Analyse Consumer Behaviour If Specific Markets

Example 1: Fitness First (Internal Environmental influences – Learning Motivation / Attitude)
In January of 2014 Fitness First Australia launched a new brand - a transformation of fitness philosophy, customer service, and clubs, to deliver a better fitness experience for its members.
The new branding, introduced globally, Fitness First replaced the familiar blue logo with a new, vibrant red 'F' logo, symbolising, passion, energy and strength.
Fitness First's new philosophy to help members 'go further' is more than just a new logo, it's a 360-degree approach to change, across all aspects of the organisation, from the inside out.
Fitness First had lost its way - it had become a business focussed on price and location, rather than on its members and service, but all of that changed.
While the rest of the industry is busy building soulless boxes (gyms) full of equipment, Fitness First is creating fluid workout spaces designed for members to interact with other members and staff.
The company had a choice to continue doing what everyone else was doing, or The company could go back to what made Fitness First successful when its first launched over 20 years ago, which was motivating members to achieve their fitness aspirations and go further, not only in fitness but also in life.
Fitness First’s focus is motivate people, so Fitness First is making a significant investment in developing and training its team to ensure they can help its members to go further. The company is also working to link what its members do outside of the club, with what we offer inside the club, especially with the growth of mass participation sports events, such as triathlon.
Part of its new brand philosophy is all about helping its members and staff to go further - both in and out of the gym. That's why being involved in these important community and sporting events is crucial for the new Fitness First.
The members join a gym for a reason, a season or a lifetime. Fitness First want to...