Date: 2022-06-02
Level: Bachelor Thesis in Business Administration, 15cr
Institution: School of Business, Society, and Engineering, Mälardalen University
Authors: Samuel Andersson Emma Berg Albin Lundgren
99/09/15 99/08/12 99/04/03
Title: Digital Marketing Strategies for Startups in the Fitness Industry
Supervisor: Ali Farashah
Keywords: Digital Marketing, Startups, Physical Fitness, Social Media, Big Data
Research Question: What digital marketing strategies do startups in the fitness industry implement to position their brand to targeted customers in the absence of big data?
Purpose: This study aims to provide fitness startups with information to reach their target customers without the use of big data, as well as which marketing strategy is the most effective for a startup.
Method: The approach of this study was a qualitative approach. The layout of the qualitative approach is presented by using semi-structured interviews with questions that are open-ended. In addition, this study has implemented a deductive approach using three predetermined propositions, relating to the literature review and the research question. The authors have also utilized an inductive approach, where the data that has been gathered from the interviews will be analyzed. As the authors are interested in the explicit content presented by the primary data and have not made any underlying assumptions, the analysis has a semantic approach.
Conclusion: While analyzing the findings, the authors of this research paper present a marketing strategy suitable for startups in the physical fitness industry. This marketing strategy involves highly relevant components such as social media marketing, creating customer value, segmentation, and pricing strategy. It was apparent that there is a gap between existing literature and the current reality, where the authors filled a gap when presenting the findings from the primary data.
2022. , p. 44