Competitive Strategies of Fitness Gyms in International Business Environment. Empirical Findings Through Observation

Dunay, A. (Ed.), Proceedings of the 5th International Conference on Management (ICoM 2015), Management, Leadership and Strategy for SME's Competitiveness, Szent Istvan University, Gödöllö, Hungary, 18-19th June 2015, pp.102-107, DOI:10.17626/dBEM.ICoM.P00.2015.p019; ISBN 978-963-269-492-4

6 Pages Posted: 24 Jan 2017

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Ioana N. Abrudan

Babes-Bolyai University

Catalin Postelnicu

Babes-Bolyai University

Date Written: June 18, 2015

Abstract

Contemporary society faces various challenges arising from the refocus and redefinition of consumer mentality. Currently, an important goal for consumers is to lead a healthy and natural life. However, no matter how “healthy” the diet, a healthy lifestyle is not possible without regularly practicing team or individual sports. Attentive to changes and current developments in the lifestyle, attitudes and preferences of consumers, small entrepreneurs in the sports industry are trying to benefit from this wave of amplified demand for sports activities. In Romania, this trend is apparent not only in the increased number of sports fields, but also in the growing number of fitness gyms. This exploratory research aims to highlight the specific marketing strategies that gyms employ to gain market share. The secondary objective of the research, carried out through observation, is to determine the degree of differentiation among fitness gyms and their positioning strategies. In total, over 50 observation sheets have been collected, corresponding to the most important gyms in Transylvania. Regardless of being part of a national or international chain, or independent, all businesses try, through specific means, to attract and retain their clientele. This approach highlights a number of practical and theoretical implications, emphasizing, among others, differences between the strategies used by leader, challenger or follower fitness gyms.

Keywords: competitiveness, competitive strategies, positioning, differentiation, fitness gyms

JEL Classification: M30, L67, L83, Z21

Suggested Citation

Dabija, Dan-Cristian and Abrudan, Ioana N. and Postelnicu, Catalin, Competitive Strategies of Fitness Gyms in International Business Environment. Empirical Findings Through Observation (June 18, 2015). Dunay, A. (Ed.), Proceedings of the 5th International Conference on Management (ICoM 2015), Management, Leadership and Strategy for SME's Competitiveness, Szent Istvan University, Gödöllö, Hungary, 18-19th June 2015, pp.102-107, DOI:10.17626/dBEM.ICoM.P00.2015.p019; ISBN 978-963-269-492-4, Available at SSRN: https://ssrn.com/abstract=2902621

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Ioana N. Abrudan

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Catalin Postelnicu

Babes-Bolyai University ( email )

Cluj Napoca
Romania

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
646
Abstract Views
2,631
rank
52,607
PlumX Metrics