The marketing analysis of competitiveness of fitness-clubs in Kharkiv

Authors

  • Svitlana Stadnyk Kharkiv State Academy of Physikal Cuiture, Kharkiv, Ukraine,
  • Nataliiya Sereda Kharkiv State Academy of Physikal Cuiture, Kharkiv, Ukraine,

Keywords:

marketing, competitiveness, fitness-clubs

Abstract

Purpose: to carry out the marketing analysis of competitiveness of fitness-clubs of Kharkov.

Material & Methods: analysis of references and documents, organizational analysis, system analysis, methods of the marketing analysis (SWOT-analysis), methods of mathematical data processing. The research was conducted on the basis of 13 fitness-clubs of Kharkov. Administrators acted as respondents – 15 persons; those who are engaged in fitness-clubs – 50 persons.

Results: opportunities and threats of the external environment of fitness-clubs of Kharkov are defined on the basis of the carried-out marketing analysis, satisfaction of Kharkov citizens with activity of fitness-clubs of the city from providing recreational services is found.

Conclusions: the carried-out analysis of marketing activity of fitness-clubs of Kharkov gave the chance to find possible threats from competitors: the rate of inflation in the country, the appearance of new competitors, the change of level of the income of the population, the increase in mortality of the population, the change of attachments of the population. 

References

Gazniuk, L. M. & Razumovskiy, S. O. (2014), "Marketing activity in the sphere of physical culture and sport as an object of social cognition", Slobozans`kij naukovo-sportivnij visnik, No 1, pp. 12-16. (in Ukr.).

Gorbenko, O. V. & Popov, O. V. (2014), "Organizational management component of the integrated marketing sports events", Stratehichne upravlinnia rozvytkom haluzi "Fizychna kultura i sport", No 2, pp. 28-32. (in Ukr.).

Ymas, E. V., Mychuda, Iu. P. & Yarmoliuk, E. V. (2015), Marketing v sporte: teoriya i praktika: monografiya [Marketing in sports: theory and practice: monograph], Olimpiiska literatura, NUFViS, Kiev. (in Russ.).

Litvin, A. T. (2002), "Pricing of sports services as an integral part of effective marketing", Fizicheskoe vospitanie studentov tvorcheskikh spetsialnostey, No 3, pp. 3-8. (in Russ.).

Mychuda, A. V. & Mychuda, Iu. P. (2003), "The promotion of physical culture and health services as a process", Sovremennyy olimpiyskiy sport i sport dlya vsekh: 7 Mezhdunar. nauch. kongr.: materialy konf. [Modern Olympic sport and sport for all: 7 Intern. scientific. congreve: materials conference], M., May 24-27, 2003, pp. 315-316 (in Russ.).

Mychuda, A. V. & Mychuda, Iu. P. (2002), "Features of competition in the business of fitness", Pedahohika, psykholohiia ta medyko-biolohichni problemy fizychnoho vykhovannia i sportu, No 25, pp. 56-75. (in Russ.).

Mychuda, Iu. P. (2007), Sfera fizychnoi kultury i sportu v umovakh rynku: zakonomirnosti funktsionuvannia ta rozvytku [The sphere of physical culture and sports in the market: principles of functioning and development], Olimpiiska literatura, NUFViS, Kiev. (in Ukr.).

Sereda, N. V. (2014), "Features the marketing strategy of sports organizations on non-Olympic sports", Fizychna kultura, sport ta zdorov’ia: materialy XIV Mizhnarodnoi naukovo-praktychnoi konferentsii, (Kharkiv, 10–12 hrudnia 2014 r.), available at :www.hdafk.kharkov.ua/docs/konferences/konf_10_12_2014.pdf

Sereda, N. V. (2015), "Analysis of the influence of factors of marketing environment on the development of non-Olympic sports in children and youth sports schools (for example sport tourism)", Slobozans`kij naukovo-sportivnij visnik, No 3, pp. 111-114. (in Ukr.).

Stepanova, O. N. (2004), "Methods of evaluation the competitiveness of sports and sports services", Teoriya i praktika fizicheskoy kultury, No 11, p. 63. (in Russ.).

Fatkhutdinov, R. A. (2005), Upravlenie konkurentosposobnostyu organizatsii [Management of competitiveness of the organization], Moscow, Eksmo (in Russ.).

Downloads

Published

2016-12-31

Issue

Section

Статті