A Case Study Analysis in Gym Management

Introduction:

This research study is based on collecting data on customer’s feedback in term of promoting profit and improving the overall organisational structure, is instrumental in guiding business dissertation help initiatives. This study will focus on how the gym in the given case study is going to use the collected data from customers. This study will discuss how the gym will conduct data collection on getting customer feedback regarding the service and product of this gym. This study is highly effective in terms of improving the service and products of the gym through analysing preference and needs of customers, which will assist owners of this gym make effective changes in their marketing strategies, service and product to grab long -term customers base. The report is going to discuss the background of the study, data collection, data analysis and data evaluation process which will assist the marketers as well as owners of the Gym to conduct useful marketing strategies that would help maintain the sustainability of this business in the global market.

Background of the study:

n today's global business landscape, people are highly concerned regarding their health and wellbeing. Today's people have a high preference to gym culture to maintain their body shape, fitness and tone their body. In today’s highly modern era, people use to invest a substantial amount in the gym in terms of getting fit and free from any kind of fatness and health barriers. Especially in case of women, after pregnancy, they desperately want to get admission in a local gym in terms of not only losing their weight but also toning their body which makes them healthy as well as beautiful. In the case of older and young people, gym culture is highly preferred to develop regular habits of daily exercise which is important for getting rid of any type of physical and mental illness. In this context, the gym in the given case study is going to conduct a primary data collection process, in which the data are collected directly from local customers to understand their needs, interest and preference.

Through conducting this data collection process, owners of this gym will be able to develop innovative marketing ideas which will assist them to grab customer attention and establish the business reputation in the local and national market.

This data collection method is highly relevant to the business structure of the gym which will assist its marketers as well as owners to determine what are the demand of today's customers from the gym trainers. Moreover, due to changing lifestyles and market trend, gym culture has also changed with lots of innovation and creativity in the appliance and machinery. Now, customers prefer that type of gym, which have highly skilled trainers, modern gym appliances and highly systematic process of workout. Therefore, the owner of the gym in the given case study needs to focus on arranging new and modern appliance which will meet the demand of the customer. Moreover, the gym owners’ needs to focus on appointing high skilled trainers who will conduct the systematic process of workout that would highly effective for customers regardless of their age and gender.

Objectives and aims:

This research study aims to conduct primary data collection from customers to determine their preference, expectation and needs regarding gym culture.

The objectives of this study are as follows:

To evaluate current gym culture and the latest trend of workout

To identify the current needs, preference and interest of customers regarding the gym activity and exercise process

To analyse the modification that needs to be done in the marketing strategies and service of their grab customer attention

To recommend relevant strategies and process that the owner of this gym needs to implement into their workplace to have a strong customer base and grab strong competitive advantages.

Data collection method:

In this research study, the marketer of the gym in the given case study would get relevant and vast data regarding customers needs and interest about accessing the gym. According to Ali et al. (2018), primary data collection methods is one of the most important processes for business marketers in terms of analysing the customer’s opinion and their feedback regarding the specific topic. Through conducting the primary data collection process, marketer of eth gym can collect data directly from the customers in the market, which will assist them to make proper innovation and changes in their marketing strategies a well as service. While conducting the primary data collection method, ethical consideration is maintained which will assist the marketers to collect data by using the authentic process such as take full consent of customers, inform them regarding the of this data collection and assure that the data will not be used in commercial purpose.

In this data collection process, marketers of the gym have used questionnaires which are printed on the leaflets and delivered to the customers. Through using questioners, it is possible to get accurate and vast information regarding the research topic (Moser and Korstjens 2018). By using questioners, marketers of the gym can make the overall data collection methods cost-effective which will economically beneficial for the newly opened gym. In addition to these questioners will assist the marketers to get reliable information regarding the topic which will not only improve the overall service of the gym but ala; assist the gym to grab a strong customer base.

Evaluation of the data collection process:

By evaluating the data collection process marketers can understand what type of services and products are the preference of today’s customers. On the other hand, by analysing the data collected from eth customer, marketers of the gym in the given case study will be able to improve and modernise their marketing strategy, with promoting their unique product and service. On the other hand, the data collection process will assist the marketers of the gym to collect up-to-date information regarding current preference regarding gym culture. The overall data collection process is beneficial for owners of the gym in term of developing creative decisions to invest into buying modern gym equipment’s and appointing high-skilled trainers which will enhance the chances of the grabbing customer attention. Moreover, by analysing the customer's expectation and preference through data evaluation, owners of the gym can understand how they can decorate their gym to grab competitive advantages in the current market trend.

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