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Assessing Viability of Introducing a Fitness Provider to a New Country Using the SOSTAC Framework

Task one (Student one)

This is a group based assignment that requires you work in a group of three to deliver a 20-minute presentation. Time allocation is 18 minutes for delivery of the presentation and 2 minutes to answer panel questions on your content.

Select one of the companies, below.

Coffee/ Snack Retailers

Gym/ Fitness Providers

Coffee Republic Virgin Active
Costa Fitness First
Pret a Manger The Gym Group

Assess the viability of introducing the chosen company to a different country, outside of the UK, where they do not currently operate, using the SOSTAC framework. Each element of SOSTAC should be applied separately, but a holistic overview needs to also be used so that each element is integrated within the company’s planned strategy. Each of you will lead on one of the three tasks, below

Present the following SOSTAC elements:

Situational analysis based on the macro environment of your chosen country


Present the following SOSTAC elements:


Tactics- focussing on Place, Price, Product/ service and Promotion, incorporating one or more of the following approaches

  • Standardisation
  • Adaptation
  • Glocal

Present the following SOSTAC elements:

  • Action
  • Control

Finally; you will conclude the presentation by justifying why the country represents a viable target for this project. (80 marks)

Individual task completion: Content, structure and presentation style. (20 marks)

Group: Team dynamics, quality of content, and visuals

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