Simplified Chinese language
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-01-27
Revision date: 12-Feb-2020
Length: 16 pages
Data source: Field research
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Abstract
This is a Simplified Chinese version. Club Sportif MAA (the MAA) was an iconic fitness club and athletic institution in Montreal and the oldest fitness facility in Canada. In early 2017, the club's president and general manager faced a changing market and pressure to ensure that the club evolved and remained competitive. Consumer and fitness trends had increasingly fragmented the market in this area, and the MAA membership declined since 2016. The MAA, which traditionally served a fairly exclusive clientele, needed to examine its fitness, health, and social offerings to determine how to meet the evolving needs of a wider and increasingly diverse customer base without sacrificing the character of the brand. The president needed to decide how to preserve the MAA's upmarket image while expanding its appeal. He needed to determine which market segments to target and how best to communicate the MAA's offerings to these specific groups.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Location:
Size:
Medium
Other setting(s):
2017
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2017-08-22
Length: 7 pages
Data source: Field research
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-01-27
Revision date: 12-Feb-2020
Length: 16 pages
Data source: Field research
About
Abstract
This is a Simplified Chinese version. Club Sportif MAA (the MAA) was an iconic fitness club and athletic institution in Montreal and the oldest fitness facility in Canada. In early 2017, the club's president and general manager faced a changing market and pressure to ensure that the club evolved and remained competitive. Consumer and fitness trends had increasingly fragmented the market in this area, and the MAA membership declined since 2016. The MAA, which traditionally served a fairly exclusive clientele, needed to examine its fitness, health, and social offerings to determine how to meet the evolving needs of a wider and increasingly diverse customer base without sacrificing the character of the brand. The president needed to decide how to preserve the MAA's upmarket image while expanding its appeal. He needed to determine which market segments to target and how best to communicate the MAA's offerings to these specific groups.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Settings
Location:
Size:
Medium
Other setting(s):
2017
Related
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2017-08-22
Length: 7 pages
Data source: Field research
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-01-27
Revision date: 12-Feb-2020
Length: 16 pages
Data source: Field research