Specificity of the product policy of a fitness club in a competitive environment

A. Malygin () and E. Silina ()

Journal of Modern Competition, 2016, vol. 10, issue 5, 75-80

Abstract: The article deals with the specifics of the most significant marketing tool of a sports club - product policy. The authors show its place in the system of formation of competitive advantages, analyzed different types of products on the market a fitness club, as well as determine their priorities. The material is aimed at use in practice in the fitness industry.Russian fitness market is perhaps the most independent element of the domestic sports industry. For two decades he was almost without any help gov, was able to overcome the difficult stage of formation and continues to grow steadily. Its volume, according to experts, has reached 20.73 billion rubles, while the number of fitness clubs - was 4-5 thousand. One of the reasons for such a dynamic development - lively competitive environment, characterized by a large number of independent members, greater opportunities of choice for customers, the relatively low level of participation of the state, while a significant contribution with his hand in the promotion of healthy lifestyles. Under such conditions for the successful development of each individual market entity (individual club or clubs in the network) is crucial to the ability of management to use the full potential of marketing tools that are well adapted to the needs of customers. A key place in the complex marketing tools takes product policy.

Keywords: sports and health services; health club; sports marketing; marketing mix; product policy; competitive advantages (search for similar items in EconPapers)
Date: 2016
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