Project Management Group F201

STAKEHOLDER
ANALYSIS
THE GYM GROUP PLC
 Project Overview
 Project involves launching a new site for
The Gym Group PLC
 Located around Oxford Road,
Manchester
 One of the fastest growing companies in
the UK
Sunday Times Fast Track 100 (2012), #13
 15th best small UK Company to work for
Sunday Times Best Small Companies (2013)

http://www.thegymgroup.com/about-us/the-gyms-history/
Stakeholder Analysis Models
High Keep Manage
Interest Informed Closely

Low Monitor Keep

Interest Satisfied

Low High
Power Power

Power Interest Model Power, Legitimacy &

Urgency Model
Mitchell, R. K., B. R. Agle, and D.J. Wood. (1997). "Toward a Theory of
Stakeholder Identification and Salience: Defining the Principle of Who and What
http://www.mindtools.com/stress/pp/StakeholderManagement.htm really Counts." in: Academy of Management Review 22(4): 853 - 888.
The Gym Group PLC

External Stakeholders
The Gym Group PLC

Customers
External Stakeholders
Customers

 Local Residents of neighbouring areas

 City Centre
 Ardwick
 Longsight
 Hulme
 Fallowfield
 Salford
 Student population included
 Large student population in the area, 2 University Campus’
locally
 Oxford Road location opens up bus/rail/cycle links
External Stakeholders
Customers

 Represent a high interest in the project, but low

power
 Hence, it’s correct to keep this stakeholder informed
on the progression and development of the project
 Communication vital to keep customer informed.
Update them of all major progress as and when it
happens
 Confirmed opening dates
 Gym membership prices (if not included in existing multi-
gym memberships)
 Equipment information.
External Stakeholders
Customers

 Dependent stakeholder
High legitimacy, some urgency, no power.
E.g. Customers awaiting the opening so they
can begin training at the site.
 Stakeholder is directly influenced by the
outcome of the project.
The Gym Group PLC

Local Businesses
External Stakeholders
Local Businesses

 Local businesses, irrespective of

business size
 Corporate membership prices/packages
 Boost to local economy and customer
traffic
External Stakeholders
Local Businesses

 Again, local businesses will show a high

interest in the project, but will have low
power
 Keeping businesses informed via suitable
communication methods
 E-mails, newsletters etc.
 Regular correspondence required
 Take on board feedback as not doing so can
have a detrimental effect on the project.
External Stakeholders
Local Businesses

 Discretionary Stakeholder
High legitimacy, no power or urgency
 Build up their participation in the project
Build momentum – explain benefits and
potential
 Indirectly influenced by the project
The Gym Group PLC

Internal Stakeholders
The Gym Group PLC

Shareholders
Internal Stakeholders
Shareholders

 Shareholders have a large financial impact

on the outcome of the project.
 They require comprehensive information
about the project, communicated via the
Annual General Meeting, or through
Shareholder correspondence (letter/e-mail
etc.)
 Not all shareholders may support the project
 Manage these individually
Internal Stakeholders
Shareholders

 Low interest in the project, but with a

high degree of power
Taking into consideration other expansion
projects across The Gym Group PLC
 Ensure that shareholders are satisfied
with the project.

http://www.thegymgroup.com/find-a-gym/
Internal Stakeholders
Shareholders

 Dominant Stakeholder
 High power and legitimacy, but no urgency
 Keep shareholders informed in important decisions
and issues through suitable communications
methods
 Respond to shareholders if queries are raised and
feedback given.
 Directly influenced in the outcome of the project
 Share price increase/decrease depending on the
outcome

http://www.thegymgroup.com/find-a-gym/
The Gym Group PLC

Employees
Internal Stakeholders
Employees

 Employees represent a high emotional interest

in the project outcome
 Employees depend on the project being successful
 Motivated to ensure it’s a success
 Job satisfaction
 Promotion
 Bonuses
 Employees have an operational influence on
the project during and after completion
Internal Stakeholders
Employees

 Employees represent a high interest in the project,

with a high degree of power
 Lack of employees means possible delays in project
completion
 Employees need to me managed closely within the
project and by the company
 Training requirements
 Start dates confirmed
 Timely, regular and efficient communication
 Shift patterns built in to ensure cover for peak times
 Employees need to be satisfied with all the above prior to
the project completion

http://www.thegymgroup.com/find-a-gym/
Internal Stakeholders
Employees

 Dependent Stakeholder
 High legitimacy, and urgency, but no power over the
project
 Any information and issues regarding the project will
need to be updated to employees on a high-priority basis.
 Employees needs to be kept involved and managed,
responding to queries and feedback when required.
 Employees operationally involved in the project
both during and after completion
 Exert a varying degree of control over the success of the
project

http://www.thegymgroup.com/find-a-gym/