The present analysis was originally meant to give a general overview about the services offered, the target group and overall consumer satisfaction of all fitness clubs in Stralsund. Due to a lack of willingness to cooperate, the paper only concentrates on the fitness club ´Dynamic´ in Stralsund. It was opened in 1995 and its offers include inter alia a wide range of sports equipment, a sauna area as well as courses like back therapy training, step aerobics and WingTsun.
The results reveal insightful information that should be used for the future marketing strategy of the fitness club. For example the main motivation for choosing the club is not its price or the offered services but its location at Heinrich-Heine-Ring. Promotional activities should therefore focus on those aspects. Furthermore it became clear that especially the level of hygiene is of great importance to the interviewed sportspersons and that the presented neatness meets customers’ expectations to a great extend. However, negative points mentioned were too high monthly membership fees. Since a major percentage of the responders earns less than 2000€ per month, this hint should be taken into consideration.
The overall picture acknowledges the fact that the cost-benefit-ratio meets with the customers’ approval. For the Dynamic’s marketing strategy to stay successful, a detailed analysis of the club’s members as well as their expectation should be conducted. Therefore it is of importance to compare the desired target group with the actual members and tailor the Dynamic’s marketing strategy to the results.
The group members, Laura Herrmann und Mareike Demann, want to thank the Dynamic for the collaboration and wish a lot of success in the future.

Extrait

Inhaltsverzeichnis (Table of Contents)

1. INTRODUCTION

1.1. SCOPE
1.2. AIMS AND QUESTIONS
1.3. LIMITATIONS

2. PREPARATION

2.1. EXPLANATION OF RESEARCH DESIGN
2.2. CONSTRUCTION OF THE QUESTIONNAIRE
2.3. PRE-TEST

3. RESEARCH AND RESULTS

3.1. SURVEY IMPLEMENTATION
3.2. UNIVARIATE RESULTS

3.2.1. JOINING YEAR
3.2.2. MAIN MOTIVATION
3.2.3. CHOICE OF FITNESS STUDIO
3.2.4. TRAINING AREA
3.2.5. SUPPORT OF CUSTOMERS
3.2.6. IMPORTANCE OF HYGIENE
3.2.7. ADDITIONAL INFORMATION
3.2.8. COST-BENEFIT-RATIO
3.2.9. SERVICES OFFERED
3.2.10. APPEARANCE
3.2.11. NEATNESS
3.2.12. MEMBERSHIP FEES
3.2.13. CONTRACT PERIOD
3.2.14. BEVERAGE FLAT RATE
3.2.15. AGE DISTRIBUTION
3.2.16. RESIDENTIAL AREA
3.2.17. OCCUPATION
3.2.18. INCOME
3.2.19. REMARKS

3.3. MULTIVARIATE RESULTS

3.3.1. MOTIVATION AND CHOICE OF STUDIO
3.3.2. JOINING YEAR AND AGE
3.3.3. IMPORTANCE OF HYGIENE AND NEATNESS
3.3.4. BEVERAGE FLAT RATE AND MEMBERSHIP FEE
3.3.5. BEVERAGE FLAT RATE AND INCOME

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This market analysis aimed to provide an overview of fitness club services, target groups, and overall customer satisfaction in Stralsund. Due to limited cooperation, the study focuses on the 'Dynamic' fitness club. The objectives were to identify key factors influencing customer choice, assess customer satisfaction, and provide recommendations for improving the club's marketing strategy.

Customer motivations for choosing a fitness club
Factors influencing customer satisfaction (e.g., hygiene, facilities, price)
Relationship between customer demographics and preferences
Assessment of the cost-benefit ratio from the customer perspective
Recommendations for improving the fitness club's marketing strategy

Zusammenfassung der Kapitel (Chapter Summaries)

1. INTRODUCTION: This chapter introduces the market analysis, highlighting the significance of the fitness industry within the broader context of the European and German sports sector. It emphasizes the growing interest in fitness and the characteristics of fitness studios as commercially-oriented businesses. The chapter also defines the scope of the study, focusing on fitness clubs in Stralsund and outlining the timeframe and methodology of the research. Specifically, it details the initial plan to analyze multiple clubs in Stralsund, but due to limitations, the analysis is ultimately concentrated on only one: Dynamic.

2. PREPARATION: This section describes the research design employed in the study, detailing the creation and pre-testing of the questionnaire used to collect data. It lays out the methodological foundation for the subsequent data analysis and interpretation of results.

3. RESEARCH AND RESULTS: This chapter presents the findings of the survey conducted at the 'Dynamic' fitness club. Both univariate and multivariate results are discussed, covering various aspects such as member demographics (age, income, occupation), motivations for joining, preferences regarding facilities and services, and perceptions of value for money. This chapter forms the core of the analysis, providing detailed data on customer preferences and satisfaction levels, which directly informs the recommendations given in the (omitted) conclusion.

Schlüsselwörter (Keywords)

Fitness clubs, market analysis, customer satisfaction, Stralsund, Germany, marketing strategy, customer demographics, hygiene, facilities, price, cost-benefit ratio, member motivation.

Frequently Asked Questions: Market Analysis of Fitness Clubs in Stralsund

What is the main focus of this market analysis?

This market analysis provides an overview of fitness club services, target groups, and overall customer satisfaction in Stralsund, Germany. Due to limitations in cooperation, the study primarily focuses on the 'Dynamic' fitness club.

What are the key objectives of this study?

The main objectives are to identify key factors influencing customer choice of fitness clubs, assess customer satisfaction levels, and offer recommendations for improving the 'Dynamic' fitness club's marketing strategy.

What methodology was used in this market analysis?

The study employed a questionnaire-based survey administered at the 'Dynamic' fitness club. The research design included the creation and pre-testing of the questionnaire before data collection. The analysis involved both univariate and multivariate statistical methods to understand customer preferences and behaviors.

What key themes are explored in the analysis?

The analysis explores customer motivations for choosing a fitness club, factors influencing customer satisfaction (hygiene, facilities, price), the relationship between customer demographics and preferences, the cost-benefit ratio from the customer's perspective, and recommendations for improving the club's marketing strategy.

What types of data were collected and analyzed?

The data collected included information on member demographics (age, income, occupation, residential area), motivations for joining the club, preferences regarding facilities and services (training area, support of customers, hygiene, appearance, neatness, beverage flat rate), and perceptions of the cost-benefit ratio. Both univariate (individual variables) and multivariate (relationships between variables) analyses were conducted.

What are some specific aspects of customer preferences explored in the study?

The study delves into customer preferences regarding aspects such as joining year, main motivation for joining, choice of fitness studio, training area, support of customers, importance of hygiene, additional information sought, cost-benefit ratio, services offered, appearance and neatness of facilities, membership fees, contract period, and beverage flat rate.

What are the key findings of the univariate analysis?

The univariate analysis provides detailed information on each of the variables listed above (joining year, main motivation, etc.), allowing for an understanding of individual preferences and characteristics of the 'Dynamic' fitness club's clientele.

What are the key findings of the multivariate analysis?

The multivariate analysis examines the relationships between different variables, for example, the connection between motivation and choice of studio, joining year and age, importance of hygiene and neatness, beverage flat rate and membership fee, and beverage flat rate and income.

What are the key recommendations for improving the fitness club's marketing strategy (as implied by the study)?

While the specific recommendations are not detailed in the provided summary, the analysis of customer motivations, preferences, and satisfaction levels directly informs recommendations for improving the club's marketing strategy. These would likely involve targeting specific demographics, highlighting key features valued by customers, and potentially adjusting pricing or service offerings based on the findings.

What are the keywords associated with this market analysis?