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Ēvolvō: The Marketing Mix to Scale a Fitness Business
內容大綱
In early 2020, Daniela Suarez, a dynamic fitness entrepreneur, opened a successful studio in downtown Montreal, earning a loyal clientele with her energy and passion for holistic health. When COVID-19 shutdowns forced her to close, she quickly pivoted to online training, inspiring clients and growing her brand with engaging fitness and nutrition content. A fitness contest winner and nutrition textbook author, Suarez leveraged her expertise to cultivate a strong online following.<br><br>She later expanded into e-commerce with Ēvolvō, offering resistance bands and fitness apparel through drop shipping. While sales showed promise, new challenges emerged: What products should she offer? What mix would be optimal? How could she boost sales and profitability?
學習目標
This case captures a variety of key marketing concepts and can be integrated in many marketing courses, including marketing principles, services marketing, new products, digital marketing, consumer behaviour, brand management, and entrepreneurship. It is applicable for courses at both the undergraduate and graduate level. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Appreciate the resilience of a female entrepreneur.</li><li>Better understand the marketing mix.</li><li>Analyze the consumer behaviour of a fitness market segment.</li><li>Apply contribution margin and break-even analysis to make better product mix decisions.</li><li>Generate new products for a product mix.</li><li>Appreciate the significant impact of pricing on profitability.</li><li>Generate solutions to scale a business using promotion.</li><li>Employ an Ansoff Matrix to formulate recommendations with respect to markets and products to generate growth, given limited resources.</li></ul>
涵蓋主題
- Ēvolvō brand
- fitness entrepreneur
- resistance bands
- activewear
- holistic fitness
- social media marketing
- marketing mix
- product mix
- pricing strategy
- consumer behavior
- digital marketing
- brand management
- new product launch
- services marketing
- break-even analysis
- contribution margin
- business scaling
- Ansoff Matrix
- promotion strategies
- fitness market.