Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Стратегическое управление человеческими ресурсами. Русско-английский учебник
.pdf
The demand for these services has increased especially in corporate
environment. Business leaders have noticed that they can increase the efficiency of staff, paying attention to their physical health. According to the
director of the center “Fit-Continent” Elena Kuramshina, socially active
young people also prefer the gym to going to nightclubs.
The need to provide fitness services is caused by the coincidence
of interests of the society and businessmen of the city. Fitness is not only
a socio-justifiable way of life in the city, but also an attractive sector in
terms of investment.
At present there are two segments of fitness services in Krasnoyarsk:
business-class clubs and fitness centers of economy class.
Business-class clubs are usually started from scratch, are located in
new buildings, require significant investments and are designed to provide
visitors or corporate orders. In Krasnoyarsk there are about fifteen such
clubs.
Health centers of economy class are typically based on the existing
therapeutic organizations and educational institutions. This group may
include small gyms.
Clubs and centers can be divided into three categories according to
the social type:
– women’s clubs with a typical range of services;
– men’s clubs with training equipment, devices for bodybuilding
and other “iron”;
– entertainment centers for families with children.
According to the opinions of representatives of this business, the
competition between the centers of economy class becomes sharper every
year. Currently, there exists the option of pure competition, at the same
oligopoly also takes place in the business segment. The main advantages of
the business segment are the qualification of masters and know-how in the
assortment.
Nowadays it is almost impossible to attract in the visitors (especially
ladies) to the gym by commonplace shaping-up exercises or aerobics.
Therefore some tricky names appear in the price list of many companies,
like pilates, kibo, belly dance, cycle; even club managers cannot explain
the meaning of these names. Local lovers of fitness clubs attracted not so
much by efficiency, as by being showy.
Serious size of investments, moodiness of customers, high competition are important conditions for the selection of business, and mistakes in
positioning can doom a company to fail. In this respect, the experience of
Tatiana Orlovskaya, the director of the center “Planet”, is instructive.
61
- . ,
. :
– ;
–
;
.
,
, . , . – , , .
3 .
, -,
. ,
, , ,
, .
.
- 80 . .
, –
. , ,
, .
.
1.
-?
2.
?
3.
-?
4. -
- ?
3. :
. ( ) , «», «»,
62
Tatiana’s center is positioned as a fitness club of economy class.
She opted for a family club, offering services for clients of all ages. The
support of the new business were:
– exclusiveness – it is the first club of this kind;
– its target audience is middle class as the most active group in the
social and economic terms;
– flexible system of discounts and guest cards.
At present a number of cosmetic, health and sports services, including special exercises for pregnant women are offered. In the coming
months a new playing-room for children of preschool age, a massage
room with water procedures for babies up to one year will be opened.
The plans are to build a pool, a running track, a solarium. The hostess
of the business plans to cover the expenses of the initial period during
a three-year term.
The customer who pays for fitness services, expects to receive
quality service at reasonable prices. Typically, he gets it because the
company sells club cards, certificates, subscriptions, related services. At
the same time not many people risk to start a business in this area.
Minimal investment for opening a fitness club in Krasnoyarsk is 80
thousand dollars and more. At the same time everybody understands that
a quality center is an integraed center. To become elite, it must have everything of be high class, including a cafe with a menu consisting of
healthy meals. However, there are very few such examples in the city.
Questions to the situation
1. What is the specificity in the formation and use of human
resources in the field of fitness services?
2. What external and intra-organizational factors influence human
resources management of a fitness center?
3. What determines loyalty to the company and high efficiency
of work of the staff of the fitness center?
4. What are the main directions of development of human
resources of the fitness center in a strategic perspective?
3. Construction market: prospects and opportunities
Description of the situation
The construction market in Krasnoyarsk passed the stage of consolidation (consolidation of players) and today it is represented by such major
companies as “Monolitholding”, “Krasnoyarskzilstroy”, “Maple yard”,
63
« », «», « »,
«», « » .
,
.
:
;
12–20 ;
;
«
»;
, -
;
.
«» 90- . .
«» : , , – (, , , ).
(- ). ( , ), , , , , . 90- .
.
. . 17-
«» «» 9–10- , 280 .
2
. , ,
, 10 . .
20 . 150 .
2
.
«», « », «»
600 .
120 .
2
5–7 .
2
, -
64
“Grazhdanpromstroy”, “Eastern Siberia”, “ArtStroyService”, “Association of builders of Krasnoyarsk” and others. There are enough smaller
players in this market serving their niche. At present the following segments have formed in the construction market:
– multi-storied residential complexes with well-developed infrastructure;
– elite houses for 12–20 families in the center of Krasnoyarsk;
– luxury villas and cottages in the suburbs;
– individual housing complexes with infrastructure on a turnkey basis;
– mass housing for the middle class (social projects of the city hall
in residential districts of Krasnoyarsk;
– office and trade complexes in Krasnoyarsk.
The company “Monolitholding” actively developed its activities in
the mid 90s of the last century. At this time the majority of construction
companies were on the way of reduction of costs. “Monolitholding” offered its own version: not just selling square meters but a habitat packed in
a smart box, way of life – a residential complex with infrastructure (parking lots, clubs, cafes, domestic services).
