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Journal of Applied Management Research ISSN: 2319-1228 Journal of Applied Management Research Volume 5 | Issue No.2 | July 2017 “Women”: An Emerging Segment in Fitness Market A.Latha, Assistant Professor, Centre of Marketing Store, Shopping and Sports Dr.B.Poongodi, Assistant Professor Centre of Marketing The Ice is Melting- Need For Strategic Decision M. Deepa, Assistant Professor, Centre of HR Financial Statement Analysis of Avirate Exports Dr. P. Mohanamani, Assistant Professor, Centre of Finance E -Marketplace and SMEs Business Operations –Will It Pay Way for Operational Efficiency? Dr. P. Nalini Assistant Professor Centre of Marketing & Dr. R. Gokilavani Assistant Professor Centre of Corporate Relations Suguna Poultry Production through Contract Farming Dr. R. Vinayagasundaram, Associate Professor, Centre of Operation Valarmathi Hatcheries Dr.S.Jaisankar,Associate Professor Centre of Operation Consortium Loans – will it work for Indian Banks? Dr. S. Sangeetha, Assistant Professor, Centre of Finance Fly not Kingfisher – A Case on Indian Aviation Industry Dr. S. Sangeetha, Assistant Professor, Centre of Finance Sunshine Distributor - Evaluating Channel Profitability S. Swaminathan, Professor Centre of Corporate Relations Aggregate Planning for Cement Manufacturing Company Dr. V. Kannan, Professor, Center for Operations Airlines Yield Management Dr.V.R.Nedunchezhian ,Professor , Centre of Finance & A.Thirunavukkarasu,Research Scholar, Bharathiar University, Coimbatore KCT Business School Kumaraguru College of Technology Coimbatore, TamilNadu, India ©KCT Business School, Kumaraguru College of Technology, Coimbatore Journal of Applied Management Research. July 2017 ISSN: 2319-1228 Aim and Scope The objective of the Journal of Applied Management Research (JAMR) is to provide a national forum for discussion of advancements in Marketing, Human Resource, Finance, Operations and System Management. The Journal publishes high-quality research articles in all these areas. The Journal particularly encourages articles dealing with national and international issues, practical experiences, and pedagogical aspects including case research, developments in the emerging nations, service management and other non-traditional and innovative areas. Purely theoretical articles should make significant contribution to the existing knowledge. Changes of address and all correspondence should be sent to Chief Editor Dr. Vijila Kennedy Director KCT Business School Kumaraguru College of Technology Coiimbatore 641049 Associate Editor Dr. Jaisankar S Associate Professor KCT Business School Kumaraguru College of Technology Coiimbatore 641049 The data, information, opinions and contents appearing in the articles and advertisements in the Journal are the sole responsibility of the concerned authors or the advertisers. The publisher, Chief editor and Associate editor accepts no responsibility or liability whatsoever for any injury and /or damage to persons or property due to any inaccurate or misleading data,information,opinion and contents that might appear in the Journal. Errors, if any are purely unintentionaland readers are requested to communicate each errors to the editors or publishers to avoid discrepancies in future. KCT Business School, Coimbatore 641049 Email: [email protected]/[email protected] Web : www.kctbs.ac.in Journal of Applied Management Research Content Volume 5 | Issue No.2 | July 2017 “Women”: An Emerging Segment in Fitness Market A.Latha, Assistant Professor, Centre of Marketing Store, Shopping and Sports Dr.B.Poongodi, Assistant Professor Centre of Marketing The Ice is Melting- Need For Strategic Decision M. Deepa, Assistant Professor, Centre of HR Financial Statement Analysis of Avirate Exports Dr. P. Mohanamani, Assistant Professor, Centre of Finance E -Marketplace and SMEs Business Operations –Will It Pay Way for Operational Efficiency? Dr. P. Nalini Assistant Professor Centre of Marketing & Dr. R. Gokilavani Assistant Professor Centre of Corporate Relations Suguna Poultry Production through Contract Farming Dr. R. Vinayagasundaram, Associate Professor, Centre of Operation Valarmathi Hatcheries Dr.S.Jaisankar,Associate Professor Centre of Operation Consortium Loans – will it work for Indian Banks? Dr. S. Sangeetha, Assistant Professor, Centre of Finance Fly not Kingfisher – A Case on Indian Aviation Industry Dr. S. Sangeetha, Assistant Professor, Centre of Finance Sunshine Distributor - Evaluating Channel Profitability S. Swaminathan, Professor Centre of Corporate Relations Aggregate Planning for Cement Manufacturing Company Dr. V. Kannan, Professor, Center for Operations Airlines Yield Management Dr.V.R.Nedunchezhian ,Professor , Centre of Finance & A.Thirunavukkarasu,Research Scholar, Bharathiar University, Coimbatore Editorial Advisory