Fitness First, the Leisure Industry
Service Marketing
Individual Assignment
Fitness First
The Leisure Industry
Contents
Introduction……………………………………………………………………….2
Brief Overview…………………………………………………………………….2
Market Size and Forecast………………………………………………………2
Competitors…………………………………………………………...…………..4
Marketing Environment
External Environment…………………………………………………………..5
Internal Environment………………………………………………………....12
Opportunities and Threats………………………………………………..….12
Strategic Service Marketing Issues .................................................14
References……………………………………………………………………….16
Appendix:…………………………………………………………………………17
Introduction
This paper will be focusing on the leisure industry; it is narrowed down to fitness clubs sector and fitness first for woman is the chosen organisation for study.
This paper will be discussing the size and competitive structure of the sector. The current internal and external marketing environment will be assessed as well as the opportunities and threats facing the sector. The similarities and differences between the current service marketing strategies of the sectors major players will be summarised and an analysis of Fitness First for women key strategic service marketing issues will be illustrated for the next five years.
Brief Overview
Definition: Fitness clubs are privately owned, commonly managed as profit making businesses. Some clubs belong to employers or hotel groups, but still fall within the private sector. They are sometimes called ‘health and fitness clubs’ or, more commonly, ‘gyms’. As standard, a health club offers a well-equipped fitness room (gym) and showering and changing rooms, but the larger clubs also offer swimming, sports and/or beauty treatment facilities, together with sophisticated catering and social programmes. The largest of these clubs join with sports clubs to offer tennis and other sports. Private fitness clubs
Individual Assignment
Fitness First
The Leisure Industry
Contents
Introduction……………………………………………………………………….2
Brief Overview…………………………………………………………………….2
Market Size and Forecast………………………………………………………2
Competitors…………………………………………………………...…………..4
Marketing Environment
External Environment…………………………………………………………..5
Internal Environment………………………………………………………....12
Opportunities and Threats………………………………………………..….12
Strategic Service Marketing Issues .................................................14
References……………………………………………………………………….16
Appendix:…………………………………………………………………………17
Introduction
This paper will be focusing on the leisure industry; it is narrowed down to fitness clubs sector and fitness first for woman is the chosen organisation for study.
This paper will be discussing the size and competitive structure of the sector. The current internal and external marketing environment will be assessed as well as the opportunities and threats facing the sector. The similarities and differences between the current service marketing strategies of the sectors major players will be summarised and an analysis of Fitness First for women key strategic service marketing issues will be illustrated for the next five years.
Brief Overview
Definition: Fitness clubs are privately owned, commonly managed as profit making businesses. Some clubs belong to employers or hotel groups, but still fall within the private sector. They are sometimes called ‘health and fitness clubs’ or, more commonly, ‘gyms’. As standard, a health club offers a well-equipped fitness room (gym) and showering and changing rooms, but the larger clubs also offer swimming, sports and/or beauty treatment facilities, together with sophisticated catering and social programmes. The largest of these clubs join with sports clubs to offer tennis and other sports. Private fitness clubs
References: • Hollensen S. (2004) Global Marketing, a decision-oriented approach 3rd Edition • Brassington F • Kasper, H., van Helsdingen, P. and Gabbott, M. (2006) , Services Marketing Management: A strategic perspective, 2nd Edition, John Wiley and Sons Electronic Sources: