Competitive Advantage in the Health and Fitness Industry: Developing Service Bundles

The physical environments and microbiological contamination in three different fitness centres and the participants’ expectations: Measurement and analysis

“…Nonair-conditioned and open-air fitness centres are located in residential or suburban areas serving as a recreation activity for inhabitants and are the responsibility of the local municipality. [4][5][6] The environmental conditions and hygiene of fitness centres are crucial issues affecting exercisers' health. 7 A questionnaire survey in Greece identified cleanliness and a group of environmental quality characteristics, i.e.…”

Identifying the target market and how they define value: Innovative Fitness Langley

“…The personal training sessions are personalized to suit the needs of each individual customer be it body sculpting, weight loss, muscle building, rehabilitation, pre-habilitation, sport specific training, stress management or any other health and fitness need (Innovative Fitness, 2014 Providing services valued by key consumer groups are vital to a business's success therefore identification of market segments is critical to achieving marketing goals (Woolf, 2008). A successful segmentation strategy is one that identifies a homogenous group(s) of individuals with distinct demands and then delivers different services or products that provide benefits desired and valued by this consumer group (Woolf, 2008). Understanding the lifestyle characteristics of the market segment along with more traditional segmenting strategies such as demographic characteristics provides the marketer with a clearer understanding of the market environment (Woolf, 2008).…”

“…A successful segmentation strategy is one that identifies a homogenous group(s) of individuals with distinct demands and then delivers different services or products that provide benefits desired and valued by this consumer group (Woolf, 2008). Understanding the lifestyle characteristics of the market segment along with more traditional segmenting strategies such as demographic characteristics provides the marketer with a clearer understanding of the market environment (Woolf, 2008).…”

“…In other words, a market segmentation strategy identifies homogenous groups of individuals with distinct demands that differ from the remainder of consumers in the marketplace (Woolf, 2008). Using differentiation and segmentation strategies is another way that businesses can create competitive advantage because it provides the desired segment of customers with the services or products they value (Woolf, 2008).…”

“…Knowledge of consumer value orientations provides an efficient and measurable set of variables closely related to needs which expand the business's knowledge beyond demographic and psychographic differences of the market (Vinson, Scott & Lamont, 1977). In addition to knowing basic demographic profiles, understanding the psychographic profiles and lifestyle characteristics of customers provides added richness to the segment profile and enables the business a clearer understanding of the market (Woolf, 2008). While demographics allow us to describe who buys psychographic and lifestyle characteristics help us to understand their pattern of consumption, what they like to do, how they like to spend their leisure time and how then choose to spend their money (Solomon, Zaichkowsky & Polegato, 2011).…”