Digital Special Collection Portal

Digital marketing business strategy: a case study of Katang gym.


Citation

Muhammad Azfar Dolmat (2017) Digital marketing business strategy: a case study of Katang gym. Masters thesis, Universiti Malaysia Kelantan.

Abstract

Marketing strategy for fitness center is important as a business overall game plan for reaching people and turning them into their customer. The objectives of the study is to know and determine the marketing strategy application in fitness center. Katang Gym have been chosen as the sample and marketing mix 4P’s were used as analysis instrument. The analysis is about product, place, price and promotion strategy that currently use by Katang Gym. The method and data collection were based on the interview. The result of the analysis found that Katang Gym only use the tradition flyers distribution and social media like WhatsApp application in their marketing strategy. The feedback from the customer are not as expected and after the emerging of competitors in the market, Katang Gym gets into problems. Regaining competitive advantages is a must and further findings about digital marketing was done. Later, SWOT analysis was conducted to conclude a suggestion it is compulsory to add digital marketing in Katang Gym’s marketing strategy.

Download File / URL

[thumbnail of MUHAMMAD AZFAR BIN DOLMAT.pdf] Text
MUHAMMAD AZFAR BIN DOLMAT.pdf - Submitted Version
Restricted to Registered users only

Download (1MB)

Additional Metadata

Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Date: 2017
Number of Pages: 36
Supervisor: Ts. Dr. Muhamad Saufi Che Rusuli
Programme: Master of Business Administration
Institution: Universiti Malaysia Kelantan
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
URI: http://discol.umk.edu.my/id/eprint/10711
Statistic Details: View Download Statistic

Edit Record (Admin Only)

View Item View Item

The Office of Library and Knowledge Management, Universiti Malaysia Kelantan, 16300 Bachok, Kelantan.
Digital Special Collection (UMK Repository) supports OAI 2.0 with a base URL of http://discol.umk.edu.my/cgi/oai2