A marketability study on the potential market of Slimmmers World International in Cavite

Date of Publication

1999

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carmelita B. Masigan

Defense Panel Member

Leonardo Masigan
Luisa Chua

Abstract/Summary

Slimmers World International (SWI) was established in the Philippines in 1978, by an Australian, Mr. Ronald Moy, who saw the country as a potential place for the promotions of fitness and health. Bringing along with him a team of experts, operations starts in Makati and have expanded ever since.

SWI positions itself as a non-stop health and fitness center that offers physical fitness, nutrition counseling, and spa treatments. With the mission of being links between lives and jobs, SWI acknowledge the importance of service in making them better persons and efficient workers.

In terms of membership and branch size, SWI is taking pleasure of being number one amongst the several gain/lose clinics in the country when, appallingly, one of its branch, SWI-Roxas ceased operations last May 2000.

Due to this, the management is considering of opening up a branch in Cavite as part of their expansion program. Other than the fact the province is experiencing an economic boom, 90% of the SWI-Roxas are residents of the province, making it a lucrative place for business.

The research study made use of a descriptive method. Primary data were gathered by distributing surveys to residents and non-residents but working in Cavite. To analyze data, methods of calculations such as: mean and median calculations, percentages, and frequencies were employed.

In conclusion, the proponents were able to determine the potential market's profile preferences, needs and wants. The proponents were also able to evaluate the level of satisfaction of the inactive members of SWI-Roxas. Recommendations were presented based on the analysis and findings and their implications.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16551

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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