel-analysis/
 https://www.linkedin.com/pulse/fitnessgym-industry-what-does-current-future-external-
max-pattinaja

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