Marketing Plan for FitLife Health Club

MARKETING PLAN
FOR
FITLIFE HEALTH CLUB

Part A: SWOT Analysis
Strengths Weaknesses
The advantage of the organization is that it has a
steady stream of clients who are eager to get fit.
We have the latest fitness equipment in the
industry to be competitive
The unique resource is offering corporate fitness
center members a promotion or discount rate
The factors that mean we ‘get the sale’ are sending
automated reminders to clientele and running an
affiliate program for the members.
The Unique Selling Proposition is to offer free-trial
period for new clients that runs for 2 weeks.
The health club could improve their outreach to
potential clients on social media because it a
fairly new business.
As we are just starting the health club, we
should avoid taking huge bank loans.
People are likely to see our focus on individual
membership only as a weakness.
The factors that cause loss of sales are
inadequate marketing online and offline in
addition to old fitness equipment.
Opportunities Threats
The good opportunities we can spot are developing
corporate programs to offer as internal marketing
tool as well as a lack of dominant competition.
An interesting trend is that people want to eat
healthy and be fit.
The obstacles we face are mainly in form of
regulations and taxes.
Our competitors are open 24 hours a day yet
we only open 10 hours a day.
Changing technology disrupts every business
and the health club is also affected in that some
of our equipment become outdated overtime.
Part B: PEST Analysis
Elements Factors
Political As the general elections approach, the federal government is likely to increase taxes
for corporates and health clubs, thereby reducing our membership rates. Business
regulation is also likely to introduce new taxes and increased scrutiny for health clubs.
The political measurement of the general condition influences business action. The
logic of the political gatherings in control impacts business practices.
Economic Economic variables allude to the character and course of the economic framework
inside which the health club works. Economic variables incorporate the condition of
the business cycle, the conveyance of pay inside the populace, and administrative
money related and monetary approaches. This piece of the investigation regards the
general prospects for the economy. Loan costs (interest rates), in numerous nations,
are chosen by a national bank.
Social-
cultural
Social-classes would be another perspective influencing the consumer behavior. This
alludes to the national status pecking order by which gatherings and people are
recognized as far as confidence and distinction. As per David & Amanda (2005), the
urban populace is more than 93% with a per capita salary of 9.1% which unmistakably
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exhibits development among social classes.
Technology Technology is a part of the condition a firm ought to consider in creating vital plans.
Changing technology may influence the interest of a company's items and services and
its creation forms. Technological changes may make new open doors for the firm, or
undermine the survival of an item, firm, or industry. Technological advancement keeps
on moving at an undeniably quick rate (Laura et al, 2014).
Part C: GAP Analysis
According to Lucia , Salvador & Philip (2017), gap investigation is an exceptionally valuable device for
helping marketing chiefs to settle on marketing techniques and strategies. Once more, the
straightforward apparatuses are the best. There's a direct structure to take after.
Market
Objectives
Gap Actions bridging the Gap
Market
Development
A small client base exists Offering incentives to new clients
joining the health club
Market
Penetration
The penetration rate is 5% currently Increased promotion as well as
appropriate marketing mix.
Diversification Fitlife Health Club currently focuses on
individual membership only.
The recommended action is to
diversify to corporate clients.
Product
Development
The fitness equipment is relatively
obsolete.
Acquire new equipment.
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