Market Analysis, Business Goals and Objectives of a Digital Product for the Wellness Industry

The paper "Market Situation Analysis, Goals and Objectives of Digital Product Business for Wellness Industry" is devoted to analysing the wellness market in the world and in Russia, defining the goals and objectives of digital product business. The purpose of this paper is to present a detailed multilateral analysis of the current market situation for the future possible launch of the selected digital product. To achieve this goal, the following tasks have been performed: characterisation of the global wellness services market and its Russian segment, study of competitors, comparison of the selected product with analogues on various parameters, analysis of barriers to entry into the wellness services market, definition and description of the target market, justification of the attractiveness of the industry, market segmentation. In order to fulfil the tasks set, such tools as Michael Porter's 5 competitive forces model, the classical method of audience segmentation, and competitive analysis by consumer perception factors were used. In the course of the research, the objective of the work was successfully achieved - to study and prove the prospects of the wellness industry in the world, the market situation in Russia in particular was analysed. A significant growth in demand for digital solutions in the sports sector has been identified, which indicates the potential of this market. The study also took into account the trend towards a healthy lifestyle. The study helped to identify the prospects for digital products in the wellness industry in Russia, to identify the trend towards digital solutions in the sports segment, to consider the problem of finding a training company and to identify business goals and objectives in this area. Despite the competition and the need for large investments, there is an opportunity to successfully compete in the market and attract its audience.