Modern Drivers of Business Development under Crisis Conditions
Journal Title: Бізнес Інформ - Year 2016, Vol 4, Issue
Abstract
The article is aimed to substantiate introduction of complementary services targeted at improving satisfaction of the regular customers as a measure of development under conditions of crisis and resource constraints. As result of a study conducted by means of the interrelated and consistently updated SWOT-analysis, structured monitoring, and survey, expedience of adjusting the strategy for the fitness center «Malibu» has been proved by means of its further differentiation, intensive growth with a focus on regular customers, and expanding the range of additional services. It is determined that implementation of these measures will strengthen the competitive advantages and develop steady relationships with customers, which may serve as the basis for improving the long-term financial condition of fitness center «Malibu» and be of use when evolving the optimal scenario in case of the worst of certain changes in the economic environment. It has been proved that the updating drivers of business practices, based on the integrated application of tools for marketing research, which are consistently focused on substantiating the increase of satisfaction of customers, is becoming an imperative for the development of organization in the conditions of turbulence of economic environment. Prospect for the follow-up research is to identify further ways to activate business by means of the marketing component.
Authors and Affiliations
Ganna Kolomiyets, Yurii Huznenkov, Hanna Hridina, Mariia Dotsenko, Le Huyen
Keywords
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