1.	Organisational Mission

1.1.	Vision Statement

1.2.	Mission Statement

1.3.	Values Statement

2.	External Analysis

2.1.	Macro environment Analysis

2.1.1.

Regulatory macro environment

2.1.2.

Economic trends and issues

2.1.3.

Socio-cultural trends and issues

2.1.4.

Technological trend and issues

2.1.5.

Regional trend and issues

2.2.	Industry analysis

2.2.1.

Size and Growth

2.2.2.

Structure

2.2.3.

Distribution Channels

2.2.4.

Costs

2.2.5.

Trends

2.2.6.

Key success factors

2.3.	Customer analysis

2.3.1.

Market segmentation

2.3.2.

Customer need analysis

2.3.3.

Customer Groups Analysis

2.4.	Competitor Analysis

2.4.1.

List of major competitors and potential competitors

2.4.2.

Identification and analysis of strategic groups

2.4.3.

Major competitors

2.5.	Analysis of opportunities and threats

2.5.1

SWOT Analysis

3.	Internal Analysis

3.1.	Internal Analysis

3.1.1.

Marketing skills and resources

3.1.2.

Finance and accounting skills and resources

3.1.3.

Production/operations/technical skills and resources

3.1.4.

Personnel/ human resources management skills and resources

3.1.5.

Organisation and general management skills and resources

3.1.6.

Organisational structure

3.1.7.

Profitability and growth

3.1.8.

Assets

3.1.9.

Value-chain analysis

3.2.	Formulation of Strategic objectives

3.2.1.

Identification of key results areas

3.2.2.

Establishment of strategic objectives and priorities

3.3.	Development of strategies to achieve objectives

3.3.1.

Selection and justification of strategies

3.3.2.

Key targets to be reached

3.3.3.

Persons responsible

3.3.4.

Major risks and countermeasures

3.3.5.

Cost and benefits projections

3.4.	Implementation Issues

3.4.1.

Structural Implications

3.4.2.

Staff/Skills implications

3.4.3.

Resource Implications

3.5.	Strategic controls

3.5.1.

Reporting requirements

3.5.2.

Information to be collected

3.5.3.

Review process and period

"2.3.2 Customer need analysis
Customer needs analysis technique is used to identify those customers of the enterprise whose satisfaction is critical and to determine what will produce that satisfaction for them. It is a way of communicating directly with customers of the enterprise to understand their viewpoint, eliminating misinterpretation and misunderstanding.
Purpose

The purpose of customer needs analysis is to identify the customers whose satisfaction is critical to the success of the enterprise and to determine their needs and what will produce satisfaction for them. This information is used in assessing the performance of the enterprise’s value stream(s).
Benefits

The benefit of using the customer needs analysis technique is that it provides a systematic method for collecting, distilling and prioritizing customer needs. It defines what will most satisfy the value stream customer by communicating directly with the customer. As the customers express their needs directly, there is no misunderstanding or misinterpretation of the customer’s viewpoint.
I would have Maslow pyramid of human needs in this section, because it is very important to know which level of the pyramid we reach with our fitness services.

So as you can see our fitness services are in level 3 and 4. So it shows us how important is fitness and wellness centre for men kind.
Customer needs Very Important Important Average Not very important Not important
Services
Aerobic X
Cardio zone X
Weights X
Spa X
Sauna X
Physioterapist X
Children training program X
Massage X
Supplement shop X
Caffe shop X
Resting area X
Pool X"

Práce obsahuje velké množství tabulek, grafů a schémat. Čistý text tvoří cca 13,5 strany. Částečně čerpá z: http://en.wikipedia.org/wiki/Competitor_analysis, http://en.wikipedia.org/wiki/Pole_dance, http://driverd.blogspot.com/2008/02/interesting-ways-to-exercise.html, http://www.gantthead.com/process/popup.cfm?ID=23404.http://www.forbes.com/2006/
01/17/cx_sy_0118featslide_2.html?thisSpeed=35000, http://www.on-the-strip.blogspot.com/2008/03/pole-lap-strip-tease-dancing.html.