An investigation into the promotional strategies employed by a range of private health and fitness facilities in Stourbridge
View/ open
Author
Hancock, Philippa
Date
2011-10-25Publisher
University of Wales
Metadata
Show full item recordAbstract
The purpose of this study is to investigate the promotional strategies employed by a range of private health and fitness facilities in a specific area, Stourbridge in the West Midlands. Three commercial facilities, one independent and two 'chain' facilities which belong to a larger group, were chosen for the investigation.
The literature review identifies several key themes for this research: the strategic objectives used to promote the facilities, the effectiveness off different promotional methods, the successfulness of specific target markets/segmentation, and the impact of the current economic climate on health and fitness facilities.
A mixed-method approach to obtaining data, using both qualitative and quantitative techniques, was used to gather appropriate information based on the themes identified in the literature. Semi-structured interviews, qualitative in approach, with marketing professionals within the facilities explored detailed information on promotional strategies. In addition, questionnaires completed by consumers of the facilities were designed to allow conclusions to be drawn about the effects of the promotional methods employed by the facilities, and whether these are noticed by their consumers.
On analysis of the data, it was evident that when delivered effectively, marketing strategies help facilities to differentiate themselves from competitors. The strategies employed should balance satisfying existing customers with attracting and recruiting new members. A major finding of this research was that such facilities do recognise the importance of keeping customers satisfied, since referrals were quoted by every participating facility as a significant aspect of their marketing strategy. Despite the difference in promotional methods and targets, they were consistent in changing their marketing message in the current economic climate, rather than making economies in their promotional budget.
Description
BA Enterprise Project
Collections
Related items
Showing items related by title, author, subject and abstract.
-
An Investigation to identify how festivals promotional techniques have developed over the years – using Green Man Festival as a case study
Curran, Victoria (Cardiff Metropolitan University, 2018-04)This research study was carried out in order to explore the different methods of marketing that Green Man Festival utilises, to discover how successful they are, and whether they have changed and developed throughout the ... -
The study of marketing strategies on the real estate industry in Beijing of China
Shi, Mengnuan (Cardiff Metropolitan University, 2012)This dissertation is the study of marketing strategies on the real estate industry in Beijing, China. With China’s economy sustained and rapid development, the people’s standard of living has significantly improved. The ... -
Strategic niche marketing for UK independent seaside hotels
Stone, Anthony Gareth (Cardiff Metropolitan University, 2004)The thesis addresses the question, 'What strategic marketing approaches are available for the re-positioning of a UK independent seaside hotel?'. The research was conducted through a Knowledge Transfer Partnership (KTP) ...