Gymshark Marketing Plan

Gymshark marketing plan1
GYMSHARK MARKETING PLAN
Name:
School:
Department:
Date:

Gymshark marketing plan 2
Executive Summary
This report evaluates environmental factors affecting Gymshark. An assessment of an internal
and external environment is done to identify the business marketing objectives. The present
situation of the company is investigated using SWOT assessment. An external environment is
examined through the use of Porter's five forces and pestle analysis framework. The internal
environment of the company is reviewed by use of 7Ps of marketing mix, value chain analysis
and McKinsey 7S model. The report recommends that the company upsurge the product
portfolio and brand value to increase the market share and maintain competitiveness. Gymshark
concentrate on brands for individuals who need quality apparel that satisfies their expectation.
Therefore, the company should develop their brands, continue with digital marketing and keep
its direct marketing approach. It is recommended that the company hire qualified personnel to
sell and market their products. And by this, it will be able to achieve the goals of increasing and
improving market share.

Gymshark marketing plan 3
Table of contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Environmental and competitor analysis...........................................................................................6
Pestle analysis..............................................................................................................................6
Political.....................................................................................................................................6
Economy...................................................................................................................................6
Social........................................................................................................................................6
Technology...............................................................................................................................7
Environment.............................................................................................................................7
Legal.........................................................................................................................................7
Porters Five Forces.......................................................................................................................8
Internal analysis...........................................................................................................................9
The marketing mix (4ps)..........................................................................................................9
McKinsey 7S model.................................................................................................................9
Value chain.............................................................................................................................11
SWOT analysis..............................................................................................................................11
Marketing objectives.....................................................................................................................12
Segmentation, targeting, and positioning (STP)............................................................................12
Segmentation-demographic.......................................................................................................13
Targeting-differentiated marketing............................................................................................13
Brand positioning.......................................................................................................................13
The marketing mix (4ps)...............................................................................................................13
Product.......................................................................................................................................13
Price...........................................................................................................................................14
Promotion...................................................................................................................................14
Place...........................................................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Gymshark marketing plan 4
Introduction
Established in 2012 by Ben Francis, Gymshark is an online gym clothing firm in the fitness
business. The enterprise has a different selection of gym outfits for men and women such as
leggings, vests, T-shirts, and Hoodies. With export sales of £30.8M last year equating to 128%
growth, Gymshark was rated 16th in the Sunday Times International Track 200 as among
companies growing its oversea transactions. Overall sales at the end of the 2017 financial year
are £40.5 million (Gymshark 2017). The Gymshark is recognised for its reasonably priced gym
kit for men and women. Trend-concentrated merchandises come in technical textiles with retail
costs ranging from £20 for T-shirts to £80 for parkas (Endole Suite 2017).
The company has been known as the fastest developing in gym gear in the United Kingdom
(UK). According to Gymshark (2017), the company has realised one of the incredible
milestones. The business started to link with YouTubers, Instagrammers and bloggers that wear
their clothes (Brusin 2016). The company has supported top global Instagrammers, Bloggers,
and Youtubers, with a joint following of 30 million (Gymshark.com 2017). The company's
background and user engagement are slightly distinctive compared to other retailers. The
company’s sponsorship is not merely about the sportsperson, but also how individuals can
positively impact others (Gymshark 2017). The sector is dominated by Nike and Adidas but has
lately seen the influxes of non-specialists into the market including H&M, Primark, Ted Baker,
Topshop, Boohoo, Whistles, ASOS, Superdry and all have style credentials and loyal consumer
following (Gymshark 2017). The paper will discuss the SWOT analysis, marketing mix which
can assist the company in identifying the marketing objectives. Thus, the main aim of this paper
is to find out marketing objectives which will help Gymshark grow and improve market share,
and also to have a competitive edge over its competitors.