Case Study Of Cyclomeet

Mit is providing extraordinary healthcare services which support the people’s fitness as well
as their performance. The advantages of cyclomeet are that it is attractive and focus oriented
sport especially for crazy youth situated in Gurgaon.

Gurgaon is known as Gurugram located in Indian state of Haryana. It is situated near the
Delhi-Haryana border. Delhi is capital of India and due to this Gurgaon has a big market
filled with lot of opportunities. The population of Gurgaon is 8,76,900. Gurgaon has become
a leading financial and industrial hub with the third highest per capita income in India. It has
more than 250 local offices of Fortune 500 companies.

After studying the case of Cyclomeet, I would like to advice him not to scale up his business
to Delhi or Noida up to certain time period as he is unable to fulfil the demand in Gurgaon
only. That’s why Mit has to solve certain issues.

Problem 1: Not sufficient resources to fulfil the demand.

Solution: As has been seen in case there are more than 1000 of applications are pending and
Mit is able to fulfil the demand of only 150 peoples. The solution of this problem is to start
different branches in Gurugaon only. He may launch the branches in Gurgaon across different
geographical zones i.e. North,East,West,South and middle.

With addition to this Mit can start 2 batches all around the Gurgaon branches with the size of
150 people in each batch. By doing this he can able to conduct 10 batches with volume of
1500 cyclist which fulfil the current demand of people.

Problem 2: Congested traffic area

Solution: As there are traffic problems have been observed in Gurgaon; We should move
towards some other options like cycling in Public Park, which allow people for cycling.
There are some major public parks. i.e. Leisure Valley Park (sector 29),Tau Devilal
Park(sector 23) ,Netaji Subhash Chandra Bose Park (sector 14),etc.

Problem 3: Small size of business structure

Solution: As there would be possible for Mit to open branches as per geographical area: Mit
should adopt Divisional structure instead of simple structure. In the present time he is the
only manager of his business but after adopting this divisional structure;Mit should appoint
his few friends as a coach who achieved 100% success in their goal at different 5 branches as
we mention before. Mit should work as a Vulture means he should overlook all the activities
so that the purpose of his organization would not be changed.

Marketing

As we want to increase our customer volume by 200% we have to apply some marketing
efforts to acquire valuable customer.
  As we are ready to cycling at park we can connect two terms: Nature and Fitness.
We will also create campaign i.e.
LETS COME CLOSE TO THE NATURE WITH YOUR CYCLE or
WHEN IN DOUBT, PEDAL IT OUT.
 They all are using social media so by doing Digital marketing, we can penetrate to
the last consumer. We can also organize various fitness awareness programs on social
media community.
 We can also provide Free Health Checkups who have 1 year subscription which will
added value as well as dropout rate will be decrease.
 We can also organise Cyclothon to intensify our brand recall value of organization.

My Advice

As we seen market is unsaturated in Gurgaon and we are not able to cover Gurgaon market
either. So expansion to different city is not good approach. Although we have simple business
structure and not so profitable and according to me,

Expansion without Sufficient profit will be Disaster.

There is not appropriate business to meet whole demand so Mit has to work on its business
structure.

Future

After certain years when we are covering whole market in Gurgaon or markets will be
saturated, we can proceed expansion of our organization to different cities. Then we will have
structural organization and also we will be profitable. By these two things we can fulfil our
purpose.

Bottom Line

According to Mit, with proper structure of organization and intention of sufficient profit will
lead the organization away from its purpose but it is myth and it has to be change. Brands we
see like MacDonald’s, Dominoes, Nike, etc are expand their business without compromising
their purpose with meaningful organizational reforms.

So Mit has to understand that expansion or meaningful profitability doesn’t weaken his brand
value or purpose but not applying structural changes in organization will definitely harm
them.

Conclusion

So as we see Mit will work on expansion but only in Gurgaon first and fulfil demand
providing sufficient resources, solving congested traffic problems while cycling by utilising
public park and most important doing massive reforms in current business structure.