Strategic Marketing Plan 2015-2020 for Fitlife Health Club

The assignment details provide a comprehensive outline of the strategic marketing plan for Fitlife Health Club from 2015 to 2020. It includes different activities that affect marketing operations such as code of practice, ethical principles, legislation and regulation, and safety issues. Additionally, it identifies various strategies to find marketing opportunities such as brand choice model, experimental design technique, central tendency, conjoint analysis, cross-tabulation, perceptual maps, game theory, and data mining. The document is suitable for students who need to analyze and understand marketing strategies and opportunities in a real-world scenario.

Fitlife health club strategic marketing
plan 2015-2020

Table of Contents
Question 1........................................................................................................................................1
Question 2........................................................................................................................................2

Question 1
There are different activities that affect the marketing operation to take place in the
organisation such as code of practice, ethical principles etc. these activities are as follows:
 Code of practice: It is the guidelines which is issued by professional association and the
official body to their members that help them to comply with the standard ethics. Marketing
code of practice are the set of standard that are made for the markets so that they can't able
to break the rules and regulation and promote the best practice and deal in the honest and
fair way. Different company various operation and these operations are affected by the
codes of conduct, by such codes organisation can't use price discrimination, use ethical
promotion techniques etc.
 Privacy and confidentiality : it is the process of controlling access to oneself which
includes physical privacy and it is also related to information which means handling the
personal information so that will not harm the interest of the individual. Organisation need
to keep all the information of the customer in the privacy so that client will trust on the
company.
 Ethical principles: It is the guidelines which is in the particular dilemmas that may be
analysed and follows by the organisation, marketing ethical principles are all the marketing
channels should communicate the true and fair information and they need to be aware that
the advertisement will not harm the emotion and values of individual.
 Legislation and regulation: there are different laws relates to the marketing operation that
are bait advertisement is the promotion given of that products that are not fulfilling the need
and expectation of the customer and this activity is illegal. Organisation need to be aware
that the branding statement will not represent in the false way and not communicate the false
information.
 Safety issues: Distribution and marketing safety committee arrange activities and programs
to enhance the performance of the companies in the marketing operation. It helps the
organisation to enhance their safety performance and manage good and fair practices.
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Question 2
There are different strategies that help the organisation to identify the marketing
opportunities. These strategies are as follows:
 Brand choice model: it is the model of decision making process by the individual and
segment through the revealed preferences or the stated preference that is made in the
particular context. This method uses the discrete choices in order to infer positions of the
items on some relevant latent scale. Costumer has the right to choose the brand what they
want, organisation can make research on the preference of the clients so that they can able to
find that how they can able to fill that opportunities and gain competitive advantage.
 Experimental design technique: It is the process of making research and act of organising
the investigation and test. This test is made in the market so that organisation can able to
find the opportunities. Having control over the conditions of the experiment, company can
able to record the information and make the decision which is based on the customer
behaviour. This method is basically implemented to maximise the revenue and minimising
the cost by acquiring the new customer and retaining the old customer.
 Central tendency: It is the process by which single value is described in the way of group
of the data cluster around the central tendency. In the simple words, it is described in the
centre of the data set. Organisation may able to identify the different opportunities by
applying data which is analysed in the central tendency. It helps company to find out growth
prospectus, sales and revenue etc.
 Conjoint analysis: It the statistical tool which is based on the survey which help the
organisation to do market research. This research helps the company to find that how
customer behave towards the different attributes of the products and services. The research
is based on the survey, questionnaire is created to collect the data, different respondent are
selected from which questionnaire is filled. This help to organisation to find the taste,
preference, needs, wants and expectation of the customer. By this analysis organisation can
able to identify different opportunities which help them to sustain in the market.
 Cross tabulation: it is the process of identifying and analysing the relationship between the
multiple variables on the basis of quantitative way. It also helps to identify the co-relation
change from the one variable grouping to the other variable. In this method statistical
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analysis is done to find out the trend, pattern and probability within the raw information.
This trend and pattern helps the organisation to find out that the opportunities will grow or
will reduce and on basis of that they take decision.
 Perceptual maps: It is the process design to visualise that how the target market and
consumer understand the market position of the rivals products in the market place. In
simple words, it can be said that it is designing of map in which consumer understand and
perception is being plotted. It helps to understand that marketers that where the company
stand I the consumer perception and what clients rank their company in terms of
characteristics and the rivals companies. It is basically knowledge of the marketers rather
than market research.
 Game theory; it is the branch of maths which helps the companies to analyse the strategies
so that they can deal with the competitive situation where the result of the participants
choice of decision are depended critically on the action of other participants. This theory
helps the organisation to identify the customer preferences, lead generation etc.
 Data mining: it is the process where the companies turn raw data into the finished and used
information. By using different strategies, company can able to loot at the different pattern
in the large group of the data. Firm can able to learn more about their clients and create
more effective marketing strategies and helps to increase sales and decrease cost.
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