Problems of pricing on the fitness services market

Kurkin Oleg
master`s student, Odessa National Economic University. E-mail:Odnolko.vika@ukr.net

Odnolko Victoria
Candidate of Еconomic Sciences, Senior teacher, Odessa National Economic University. E-mail:Odnolko.vika@ukr.net

Cite this article:

Kurkin O., Odnolko V., (2019) Problems of pricing on the fitness services market. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 1(264), pp. 85-100.

Abstract

This scientific article addressed the problems of pricing in the market of fitness services. The main goal of the article is to search for the most efficient pricing mechanisms in the segment of fitness clubs, which will make it possible to combine maintaining an appropriate level of profitability in the industry, in the face of increasing demand for fitness services. The essence of pricing has been investigated. It consists in determining what prices need to be set for goods (services) in order to take control of a part of the market, ensure the competitiveness of this product by price indicators and determine the amount of profit. A study of the functioning of the fitness market in Ukraine. Revealed the most important problems characteristic of the fitness market. Some trends were considered, the increase in the cost of sportswear, reducing the cost of sports equipment with a parallel increase in the cost of sports. Based on the analysis of the influence of factors on the competitiveness of fitness clubs, groups have been identified: those aimed at long-term relationships with customers and aimed at discounts for certain categories and aimed at promoting additional services. The main difference of the business segment from the economy is also considered - additional services, such as the availability of sites for active games. This amount can not meet the existing demand, hence the entry on the site for the months ahead. Offered additional services, in which include: massage, solarium, beauty salon, beauty salon, dietetics, bars, restaurants, sports shops, spa. In a competitive environment, operators of the fitness market are forced to adjust prices downwards in order to save visitors. What contributes to the flow of funds into fitness clubs and massive sales of season tickets, which have become popular with network operators. We also reviewed clubs that are successful, specializing in certain services in which they are leaders in the market.

Keywords

competitiveness, pricing, fitness services, pricing, costs, competitiveness.

JEL classification: D 410; L 830; DOI: 10.32680/2409-9260-2019-1-264-85-100

UD classification: 338.012

References

1. Гайванович Н.В. Комплекс маркетингу у сфері послуг: процес та забезпечення // Вісн. нац. ун-ту "Львів. політехніка". Логістика. – 2017. – № 649. – С. 145-153
2. Гасюк І.Л. Інформаційно-ресурсне забезпечення галузі «Фізична культура і спорт»: сучасний стан і тенденції розвитку // Теорія і практика державного управління. – 2012. – Вип.3 (30). – С.1-12
3. Кутепов М. Е. Менеджмент и маркетинг в спорте. – М.: ФиС, 2015. – 121 с.
4. Мельник Л.Г. Маркетингова цінова політика: навч. посіб. / Л.Г. Мельник, О.І. Карінцева, Л.В. Старченко. – Суми: Унів. кн., 2007. – 240 с.
5. Мічунда Ю. П. Сфера фізичної культури i спорту в умовах ринку. Закономірності функціонування та розвитку: монографія. – К. : Олімп. л-ра, 2017. – 216 с.
6. Обзор рынка фитнес-клубов Украины [Електронний ресурс]. – Режим доступу: http://fanat.ua/brand/analiz/obzor_rynka_fitnes_k_80634.html
7. Ольшевський А. Локальный бизнес – фитнес клуб України [Електронний ресурс]. – Режим доступу: http://www.prostobiz.ua/layout/set/print/biznes/biznes_start/stati/lokalnyy_biznes_fitnes_klub
8. Федорова А.О Маркетингові канали комунікацій на ринку спортивно-оздоровчих послуг [Електронний ресурс]. – Режим доступу: http://probl-economy.kpi.ua/pdf/2012-22.pdf