The purpose of this individual study is to create strategic plan of River Fitness located on Charoennakorn road. The fitness has been operated almost three years since the end of 2016. It provides full-services fitness including fitness equipment, exercise classes and personal trainer services. Since its past performance was not satisfied, this individual study is created to clarify the root causes of the business in order to set strategic plan of River Fitness to solve the problems. Moreover, this individual study also provides internal and external factor analysis related to fitness business in term of industry outlook, customers and competitors. According to the study, River Fitness currently faces with intense competition in the market as there are new fitness centers opened in the same area. In addition, River Fitness also confronts the internal-process problems. As result, the business has unsatisfied performance. In summary, River Fitness is recommended to transform its services to be more specialized instead. By doing as recommended, River Fitness will be different from competitors and can operate continuously by improving its service and internal process.
