Problem
Gym Franchisor flexible membership options, such as month-to-month, 1 year, two years - all these options will have terms and conditions. By having flexible membership options will enable the members or potential members to choose options that best suit them, for example, a tourist who is visiting the country for a month who needs the state-of-the-art fitness centre should be able to sign up for a one-month plan without any penalties and termination fees. There's a new gym franchisor that is entering the market in few months to come.
Task
How could the existing Franchisor consider affirming its space in the market? Should it offer promotions or adverts?