Competitor Analysis

Competitor Analysis

Provision of sporting and physical fitness services is a lucrative business for business investors. However, there is a stiff competition, especially in Edinburgh. Edinburg Leisure is competing fiercely with Pure Gyms, Virgin Active, and Heriott Watt.

Promotion Strategy

Pure Gyms apply technology to promote its products. For instance, the firm has an active and detailed website easily accessible by its clients using mobile phones and tablets. The corporation’s management is well aware of the tech-savvy young population in need of Pure Gym's services. Therefore, most of its services are automated and accessible online. Its special application software ensures personalization of fitness and health. They stream online adverts, helpful tips and information that people need in Edinburg.

Virgin Active's promotion strategy include discounted membership fee. In addition, it offers free classes for members to guarantee their consistency and loyalty. Besides, Virgin Active is a reputed organization due to their quality services and affordable rates. Maintenance of this trend is a product promotion strategy. In fact, Virgin Active marketing department allocates millions of dollars on an annual basis to be spent in advertisements. Recently, it launched a multimillion plan not only in Edinburgh but also in other areas of the UK to drive sign-ups and to rejuvenate the structure of the organisation. Other product promotion strategies include social, TV, and print media advertisements.

Heriott Watt promotes its products by providing free access to exercise and sports centre and its facilities, and discounts for facilities in sports academy and sports active services. Lastly, Sports Union use social media sites, YouTube and institution’s sports channel to promote its products and services.

The Uniqueness

Pure Gyms uniqueness is evident in its gym membership fee, active and accessible website and specialization in the provision of health and fitness services to teenagers and young adults. Besides, Pure Gyms are located strategically in most parts of Edinburg to reach out to a optimum number of customers. On the other hand, Virgin Active is unique in its variety of facilities and equipment as compared to other competitors. In addition, it offers spa and sauna facilities, swimming, lounge and cafe. Virgin Active hotels recommend healthy and dietary food for its customers to ensure fitness. Football Heriott focuses on football training while The Sports Union provides free photography services for its members.

Consumer Opinions

Pure Gyms customers express their satisfaction with the monthly membership fee and free classes for members. They also appreciate gym machine variety and the active website. In fact, most of them air their views, opinions, and ask questions through an interactive website platform. Most teenagers and young adults enjoy the flexible class program and the instructor’s attention and understanding. The newly introduced specialized application system has elicited mixed reactions from the customers, with some calling for its upgrade to meet the needs of people of all ages. 

Virgin Active’s customers have launched complaints on the steep monthly and membership fees. Others that are older than 25 years express their dissatisfaction in discounted membership fee for persons under 25 years. Still, there is a section of loyal customers that enjoy free class sessions for members. Others welcome extra services such as swimming, spa, and sauna facilities. Virgin Active customers respond positively to the organization's multi-million social media campaign.

Customers express their loyalty to Heriott Watt due to membership benefits such as free access to exercise and sports centre, discounted rates for admittance Sports Academy and Sports Active services. Others propose that the management should scrap additional or hidden fee for use of all pitches, inductions, coaching courses and fitness assessment. The sports Union members appreciate regular updates on the available services and rates in the media house, YouTube, and institution's newsletters (Fleisher et al., 2015).  Free Photography attracts majority of the clients and ensures guarantees their loyalty.

Table1: The Pricing Structure for Different Competitors

Pure Gyms (Rates in $)	Virgin Active	Heriott Watt	The Sports Union
-Standard monthly membership fee of 24.99 and Joining fee of 15.00 -Multi Gym membership fee of 26.00 and 25.00 joining fee	- Monthly fee of 57 - $20Joining fee -For persons under the age of 25, fee is discounted to $49 per month and $20 joining fee	- Gold membership $115 -Silver Membership $95 - Bronze membership $70 - Full Membership $85.00 - Membership fee for off-peak academic year $50.00 -Second-semester membership $74	- Membership fee of $39
	Bicycle Charges $ 10 for 4 hours $15 per 1 day $ 90 deposit per bicycle.

Reference

Fleisher, C.S. and Bensoussan, B.E., 2015. Business and Competitive Analysis: Effective Application of New and Classic Methods. New Jersey: FT Press.