PILATES

Pilates

Abstract

The purpose of this paper is to analyze the Pilates market in the United Kingdom, Canada and New Zealand. The paper also discusses the benefits of E- Procurement and how it helps a business grow. It includes a recommended SWOT analysis and Marketing Mix for the company, along with recommendations.

Pilates

Introduction

The Pilates market is growing at an exponential rate on a global scale. The people of the world are becoming more and more focused toward their health and fitness. Pilates is one of the best ways of increasing flexibility, strength and endurance. In order to meet the demands of the growing popularity of the Pilates exercise in the United Kingdom, New Zealand and Canada, there is increased competition. The trend to purchase Pilates equipment began in the early 1990s, and the boom of Pilates schools began in the mid of the millennium.

Discussions

List of Competitors in:

UK

Body Control Pilates

Pilates Union

Polestar Pilates

Canada

Body Harmonics

Pilates Unlimited Inc.

Stott Pilates

New Zealand

Pilates Studio Auckland

Newmarket Peak Pilates Studio

Bodymind Pilates

Recommendations

A recommended SWOT analysis for the company can be found below:

Strengths

( Management committed towards to a result orientated approach to attract and maintain customers in a highly competitive market.

( Company will hire qualified and trained staff.

Weaknesses

( Personal training services can be high in costs.

( Fitness Plus is low in staff that can be problem in providing service to a large pool of members.

( Club is short of marketing budget to attract large business client.

Opportunities

( Health care club market is rapidly growing.

( A large segment of market is still untapped, low income area will be of special focus which is totally ignored by the rivals.

Threats

Recession and economic downturn can slow down the growth of health clubs.

Marketing Mix

Fitness Plus health club's marketing mix is based on the following factors of product, cost, distribution, advertising and publicity.

Product:

• Heath Car e Servicess

( Aerobics

( Cycling

( Boxing

( Yoga

( Pilates

( Muscle Training

( Diabetes & Obesity Control

Price

The prices should be set according to the demand and supply of the market. They should be reasonable yet competitive.

Place

The company should open up training schools in major cities of the United Kingdom, Canada and New Zealand

Promotion

The company can increase its efforts in advertising campaigns to increase its brand's value

Monopolistic competition allows a firm to have some or minimal power over the prices it sets for its products and/or services. In a monopoly, the firm has total control over the prices. However, a monopoly firm tends to suffer in the long-run due to inefficiency. The consumers of a monopolistic firm benefit more than the consumers of a monopoly firm. In a monopolistic firm, the consumers have the benefit of reasonable offering of prices. This benefit is absent in the products and services of a monopoly firm, because the firm asks any price and consumers are bound to pay that price. Where there is a lot of competition, consumers have a wider variety to choose from and do not feel bound to pay a higher price. Among the two market structures, from the firm's perspective, the monopoly structure is more ...