The Company has nearly 50,000 club members with 22 mid sized health and fitness clubs across England on a whole all over U.K . The crown company is well known for their health services like gymnasiums, swimming pools and their environment areas crown sports plc was formed with the merging of the golf club holdings a famous golf course operating company in U.K with assets of eight golf courses at the time of acquisition. The other strategic business entities include sports based publishing, horse racing and sporting information, land and property investment. The main strategic business unit is the health clubs, as the company has much presence in the health club market. Crown has diversified in various business entities as the company performance registered a considerable growth in the initial phase of the new millennium. The crown sports company has a large number of members around the U.K. to enhance the customer experience they have entered into a new market avenue by exploiting the market share of the local players who already existed in that region. In the golf industry, according to the then the MARTIN KNIGHT the Deputy Chairman of Crown Sports PLC growth potential for crown sports very good because there are a large number of courses that are not fulfilling their potential. The deputy backed the management skills, operational skills and understanding of the company fulfill customer requirements and propel will give the ability to acquire courses and manage them better.
Resources and capabilities
As we say services, it is performances and is frequently produced by humans and
no two services will be precisely alike. The employees delivering the service frequently
are the service in the customer's eyes, and people may differ in their performance from
day to day or even hour to hour. The consumer is a part of the production process so the
delivery system must go to the market or the customer must come to the delivery system.
The concept of bringing customer to the product started working well as it has registered
profits in 1999 and 2000. Analysts predicted there is huge potential for Crown to drive
revenues by selling products to its members. The company superiors planned to expand
the business to other sports related entities as a dynamic expansion strategy. It was
revealed in the company chairman's words as "We think that there is a significant amount
of consolidation likely to happen in the sports asset industry in the United Kingdom and
that is where we are going to concentrate our activities over the next two years". Initially
the company started thinking that it should not confine to a specific sport utility supplier
and measured the options of diverging into new avenues and started working to that path.
The basic idea behind this move is to expand their span of market and to increase the
potential market base by merging with a company which has good customer base and was
in healthy condition to takeover and to move with the crown sports .
crown sports initiatives succeeded in acquiring the Dragon health club plc in last
month of December 2000.The dragon's health club equally big as crown sports and has
an admirable number of customer.
The company performance can be actively studied with the help of the porter's generic
strategies. Porter's theory specified that the company with different entities should have
freedom in their