Aradia Fitness London
(7 pages of text)
The owner of Aradia Fitness London had just completed her TRX suspension training instructor’s course and was contemplating how she could bring the TRX suspension program to her fitness studio. TRX suspension training utilized suspension equipment aided by gravity and body weight as a way to increase strength and flexibility. The owner knew the TRX program would be a perfect complement to her studio’s classes, but she was unsure how best to implement the new program. She had some big decisions to make regarding the marketing plan and operational details for this new class.
This case best serves as an introduction to marketing management. Students can properly analyze this case after being introduced to the 4 Ps (product, placement, price, promotion) and/or a marketing framework. Proper case analysis requires students to gain practice at identifying and completing the following: (1) industry analysis, (2) corporate size-up, (3) consumer analysis, (4) competitive analysis, and (5) developing a marketing plan that includes the pricing of the six-week program, the pricing of a single class, and the timing of classes.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2012
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