Fitlife - Health& Well-being Industry | SWOT Analysis | Marketing Plan

Added on - 23 Jan 2020

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Activity 2
Table of ContentsExecutive summary....................................................................................................................................2Company background................................................................................................................................2Competitor Analysis..................................................................................................................................7Key Statistics...............................................................................................................................................8Marketing mix............................................................................................................................................9References................................................................................................................................................11
Executive summaryFit life health club management serves as one of the industry leaders in the sport andfitness segment. This club provides multiple services to its customer across the country. This Fitlife health club is grown from last two decades and plays critical role in the Australian economy.The health and wellbeing industry is a dynamic sector and it has been developed since from lastdecades. An evaluation of company strength, external opportunities and threats., weakness helpin preparing strategic analysis and marketing plan. Therefore in the present situation thefollowing key drivers which shape the health and wellbeing industry.Company backgroundFitlife is a private organization which is based on Sydney based Australian club chain.This club have 182,000 active members in Australia in its 70 health club. Fitlife club is one ofthe leading club who server different type of offers to its customer. Its different club in differentarea provide facility such as swimming, Gymnastics hall, classes for Yoga body attack, batburner etc and recreation hall which include table tennis, badminton and net ball.Mission, Vision and valuesMission statements:Mission of fit life club is to engaged in community and to provideinnovative health clubs to its customers. It want to deliver lifestyle program which can encouragepeople of all background, ages and abilities to live health and active life.Vision Statement: Vision of fit club is to provide high quality services to customers it givepriority to gymnastics, wellness and quality fitness through innovative program and serviceswhich result in suitable changes in lives of those who join fitness club.Values: Fit club is stimulated for promoting the quality of life to everyone who join theirorganization on the basis of quality, energy, accountability, diversity, integrity, care,responsibility etcs.Statement of goals and objectivesGoal of Fit club for the next two year is as follows:To make distinction product and to continue premium pricingTo commence innovative standard of living and healthy programTo expand the retail part of the company so that it can easily increase fitness and lifestyleprogram to begin in new marketplace
To Build a Physio-gym culturesGeneral objectivesTo increase profit of organization upto 20% within a one year.To increase sale of its product upto 18% within a 15 monthTo enhancethe customer retention rate every year till the next five year.Specific marketing objectivesTo build up one or two wellbeing and fitness program till the end of year 2017Commence the fitness bar in the most income generating and competitive health club innext 6 month.Situation analysis is one of the reasonSWOT analysisStrength of fitness clubThe strength of fitness club is that ithave excellent brand awareness, marketleadership and strong brand image inmarket.It used advance technology which helpFit club in providing high quality andinnovative services to its customer.It promote culture diversity andinnovative culture to customer with thesupport of high class trainers.There are high number of equipmentavailable in club which is used bytrainer in peak hours.One of its another strength is that itorganize special classes for the elderlyand children and allow it parents towork out freely.WeaknessOne of its weakness is that fit clubcharged high cost in which it includeservices delivering, maintainece chargeand labour cost.Its online presence is very weak due towhich their are lots of people are notaware of its products and services.Due to high price structure it attract lessinternational students which enable itscompetitor to get chance for hiringinternational student.
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