Features of the applicatuion of mareyting audit in the developmenr of a fitness club strategy

Abstract

The article presents the results of the conducted research on the peculiarities of the application of marketing audit in the development of the marketing strategy of a fitness club. The main reasons why it is necessary to conduct a systematic marketing audit of the activity of a fitness club are given. It was determined that focus groups are the most common qualitative method of marketing audit of fitness clubs - 82.3%. The peculiarities of the use of marketing audit in the activity of a fitness club were characterized, namely, it was established that it was most often used to study trends in the development of the fitness club market (83.40%), and least often - to analyze the activities of competitors (34.50%). The main indicators that must be used when conducting a marketing audit of a fitness club have been formed: performance indicators of tactical and long-term measures; indicators characterizing the degree of influence of environmental factors; indicators reflecting the use of human resources; indicators characterizing the organization of marketing activities; indicators characterizing the achievement of goals and the implementation of the strategy of the fit ness club.