1) Problem Definition
Problem Definition
In previous years, Steve Nash fitness center in North Vancouver has been a hot spot for new memberships and for members to get a great workout in anytime of the day.
Upon the interviews that Wolf Group has conducted with the management of Steve Nash Fitness center, we have concluded persistent issues at the North Vancouver location. First, the issue of declining sales in memberships has lead this location into greater financial distress. The number of sales is declining each year and management is unsure if this is from the new rival gym emerging in the area.
Secondly, current members are becoming increasingly dissatisfied with the quality and variety at the facility. The North Vancouver location has not undergone any renovations since 2007 and management is wondering if updating this location will help with sales and customer satisfaction. The third problem is the issue in regards to overly aggressive sales staff.
There has been recent complaints with the sale staff confronting current members to see if they know anyone they would want to sign up for a membership. This research study strives to provide quantitative and qualitative information for the management team to make valuable decisions for the future. This research is designed to help management make decisions to solve the current problems that Steve Nash is experiencing.
2) Purpose and Benefits of Research
Purpose and benefits of research
The purpose of this market research is to be able to understand what other competition is in close proximity to the North Vancouver location, understand what the current members are looking for and what the gym is able to do to increase customer satisfaction. Wolf Group is trying to provide valuable research for the management to make informed decisions.
3) Research Objectives
Research Objectives
Understanding the issues above is the first step in being able to understand the research objectives of this project. Once the issues are clear, there are a variety of techniques and processes that are put forth to reach solutions.
The more detail the research objectives, the better the understanding the issues related to Steve Nash. With these research objectives outlined and answered it will become easier for Steve Nash to create specialized marketing campaigns and fix the current issues persisting within the Steve Nash North Vancouver location.
The research objects will outline the biggest concerns of the current target market. In the end, this research design is determined to help the management at Steve Nash increase their profits and maximize membership sales.
Wolf Group will be addressing the following questions throughout the various types of research being conducted and we ensure that Wolf is dedicated to finding the solutions to the following questions:
1. What is the current target market customer. (Age, Gender, Socioeconomic Status and demographic)
2. What is the current customer satisfaction level based on selection and quality of gym machines, cleanliness, and availability of equipment.
3. What is the main reason that customers choose to cancel their gym membership?
4. Who is Steve Nash's main competitors and who are the upcoming competitors?
5. What percentage of current members use the showers provided in the facility?
6. What are new ways to attract new members to Steve Nash?
7. Does the price of a membership play a role in new members joining the gym?
Nick
4) Research Questions
The following are some examples of research questions that we will use to achieve our research objectives:
5) Research Techniques Savannah
6) Timelines Arman
7) Data Processing and Analyses
Attachment:- Report in progeoss.rar