E-marketing: Strategies to Increase Gym Membership at National Sports Campus in Ireland

Running head: E-marketing 0
E-marketing
7/27/2018

E-marketing 1
EXECUTIVE SUMMARY
This research report is prepared to find out the factors that hindered the way of increasing the,
membership of National Sports Campus gym in Ireland. Situation analysis of the market is
done through SWOT analysis framework and PEST analysis, this analysis better explains the
market environment, after analysing market various strategies are formulated to increase the
membership of the gym, actions and control plans are also taken for better implementation of
the plans.

E-marketing 2
TABLE OF CONTENTS
EXECUTIVE SUMMARY........................................................................................................1
TABLE OF CONTENTS...........................................................................................................2
INTRODUCTION......................................................................................................................3
MARKET ANALYSIS..............................................................................................................3
SITUATION ANALYSIS......................................................................................................3
OBJECTIVE..........................................................................................................................5
STRATEGY...........................................................................................................................5
TACTICS...............................................................................................................................7
ACTIONS..............................................................................................................................8
CONTROL.............................................................................................................................8
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

E-marketing 3
INTRODUCTION
E-marketing is also known as web marketing, online marketing, or internet marketing. It is
the process of marketing a product, place and service, through the use of internet. Along with
the use of various social media sources, e-marketing also includes email and SMS. People are
more inclined towards internet in today’s era so online marketing is the best way to approach
people. Online marketing has various methods like, search engine optimization, social media
marketing, email, SMS, blogging and many more. Nowadays e-marketing is the most used
method of advertising. National sports campus engaged in various facilities that includes,
gym, indoor athletic training centre, horse sports arena and many more. Here in the report,
focus is on to advertise the gym to increase its membership up to 50000, in Ireland. National
sports campus is facing a drop off in gym membership, because a new gym opened in that
area. So following research is all about to find out the hindrances that led to the fall out in the
membership, and formulation of strategies that will increase the number of members in
National sports campus gym.
MARKET ANALYSIS
Market analysis is all about to find out the factors that affect the functioning of the particular
organization. Here, market analysis is conducted to find out the various factors that become
the obstacle in the increment of membership of the gym situated in Ireland. Market analysis
here is done through the SOSTAC framework.
SITUATION ANALYSIS
Situation analysis of the National sports campus gym is done through the SWOT and PEST
analysis:
SWOT analysis
Strengths:
Goodwill of the national sports campus is the biggest strength of the gym
Provide latest updated technology and equipment to its members
Larger operating hours of the gym
Trainers and personal instructors provide by the gym