Board Dr.Arup Barman Jawaharlal Nehru School of Management, India Dr. Shiv Tripathi Mzumbe University Business School, Tanzania Dr. Vinnie Jauhari Institute for International Management, India Dr. Rajiv Menon Yanbu Industrial College, Saudi Arabia Dr. K.B.L Srivatsava Indian Institute of Technology, India Dr. Rajendra Nargundkar Indian Institute of Management Technology, India Prof.Mohammed Abbas Ali Al Ghurair University, Dubai Dr. Gunaratne. B. Wickremasinghe Victoria University, Australia Dr. Sampath Ranganathan University of Wisconsin, USA Dr. Sabrina Hegner Consultant, Germany Dr. Yogesh. K. Dwivedi Swansea University, IK Dr. Kirupa Priyadarsini KCT Business School. India Reviewer Board Dr. Debajani Saboo Indian Business School, India Dr. Sheenu Jain Jaipuria Institute of Management, India Dr. K. Chitra Sri Ramakrishna Engineering College, India Dr. Sudhanshu Joshi Doon University, India Mr. K.B. Nidheesh Pondicherry University. India Editorial Advisory Board WOMEN-AN EMERGING SEGMENT IN FITNESS MARKET Dr.Arup Barman – A CASE ON RAMBO FITNESS EQUIPMENTS PVT LTD Jawaharlal Nehru School of Management, India Dr. Shiv Tripathi Mzumbe University Business School, Tanzania A. Latha Dr. Vinnie Jauhari Institute for International Management, India Dr. Rajiv Menon Yanbu Industrial College, Saudi Arabia Dr. K.B.L Srivatsava Indian Institute of Technology, India Dr. Rajendra Nargundkar Indian Institute of Management Technology, India Prof.Mohammed Abbas Ali Learning Objectives: Al Ghurair University, Dubai • To enable the students to understand the role of consumer motive in understanding the consumer behavior in the field of fitness centre Dr. Gunaratne. B. Wickremasinghe Victoria University, Australia • To equip the students to analyze and interpret primary and secondary data to describe the trends in fitness centers Dr. Sampath Ranganathan • To equip the students to device marketing strategies with respect to Segmenting, Targeting and Positioning University of Wisconsin, USA Dr. Sabrina Hegner Consultant, Germany Dr. Yogesh. K. Dwivedi Swansea University, IK Dr. Kirupa Priyadarsini KCT Business School. India Reviewer Board Assistant Professor, Centre of Marketing Dr. Debajani Saboo Indian Business School, India KCT Business School, Kumaraguru College of Technology, Coimbatore | [email protected] Dr. Sheenu Jain Jaipuria Institute of Management, India Dr. K. Chitra Sri Ramakrishna Engineering College, India Dr. Sudhanshu Joshi Doon University, India Mr. K.B. Nidheesh Pondicherry University. India 5 ABOUT RAMBO FITNESS EQUIPMENT PRIVATE LTD: Rambo Fitness Equipments Pvt Ltd is a company serving the society by guiding people into healthy life style. The organization was founded in the year 2005. Rambo started their first showroom in Tamil Nadu. Since then the company is consistently expanding their operations across India. Rambo Fitness Equipment Pvt Ltd imports fitness and health care equipments and distributes it through 62 branded retail outlets in India. The company has 14 direct showrooms in 8 cities of South India and well connected with 39+ dealers across all parts of India. Direct branches are available at Chennai, Bangalore, Coimbatore, Mangalore, Trichy, Thanjavur, Erode, Salem, Madurai, Cochin, Cuddapah, and New Delhi. Providing reliable services, on time delivery, cost efficiency and uncompromising quality are the core facts which made Rambo to reach almost 10, 00,000 customers within a very short span. The organization has a strong Marketing staff of 60 sales people, 30 service engineers and 30 support staffs. The organization has products to support fully Commercial Gyms, Apartment Club House, Corporate, Institutions and Home use in both Cardio & Strength Series. Welcare has unique products like multipurpose Treadmills (4 in 1 and 7 in 1 models) which makes customers save space and money. BUSINESS DIVERSIFICATION: With enormous exposure in selling fitness products to clients across India and ongoing demand for the fitness centers across India, now Mr. Ramesh, Founder and Director of Rambo Fitness Private Limited is interested to go for business diversification by opening up fitness centers for both men and women. Academic reviews reveal that 50% of the customers visiting GYM are predominantly women. This made the management of Rambo to explore the market further to decide whether to open an exclusive Women fitness centers or Unisex centers. To understand the requirement of Women segment, M/s of Rambo have conducted a survey with 280 women visiting gyms at various locations in Coimbatore. Further investigation and analysis on women behavior and fitness market reveals that, to become fit is one of the major motives of the women visiting the gym (Exhibit IV). Women in general expect and consider a well qualified trainer,
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