Palekhova, L.

Zolotukhina, A.

English

eLibrary National Mining University

194Stage 2 - the choice of strategic economic zones;Stage 3 - formation model products and commodity assortment planningstructure;Stage 4 - the optimization of commodity policy of the enterprise.The ultimate goal of the research needs in the product - development strategy ofbehavior on a target market segments.To solving problems of commodity policy at any hardware level requires astrategic approach. This means that any of said solution in the area must be taken notonly from the point of view of the current interest, but also taking into account how it"works" the ultimate objective. This approach requires a focus on critical areas.Commodity policy - the development of the optimal composition of the productsaccording to the nomenclature of products involves determining the composition ofthe product name and the share of each item in the release. The best is thenomenclature structure of production that maximizes profits.Trade policy involves solving the problem of choosing the mix of products andits optimization. The main objective of the assortment policy - definition of thestructure of production in the production division, namely:* The relationship (shares) between the new product development, production,requiring improvements and modifications, and traditional products do not requireimprovement, outdated products;* Establishment of the range of products and planned indicators - bothqualitative and quantitative;* The definition of models and versions of the same product;* Determining the structure of the life cycle of the entire range of products andperspectives updates assortment;* Determination of the degree of product differentiation and the degree oftechnological community of new and existing products;* Market conditions and price movements.Practice shows that the development and implementation of the assortmentpolicy of the company is constantly engaged. The concept of the product life cycle isfairly widespread and used for analysis of products on the market, assess theprospects for its sales, marketing strategy selection.Zolotukhina A.Palekhova L., research supervisorNational Mining UniversityASSESSMENT OF THE OPPORTUNITIES AND THREATS IN THEFITNESS MARKETAccording to the Agency of marketing and "Partners Business" sociologicalresearches, capacity of Ukrainian market of fitness services is estimated at $400million that representing less than 1% of the global market. This figure is much195smaller in the regions, is about $5-20 million. Today fitness activities in Ukraine aredoing little more than 960 thousand people or 2% of the population. This suggeststhat market has a huge potential for development.Analysis of the market saturation of fitness services showed that in large anddeveloping cities these indicators vary considerably. This is largely due to thefinancial security of the citizens. The recent trends are the development of regionalmarkets, significant reduction in price of services, as well as the emergence anddevelopment of fitness chains.The potential market size of fitness services in Dnepropetrovsk is near 2 billiondollars. In the structure of the Dnipropetrovsk regional market of sports andrecreational institutions, fitness clubs, studios and centers make up 37%; about half ofthis market are the gyms and sports clubs. Regional market of fitness services can bedivided into 2 segments: premium and lower classes and it shows that middlesegment is missing. This niche is still very promising.The lower segment are represented by local shaping studios, dancing studios,gyms etc.; the hour lessons costs about 35-40 UAH ($3). Accordingly, the saturationof the market for premium-segment in the region is 20-25%, and for the lowersegment is 50-65%.Due to the increasing trends of sport lifestyle in Dnepropetrovsk is actively findnew fitness centers, dance schools and studios. Consumers can choose among themthe Studio which will meet their needs, will be will be conveniently located andcomply with economic opportunities. That is why in this market competition areincreasing. This increases competition, forcing the companies to develop theiradvantages and exclusive services.Rakassa Dance Studio is working on Dnepropetrovsk market of fitness servicesfor the 10 years. However, the market has more than 50 fitness studios that offersimilar services, and are not inferior in repute, professional coaching staff and thecost of services, which are not very different.Thus, on the one hand, to the Dance Studio Rakassa there are good opportunitiesfor development: the lack of saturation of the market, promotion of healthy lifestyles.On the other hand, there are threats: the active emergence of new studios andincreased competition.

ASSESSMENT OF THE OPPORTUNITIES AND THREATS IN THE FITNESS MARKET

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ASSESSMENT OF THE OPPORTUNITIES AND THREATS IN THE FITNESS MARKET

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