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


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


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.

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Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
Depositing User: Pn. Wan Nurjuliana Wan Abd Ghafar
Date Deposited: 14 Aug 2022 09:03
Last Modified: 28 Aug 2022 07:22
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