TURNAROUND STRATEGY FOR STAGNANT MARKET CONDITION ON FITNESS BUSINESS IN SOUTH JAKARTA INDONESIA
This research is case study on how the turnaround strategy to growth strategy. The phenomenon is stagnant to declining condition on fitness business in Jakarta city. The objective of research is evaluate the condition of stagnant market of membership Fitness business in South Jakarta Indonesia. The method of this research is the Cause-effect examines the correlation and effect between two or more variables. The author carries out the research by using quantitative descriptive approach with cause-effect method using simple and multiple regression. The author finds that there are correlations and effects of independent variables such as product, price, location, promotion, people, process and physical evidence to customer loyalty. The result of this research shows that marketing mix variable such as product, price, place, promotion, people, process and physical evidence partially have significant effect to customer loyalty. The author find that managing people is very important as the front liner and as the main of the strategy.
 Boyd, D. P., (2011). Lesson from turnaround Leaders. Strategy & Leadership, 39(3), pp. 36-43.
 Day, G. & Moorman, C., (2013). Regaining Customer Relevance: The Outside-in turnaround. Strategy and Leadership, 41(4), pp. 17-23
 Hasan, A. (2013). Marketing and Cases, Jogjakarta Indonesia, CAPS (Center for Academic Publishing Service).
 Hitt, M A., Duane, I. and Hoskisson, E. (2001) Strategic Management: Competitiveness and Globalization, 4e, Thomson Learning.
 Hoffman, R.C. (1989) Strategies for corporate turnarounds: what do we know about them. Journal of General Management, 14 (3 Spring), 46–66. accessed Dec 09 2017 https://www.researchgate.net/publication/257303527_Turnaround_Strategy
 Kotler, P. & G. Armstrong. (2008). PThe Principal of Marketing, 12th Edition in Indonesian language, Jakarta, Erlangga Publisher.
 Lovelock, C. H. & L. K. Wright. (2007). Marketing Services Management, The translate to Indonesian Language, Jakarta, Indeks Publisher.
 Maister, D. (2016) The only Competitive Advantage in Professional Service [online] accessed on 1 May 2016 from http://www.davidmaister.com/articles/18/85/
 Markides, C.C. (1999). To Diversify or not Diversify, Harvard Business Review,75(6); 93-99.
 Markides, C.C. (1999). A Dynamic View of Strategy, Sloan Management Review, 40(3); 55-63.
 Porter, M.E. (1987). From Competitive Advantage to Corporate Strategy, Harvard Business Review, 65 (3); 43-59.
 Ramaswamy, V.S. and Namakumari, S. (1999). Strategic Planning: Formulation of Corporate Strategy (Texts and Cases)-The Indian Context , 1e, Macmillan India Limited.
 Simons R. (1999). How Risky is Your Company ? Harvard Business Review; 77 (3); 85-94.
 Srivastava, R.M. (1999). Management Policy and Strategic Management (Concepts, Skills and Practice), 1e, Himalaya Publishing House.
 Tharrett, S. J. & J. A. Peterson. (2006). Fitness Management, Monterey, CA: Healthy Learning.
 Thompson, A A. (2017). Crafting & Executing Strategy, The Quest for Competitive Advantage; Concept and Cases, 21st edition, McGraw-Hill Higher Education.