Development of Marketing Plan for Fitlife Health Club

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DEVELOPMENT OF MARKETING PLAN

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Table of contents
1.0 Introduction..........................................................................................................................3
2.0 Assessment task 1- Development of the marketing plan.....................................................3
2.1 Marketing audit....................................................................................................................3
2.1.1 SWOT analysis..............................................................................................................3
2.1.2 PEST analysis................................................................................................................4
2.1.3 GAP analysis.................................................................................................................5
2.1.4 BCG growth share matrix..............................................................................................6
2.1.5 Five forces analysis.......................................................................................................8
2.1.6 Evaluation of the marketing opportunity option...........................................................9
2.2 Development of feasible strategy.......................................................................................10
2.3 Plan achievable marketing tactics......................................................................................11
2.3.1 Part A...........................................................................................................................11
2.3.2 Part B...........................................................................................................................12
2.3.3 Part C...........................................................................................................................12
2.3.4 Part D...........................................................................................................................13
2.4 Measuring marketing effectiveness................................................................................14
3.0 Assessment task 2- Presentation........................................................................................14
3.1 Presentation....................................................................................................................14
4.0 Conclusion..........................................................................................................................14
Reference..................................................................................................................................14

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1.0 Introduction
A marketing plan is a set of the document for the company that includes the analysis of
different analyses of the market. The marketing plans showcase the efforts or prospective
strategies that would allow the organization to achieve the objective and the goals of the
organization. A complete marketing plan considers different parts of the organization carries
out a number of analyses. This also provides the manager a blueprint which is important to
lead the company towards success. This paper furnishes the marketing plans and the analyses
for the company of Fitlife. Fitlife is a privately owned Australia based organization that
provides fitness and health facilities to the customers of the market. This company is the
leader in the market due to the variety it has in terms of sports and fitness requirements. The
aim of this paper is to present different activities related to the company that is included in
the marketing plan of the company.
2.0 Assessment task 1- Development of the marketing plan
2.1 Marketing audit
2.1.1 SWOT analysis
SWOT analysis is one of the widely used methods to understand the strengths and the
weaknesses of the organization. The SWOT analysis for the Fitlife health club is presented
below:

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Internal
Strengths Weaknesses
 The key strength of the company is
that it is well known among the
potential customers of the market.
 The health and wellness
programmes of the health club use
state of the art equipment and
technology (Ambat et al. 2017).
 The health clubs are spread across
uniformly.
 The health clubs are full of staffs
and trainer to help the members of
the club.
 One of the unique offerings of the
health club is that it provides cares
for the elderly and kids so that their
parents or the family members can
train without any problem.
 The staffs and the helpers in the
clubs are highly experienced and
full of past records.
 The main weakness of the health club
includes the absence of direct
marketing strategies for foreign
markets.
 The structure of the business is very
costly.
 The clubs of the company still does
not have a health bar which does not
allow it to gain a competitive edge
over the rival players of the market.
 The cost of operation reflects directly
on the high prices and hence attracts a
lower number of members compared
to the other players of the market Bly
(2015).
 The club is also not much active in
online platforms and hence losing on
some of the opportunities.
Opportunities Threats