Organizational Structure

RRR Fitness Center is one of the oldest gym at City Homes Resort Ville Dasmarinas Cavite. It
managed by Mr. Rommel Guinucod a former manager of Star City for 17 years. RRR stands for
“Rommel, Ron and Roy”. Rommel is an alumnus of Polytechnic University of the Philippines,
also took accountancy major in E-Commerce. In 2011 to 2013 the owner decided to hire staffs to
manage the business since he’s still working at that time. The staffs are responsible for the
cleanliness of the center as well the maintenance of the equipment’s, staffs before also assisting
the client’s concerns. Then in 2014 he decided to run the business by himself and with the help
of his family.

Owner
Mr. Guinucod

Staff 1 Staff 2

Figure 1: Organizational Chart of RRR Fitness Center (2011 to 2013)

Public Relation Program

Public Relations (PR) is an important field that every businesses and companies use strategically
to connect with their consumers. PR involves maintaining the relationship with the
customers/public to promote the business and creating a good communication as well. RRR
Fitness Center is a goal oriented center that is designed to help the clients achieve their goals
through exercise. Maintaining relationship with the clients can create harmonious environment.
Communication is key to success, through communication, relationship between the clients and
the business will establish at the same time, clients feel they are important. As part of the
campaign of the center they help the beginners, the owner himself is the one who assisting the
new clients specially for first timers. The center also has water dispensers for the clients at the
same time fitness magazine and poster for their guide. By this kind of campaigns, it involves
understanding the clients and providing their simple needs.
Customer Profile
The city of Dasmariñas is one of the fastest growing local government units in the province of
Cavite. By the fast growing of economy in the province, business are very visible and different
establishments like malls and shopping centers can be found.

The figures below show the demographic profile

Gender of customers in Dasmariñas

Age Groups
0-
65+ 14
Female; Male; yea yea
327,600 rs rs
331,419 4% 29
; 50% ; 50% %

15-
64
yea
rs
67
%

Gender Age Group

Male 327,600 0-14 years 192,261
As the Female 331,419 figures show 15-64 years 443,626
Total 659,019 65+ 23,132
above, the
population of genders are equally divided based on
2015 Census for Dasmariñas and with regards with the age group, 15 to 64 years old occupies
67% of the total population. This segment will be the target market of RRR Fitness Center since
this segment can categorized as young adults and professionals. RRR Fitness can cater the
market since it’s open for all ages. Strategically, we can take advantage the wide span of the
segment since we can cater different ages of fitness enthusiast.
Customer Preference
Customer has their own reason why they go to a fitness center, every customer has their own
goals and objectives, usually of them wants to stay fit and healthy, others are aiming to lose
weight or gain friends. Here are some reasons and preferences of every customer why they go to
a fitness center.

Physical Environment
The ambiance is one of the factors that they considered, having a peaceful place to exercise is a
big factor to have a peace of mind, People usually go to the gym because they want to relieve
their stress while exercising.

Equipment’s
Gym equipment’s are also one of the preferences of customers in a fitness center. Complete
equipment’s and tools are assets that can attract more customers, having this equipment’s
complete, they tend to maximize everything and find a value for their money. Well maintained
equipment’s can be also considered since all the customers are using it. It can be additional score
for the quality of the service of the center.

Staffs
Having a friendly staff is the biggest asset of a fitness center, Staff maintain the good
relationship with the clients and building connection with them. Maintaining the clients is the
biggest challenge in every fitness center because of the competition thru out the market, but by
the help of the staffs it will be an asset to the center since their retaining existing customers and
by the help of word of mouth, existing clients can recommend the center for the outstanding
service.

Promos and Deals

Everyone loves promos and discounts, by strategically planning, promos and deals can lead to
profit and loyalty for every client. Attracting new customers using deals and membership are
very challenging since everyone is doing it. The big challenge here is how we will be unique to
others. Promos and deals are not only for profit but it also increases brand awareness and it
builds the brand identity.