Case Study: Good Shepherd Hospital

Case Study: Good Shepherd Hospital

Analysis of Market Research for Establishing a Community Fitness Center

Jonathan Ohlendorf

DeVry University

Good Shepherd Hospital was determining the potential demand for a fitness center and the tool that was used in the conduction of the research was a survey, which was a good approach but in the end not enough. After conducting a survey on the overall interest of the fitness center for the employees and community residents they received positive results that they thought would pay off. They found out there was genuine interest in a fitness center within the community. It was an effective research because it identified the demand and showed some level of interest in the operation of a fitness center.

Conducting marketing research on the general public is a good idea but less effective than it would be to segment the population into specified traits before selecting a sample and target market to shape your marketing mix around. Getting a sample from segmented population and then comparing one segment to another would be more effective in the approach of this market research. Segmentation involves finding out what kinds of consumers with different needs exist. Having a business where you cater to inhabitants of different nature should consider what a certain group likes and what they prefer if they don’t like something. Also in some cases it’s an effective marketing strategy to satisfy the needs of the largest segment of population that has a standardized opinion of how that facility should cater to the public and it also makes more sense to play into the majority of the consumer base so you have higher customer turn out using your facility. And it’s important to remember, what one group would want may not be anything like what the other group wants and vice versa. This way, the marketer would know on how to address the specific needs of every customer or if he prefers to only satisfy one particular target market,...