กลยุทธ์การสร้างความได้เปรียบทางการแข่งขันของแมกนัสฟิตเนส จังหวัดเชียงใหม่

Abstract

Independent Study of Magnus Fitness Competitive Advantage Strategies Chiang Mai Province Objectives: 1) To study Magnus Fitness' current competitive advantage strategy. 2) to study behaviors and marketing mix factors of consumers who use fitness center services (Fitness) in Chiang Mai. 3) Strategies to create a competitive advantage in the future of Magnus Fitness. Chiang Mai Province The study method was to collect data by means of in-depth interviews, including Magnus Fitness Entrepreneur Chiang Mai Province and collecting questionnaires from 385 consumers who use the service of exercise facilities (fitness) by analyzing the data according to objectives. Check the correctness of the information. Summary of the study and present the results of the study. The study found that Magnus Fitness focuses on building a competitive advantage strategy using a data-driven strategy. Expand the business to achieve adaptation in the business to survive and drive the business to operate and make a difference to the business to make it unique. As for the consumers who use the exercise facility (fitness), it was found that most of them were male. Age between 19 - 28 years, work as an employee of a private company monthly income less than or equal to 15,000 baht. Data on behavior of using fitness services found that most fitness users exercised on average no more than 1 time/week. Most of the fitness users use the service on weekdays the most. Usually come to use the fitness service during 4:01 PM – 7:00 PM. The reason for using most fitness services is health. The factor that chooses to use the fitness service the most is near residence Most of the factors affecting the decision to use fitness services are the price of accessing the service. The nature of going to exercise is going alone, mostly exercising both at the same time. cardio and weights training and service rates range from 1,001 – 3,000 baht/month. The marketing mix factor that consumers value the most is 1. Place aspect 2. Price aspect 3. Human aspect 4. Service process aspect 5. Physical characteristics 6. Product side 7. Marketing promotion, respectively.