The present analysis was originally meant to give a general overview about the services offered, the target group and overall consumer satisfaction of all fitness clubs in Stralsund. Due to a lack of willingness to cooperate, the paper only concentrates on the fitness club ´Dynamic´ in Stralsund. It was opened in 1995 and its offers include inter alia a wide range of sports equipment, a sauna area as well as courses like back therapy training, step aerobics and WingTsun.
The results reveal insightful information that should be used for the future marketing strategy of the fitness club. For example the main motivation for choosing the club is not its price or the offered services but its location at Heinrich-Heine-Ring. Promotional activities should therefore focus on those aspects. Furthermore it became clear that especially the level of hygiene is of great importance to the interviewed sportspersons and that the presented neatness meets customers’ expectations to a great extend. However, negative points mentioned were too high monthly membership fees. Since a major percentage of the responders earns less than 2000€ per month, this hint should be taken into consideration.
The overall picture acknowledges the fact that the cost-benefit-ratio meets with the customers’ approval. For the Dynamic’s marketing strategy to stay successful, a detailed analysis of the club’s members as well as their expectation should be conducted. Therefore it is of importance to compare the desired target group with the actual members and tailor the Dynamic’s marketing strategy to the results.
The group members, Laura Herrmann und Mareike Demann, want to thank the Dynamic for the collaboration and wish a lot of success in the future.
I. Table of Content
II. List of Figures
III. Executive Summary
1. Introduction
1.1. Scope
1.2. Aims and Questions
1.3. Limitations
2. Preparation
2.1. Explanation of Research Design
2.2. Construction of the Questionnaire
2.3. Pre-Test
3. Research and Results
3.1. Survey Implementation
3.2. Univariate Results
3.2.1. Joining Year
3.2.2. Main Motivation
3.2.3. Choice of Fitness Studio
3.2.4. Training Area
3.2.5. Support of Customers
3.2.6. Importance of Hygiene
3.2.7. Additional Information
3.2.8. Cost-Benefit-Ratio
3.2.9. Services offered
3.2.10. Appearance
3.2.11. Neatness
3.2.12. Membership Fees
3.2.13. Contract Period
3.2.14. Beverage Flat Rate
3.2.15. Age Distribution
3.2.16. Residential Area
3.2.17. Occupation
3.2.18. Income
3.2.19. Remarks
3.3. Multivariate Results
3.3.1. Motivation and Choice of Studio
3.3.2. Joining Year and Age
3.3.3. Importance of Hygiene and Neatness
3.3.4. Beverage Flat Rate and Membership Fee
3.3.5. Beverage Flat Rate and Income
IV. Bibliography
V. Appendix
V.I. Questionnaire
V.II. Frequency Tables
- Citar trabajo
- Laura Herrmann (Autor), Mareike Demann (Autor), 2012, A Market Analysis for Fitness Clubs in Stralsund, Múnich, GRIN Verlag, https://www.grin.com/document/232425
-
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X. -
¡Carge sus propios textos! Gane dinero y un iPhone X.