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Company Introduction, Market Segmentation, And Product Positioning

1821 words - 8 pages

My company Change Your Life Fitness is a non-typical gym. Our goal at Change Your Life Fitness is to put fun back into fitness. Change Your Life Fitness has been formed to meet a specific need in an ever increasing competitive market. How is Change Your Life Fitness different? We offer a plethora of services, but you only pay a small fee for the services that you want to take advantage of. Our fitness center has no sign up fee(s) and only a ten dollar a month membership fee, which can be cancelled at any time. We offer nutritional assistance for the people that want to lose weight, we offer professional trainers for people that wish to increase muscle mass, we offer yogi for people that ...view middle of the document...

(2013)).
How are we going to stand out in a market where so many well know gyms and fitness centers are already established? We are going to provide an unpatrolled level of customer service. If the customers are meeting their goals then we are doing our job. Customer service is very important to the fitness center market. Fitness center customers' demands are increasing and diversified. Therefore, service quality is an index of quality assessment from customers for service-producing industries. The concept of corporate expansion and customer relationship has become the foundation of service-providers for higher profitability through customers' renewal of membership. The main purpose of this study is to evaluate the impact of service quality on the renewal willingness of fitness center membership. (Pei Chih, W., Huang-Chia, H., Hiu-Chu, Y., Hsu, Y., & Zhengwei, M. (2010)) If we can provide superior customer service to our members we can keep the monthly enrollment high. The primary competitors in my area are The Rush, National Fitness and Workout Anytime 24/7. I will briefly describe our comparisons between each of these companies and explain what makes us better than our respective competitor. The first competitor that we will analyze is The Rush which is open 24 x7, we will be also, and The Rush charges $29.99 a month for their fees. To join the rush it will cost you $108.98 up front at sign up which is the first and last moths dues as well as a $49 dollar activation fee.(www.therush247.com) Just from the signup alone you can save almost $100 dollars. The Rush does offer some training classes and access to a fit coach.
The next competitor that we want to examine is National Fitness. National Fitness is the most expensive of the three competitors. National Fitness Center’s pricing method is quality not quantity principal. I had to visit them and speak with a sales person in order to obtain pricing information from them. The person that I spoke with was Jim and after a 45 minute tour and speech telling me all that they can do for me, I finally got a dollar figure. To join National Fitness it would cost me a $199 enrollment fee as well as my first and last month’s dues. My monthly dues were going to run me $85 a month. The worst part of the sales pitch was the mandatory contract that I would have been required to sign, for 36 months. The gym is not open 24/7 they open at 6 AM and close at 11 PM Monday-Friday, weekends are 7-7 and Sunday 12-7. The differences between our fitness center and National Fitness are easy to identify. National Fitness does offer more choices and options of the three competitors.
The last competitor is Workout Anytime 24/7. Workout Anytime 24/7 has an annual membership fee of $25 dollars as well as a $15 dollar a month fee with no cancellation fees. Workout Anytime doesn’t have a pool or fitness trainers, they do provide names of professional trainers that are for hire. Workout Anytime has nice free weights as well...

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