Marketing for services industry assignment

Archie Jean (FAA) as an indulger who gives an active, positive and healthy image to the public; (Strength) 0 The high loyalty of California Fitness members brings stable source of customers to California B Gym; (Strength) 0 The argument of service contact with customers as well as the media reports about the customers’ complaints which causing negative word-of-mouth of California Fitness and may give negative perception to the pre- users; (Weakness) 0 Solution: Our Human Resources Team provides training to the frontline staff and therefore, staff can improve their knowledge and quality of service. The management of California B Gym can also encourage their staff to contribute new ideas via the empowerment method.

Finance / Accounting 0 The new B Gym service has a higher flexibility of financial support with mother Company. Meanwhile, the location of B Gym will be established at the targeted branches of California Fitness where have an advantage of saving extra rental cost compare with their competitors nearby; (Strength) 0 The lack of local experienced trainers for B Gym causing extra financial pressure to employ foreign trainers and at the same time, B Gym would have to face the “ Headhunt” from their competitors; (Weakness) Management Information Systems 0 B Gym have an advantage of sharing the archive of California Fitness which can easily access to the targeted customers via the MIS.

Balance between the business growth and the quality standard – For the fitness center, we are not only want to expand the new segmentation for baby yam, we also want to maintain the members growth and the quality at the same time. People Qualified services and services providers are essential in services marketing. As an outstanding services provider which need to: 1. Recruitment requirement – Make sure the Job applicant who has the qualified qualification in the physical education base on the gym or baby gym foundation. This can be ensure the employee already has the basic physical knowledge human body and it helps to reduce the training expense. 2. Training – Organize regularly training to the staff in order to enhance their professional knowledge.

We should know that the gymnastic equipment and the As an professional services provider should ensure that the employee has the most updated information in order to fulfill the satisfactory to the customers. Promotion and Education The services provider has to promote their service by certain sources, egg: 1 . Websites – California Fitness should add the new baby gym services on the company web pages in order to let the new customers and the existing members know the company add new item of service through its advertised channel. It also can start advertise on the parental forum to enhance the shown up frequency. 2. Advertisement – Advertisement on the newspaper and advertisement: Company can also start having the advertisement on the most common channel, like newspaper and the magazine which can draw the desire from the potential customers. 3.