Analýza konkurenční pozice fitness centra

Abstract

Summary Competitive Analysis of the Fitness Centre Bc. Iva Janíková This diploma thesis analyses a fitness center’s competitive position. The aim of this paper was to research the market position of the Club Femm in Ostrava. The theoretical part deals with introduction into theoretical knowledge like the meaning of competition, SWOT analysis, the analysis of five Porter’s forces and also the Positional map. In the practical part, I worked out a marketing research, which was divided into two sections – firstly, I did a direct research with the customers of the Femm Club and then gave the outputs with my recommendations to the club’s owners who have to decide whether make them real or not, in order to improve the customers satisfaction, which should lead to better competitive position in the market. The conclusion of the research is that Club Femm offers a wide range of activities and services on the one hand, but on the other hand the prices are very high for the customers, and also the special offers are not an attraction for them. The very important thing is to spread the marketing publicity among as much people as possible which would attract new customers. The very nice and polite stuff is a big advantage. Regarding fitness trainers, Femm is facing quite a big fluctuation, also better business hours during weekends would be appropriate.