The second feature of the company was the creation of a complete cycle (vertically-integrated holding). The company had building capacities
(production of constructions, concrete node), construction and assembly departments, a park of equipment, real estate companies, architectural bureau,
operating companies. In the 90’s it was profitable because it was a too troublesome affair to find a contractor to perform the work. This enabled the
company to implement a number of large projects and become a market
leader. The company focused its efforts on the construction of residential
multistoried complexes. During its existence the company has put into operation ten 17-storeyed houses in residential districts “the North” and “Vzletka”
and twenty 9–10-storeyed buildings in various parts of the city, which is over
280 thousand square meters of dwelling space. And this is without taking
into account the number of objects of social significance including, for example, 10 houses for the village Kazachinskoye damaged by the fire.
Currently the company is building over 20 houses in the Soviet district and other parts of Krasnoyarsk, the total dwelling area is over 150 000
square meters. The sites in residential areas “Innokentevsky”, “Yastynskoe
field”, community of polars in the Soviet district are at the stage of design
and construction with a planned total dwelling area of more than 600 thousand square meters, which provides the powers of the company in putting
into operation not less than 120 thousand square meters of housing per year
over 5–7 years.
65
() , ,
. . .
. , –
.
«» .
«» -, . . . ( , – ).
.
, , ,
.
«»
. , , , ,
. . .
«» 1964
. «» 700 , .
1990-,
, . . .
«», , . ,
, ,
. .
, «»
66
The third feature is the use of aggressive (intrusive) advertising on
TV, outdoor media, in printed form. And it worked. Now this approach
malfunctions. The pressure on the customers produces the opposite effect. Moreover, the company is positioned only in the niche of residential complexes and in recent times even in the construction of offices and
shopping centers. Scattering the resources and “beating” the whole market is becoming ineffective.
Residential complexes of “Monolitholding” are seen as ant-houses
in the minds of the customers because they are too crowded. At the same
time the selection of neighbours was not always dove purposefully
(a number of apartments were bought by the municipality for various social groups, another number was given to the left-contractors as netting).
Recently the factor of the choice of neighbours is becoming increasingly
important in the housing market.
Taking into account these points, the company has faced the choice
of a new development strategy, though it is its fundamental desire to stay
in the market of construction and operation of housing, where it still
occupies a worthy position.
Krasnoyarsk construction company “Krasnoyarskzhilstroy” is desperately trying to find its place in the market. Years of experience, qualified staff and good reputation among clients interested in quality work are
the strengths of the company, but the problem of adaptation to the market
relations and effective search of customers has not been resolved. The
area of marketing is clearly far from perfect. It is high time for changes.
The company “Krasnoyarskzhilstroy” was established in 1964 and
was mostly engaged in reconstruction and renovation of buildings in the
city. During its best years 700 people worked in “Krasnoyarskzhilstroy”,
several dozens of sites were in the work at the same time.
In the early 1990s, like most construction company, “Krasnoyarskzhilstroy” lost the usual state orders. A significant number of staff left it
in the search of independence and a lot of money. In those years the relations of the director general of the company helped.
Nowadays, according to top managers, “Krasnoyarskzhilstroy” has
lost its ground. Many of the previous relations have been destroyed,
massive outflow of human resources affects the situation adversely,
the competition with competitors dumping desperately has increased
significantly, structure and technology customized for large-scale orders
hinder the rapid response to the market needs. The company failed
to fit into the distribution system of the municipal order. Having participated in municipal contests, the managers of
“Krasnoyarskzhilstroy”
67
. , ,
.
,
, «» .
(60 ) , . ,
. .
,
,
- ,
, .
1. -
? .
2. -
? ?
4. – -
« »
.
.
–
.
« » :
– ;
– ;
– ;
– ;
– ;
– ;
– , .
68
came to the conclusion that these attempts are almost completely vain.
Participation in industrial alliances, as well as advertising in the yellow
pages, have not brought tangible dividends.
As a result, despite the impressive growth of construction industry
in Krasnoyarsk, individual success of “Krasnoyarskzhilstroy” seems
to be noticeably more modest. There are significant human resources
(60 employees) and a large fleet of its own equipment but the company
has not worked with a full load for a long time. Highly qualified workers
are forced to search for temporary work, which has a bad effect on the
loyalty and leads to the drop of the authority of the leadership. It becomes increasingly difficult to collect the workers for appearing orders.
To solve this problem, the management of the company is planning
to hire sales managers, search for strategic partners among architectural
and design bureaus that require high quality of work in the first place,
upgrade the Web site dramatically.
Questions to the situation
1. Are human resources a fundamental asset for these companies?
Justify your answer.
2. What elements have the maximum value for these companies in
the structure of human resources? What is it connected with?
4. Personnel is a strategic resource for small business
development
Limited Liability Company “Russkiy les” is a Logging Enterprise that operates across the territory of Krasnoyarsk region. The
activity of the company is mostly seasonal.
The main goal of “Russkiy les” is the realization of profit by
satisfaction of customers’ needs for services in logging. The customers of the company are individual persons and corporate entities.
The range of products of “Russkiy les” contains:
– wood raw material;
– tree-length log;
– uncleft wood;
– cleft timber;
– merchantable assortment;
– plank log;
– log pieces, corded wood.
69
, , .
« » :
– ,
;
–
;
– ;
–
;
– , ;
– ;
– ;
– .
– ;
–
.
, ,
- .
, . 18,7 %, – 10,3 %. ,
, , 5–10 (28 %)
3–5 (22,7%), 3 33,3 % .
, ,
– 28 % ,
; 25 % – , ; –
23 %; 18 % – .
:
– ,
;
70
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]