Open AccessMARKETING RESEARCH OF FITNESS SERVICES MARKET IN RUSSIA AND ST. PETERSBURG
Author(s) -
A.I. Barbaruk,
I.A. Krasjuk
Publication year - 2018
Publication title -
juvenis scientia
Language(s) - English
Resource type - Journals
eISSN - 2414-3790
pISSN - 2414-3782
DOI - 10.32415/jscientia.2018.11.08
Subject(s) - promotion (chess) , marketing , business , market research , st petersburg , market segmentation , audit , political science , economic policy , russian federation , accounting , politics , law
The aim of the article is a marketing research of fitness services in Russia and St. Petersburg. The object of research is the market of fitness services in Russia and St. Petersburg. The article reviews the world market of fitness services to achieve the set area. Development of the fitness sector takes place in the United States, because in this country fitness has been a public industry. In Russia, the fitness was created for high-income people at first. The increase in market capacity in Russia is due to an active promotion of sports and healthy lifestyle in the period from 2010 to 2017.The biggest players of fitness services market develop commercial offers for different segments. The article analyzes the impact of external factors on the market by means of the PEST-analysis. Carried out an audit of the marketing microenvironment by means of the Michael Porter’s model of five forces. A researching result is developed recommendations for the prevention of threats affected the market of fitness services.