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Health/Fitness Club Industry Analysis

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Edmond Liname, Lesotho

Health/Fitness Club Industry Analysis

I am the Marketing consultant of a Health & fitness club in Maseru, the capital city of Lesotho. Within a radius of about 10 kilomitres, there are two more fitness clubs. I would like to get the guidelines on how to conduct my analysis as I want my club to remain the market leader!
 
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Bernhard Keim
Business Consultant, Germany
 

Who is your Customer?

The question you should ask yourself: what is the difference, that makes a difference for your customers? And does it matter to your customers?
I could tell you easily what I do not like at most fitness clubs. E.g. they have to be absolutely clean. Smelly, filthy clubs are a no go. Think yourself what you/other people might dislike in a normal club.
What about women? Do you offer times when they can workout without men?
What about children? May be you can offer them low-cost training facilities at times, when the club is not frequented a lot.
In short: if it is not different, it's not strategic. Copying competitors might work, but won't provide lasting advantage.

 

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More on Competitive Advantage:
Summary
Discussion Topics
topic Quotes Competitive Advantage
topic 10 Routes to Competitive Advantage
topic Case studies in "Cost Leadership"
topic How Can Logistics Help to Achieve a Competitive Advantage?
topic Stuck in the Middle?
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topic Competition versus Cooperation
topic Competitive Advantage or Die?
topic What is Competitive Advantage?
topic Competitive Advantage in a Monopolistic Market?
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topic Life Cycle Approach to Competitive Advantage
topic Focus your Efforts in Building Competitive Advantage
topic What are the Risks of a Differentiation Strategy?
topic Competitive Advantage in Tough Times
🔥 Is Superior Value to Customers a Competitive Advantage?
topic Knowledge Management is more important than CA
topic Weaknesses of Porter's Three Basic Types of Competitive Advantage
topic 4 Stages of Hypercompetition
topic Why are Firms Different? Why Successful Firms Differ?
topic Cost and Value in Analysis of Competitive Advantage: 2 Sides of the Same Coin?
topic Successful Companies: Only Three Rules Needed?
topic The Role of AI in Competitive Advantage
Special Interest Group

SIG Leader

Do you know a lot about Competitive Advantage? Become our SIG Leader

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