Competitor Analysis

There are two competitors that Dance Moves Studio (DMS) would be
facing in the Nilai area. The two competitors are; Dream Fitness Studio
and also Bee Fit and Fun Studio.

a) Dream Fitness Studio

Dream Fitness Studio is located in the middle of Nilai town. They have three
main dance classes that they offer throughout the month. They are; Zumba
dance, freestyle dance and step up dance. The studios market is mostly
people from the age of 25 to 34. Dream Fitness Studio has five (5) dance
instructors for all type of dance. However, they attract more customers by
providing a class only for ladies every month. This is an example of an
attractive marketing method to attract more customers.

SWOT Analysis
Strengths Weakness
Attractive location Fees per class is higher
Instructors are knowledgeable and Limited spaces for student
experienced
Opportunities Threat
Certified dance instructors Change of customers demand
Increasing number of people Increasing number of competitors
interested in joining dance class

b) Bee Fun and Fit Studio

Bee Fun and Fit Studio is located in Desa Cempaka, Nilai, not far from the
Nilai town. Other than normal dances, they also focused on dances that have
the fitness elements in them. For example, they provide Masala Bhangra and
aerodance classes as well. Most of their students are from the age of group
25 to 34 and 35 to 44.
 SWOT Analysis
Strengths Weakness:
Provide different type of dance Only one instructor
classes Limited class slot for customers
Strong customer base
Opportunities: Threat:
Attracting customers that are Change of customer demand
fitness driven Competitors offering the same
Retaining targeted customers with service
service provided