International Marketing and Sales: A Strategic Plan for Pure Gym in Netherlands

International marketing and
sales

EXECUTIVE SUMMARY
This report presents about the international marketing and sales with respect to the
company name Pure Gym in UK. The company comes up the expansion plan in other country
with the objective to increase its global presence and profitability. This report consists of the
strategic marketing plan including key issues that the company might have to face while
expanding business in Netherland. It also consists key consideration on risk and the control
factors that the company should take into account while entering into the international
market. On findings, it is recommended that Pure Gym should implement its plan in
Netherland sit has immense opportunity.

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................4
Task One: The Marketing Plan..................................................................................................4
1.1 Value Proposition.............................................................................................................4
1.2 Key findings facing the organisation...............................................................................6
1.3: Set and justify Marketing Objectives..............................................................................7
1.4: Strategic Marketing Plan.................................................................................................8
1.5 Marketing Tactics, both Traditional and Digital..............................................................9
1.6: ACTION PLAN............................................................................................................11
1.7: Ethics, Sustainability and CSR.....................................................................................13
1.8: Controls, Measurement, Review, Risks and Contingencies.........................................13
CONCLUSION........................................................................................................................14
TASK 2....................................................................................................................................14
REFERENCES.........................................................................................................................17

INTRODUCTION
International marketing refers to the application of marketing principles on an
international level which means that decisions are required to be taken not just according to
single country but for multiple countries where business is. The businesses go for
international expansion for increasing its sales turnover and also for achieving economies of
scale. In this report, Pure Gym is taken as an organization which is the leading gym operator
in UK. It was launched in 2009 and provides low cost fitness facilities and is mainly focused
on customers. The country is currently deciding to expand its business globally in the country
like Netherland. This report carries out a marketing plan for the organization. It highlights
about the value proposition, the key issues and problems faced by the company and the
prevailing market environment. Analysing the target customer group and what are marketing
tactics that can be used in order to achieve the stated. This report also covers the financial
plan which will be helpful in completing the project effectively, it also includes the ethical
principles that can be implemented by the Pure Gym.
Task One: The Marketing Plan
The marketing plan is the report that outlines the marketing strategies such as
advertising and other marketing efforts for the coming year. It basically includes the business
marketing and advertisement goals, analysing the current marketing position of the business,
timeline within which task is required to be completed. It also describes about the target
market and customers preferences.
1.1 Value Proposition
Stakeholders are very important to business and effective management of them
increases the chances of success. For effectively managing the stakeholder groups of Pure
Gym Mendelow’s Matrix is used (Gym Topco Limited. 2017). This matrix analyses the
stakeholders based on the power and interest. Power refers to the ability to influence the
business strategy and interest means how much stakeholders are interested in the organization
or a particular project.
According to the matrix, the stakeholders in grid A with lower interest level and low
power to influence and thus requires minimal effort by the organization. In Pure Gym, it
includes suppliers and consumers. Grid B includes those stakeholders who have high level of
interest in the business but possess less power, still can influence the views of others. This
slab represents the employees which in case have the trade union would have definitely

assisted them in influencing the business strategy (Elsaid, Salem and Abdul-Kader, 2017).
The local communities who fall into this category as its target customers are the local people
in the country. Under grid C, stakeholders have high power to influence the business strategy
but low in interest level. Government and other regulatory authorities are those stakeholders
having high power but low on interest level because government may not be interest in
business but can implement significant control over Pure Gym in making amendment in the
strategy. Thus, must be treated with caution and requires to be kept satisfied (Mints and
Kamyshnykova, 2019). Grid D represents the high in power and interest level stakeholders
and are the major players and the organizations strategy is required to be accepted by them.
In case of Pure Gym, the stakeholders in this slab are the five international institutions which
are Barclays Bank PLC, Jefferies Finance LLC, Royal Bank of Canada, Credit Suisse AG
and ING Bank N.V. who has provided secured loans to the company.
Porter’s value chain model
This model is a set of activities that is required to be carried out by the organization in
order to create value for customers. This model can be used to examine the activities and
know their inter connection.
Primary activities
The primary value chain activities of Pure Gym is involved in the producing and
selling gym products and services to its target customers. A complete analysis is given below.
Inbound logistics: In this, the strong relationship with suppliers is established for
getting required products. Without analysing this, the Pure Gym may face various challenges
in its development phase (Koc and Bozdag, 2017). The company needs to focus more on
establishing a strong relationship with the various suppliers of gym related products.
Operations: Pure Gym operates in more than 200 sites and has passed 1 million
member mark in 2018. This describes how effectively it is managing its business operation in
all the 200+ clubs.
Outbound logistics: With respect to Pure Gym, there is very little or no presence of
intermediary in the selling products. The most of the gym related products are sold in the
gym itself.
Marketing and sales: Pure Gym has invested more in providing quality services to its
customer and has also positioned it as the gym of customers. It has always focussed on great
place to work out.
Service: The services offered by the Pure Gym is limited to the essential requirements
of the customers and the things that the customers are likely to use and has to pay only for

those services. It focusses on meeting essential needs and does not provide services like
swimming pools, saunas or beauty therapy options.
Support activities
These activities are used in supporting the primary activities. For example,
procurement supports operation activity.
Infrastructure: The infrastructure of Pure Gym is includes wide range of activities
such as quality management, legal matters, accounting, finance, planning and strategic
management. It has well designed clubs with good quality of customer services and dedicated
team of employees.
Human resource management: The Pure Gym has dedicated team of workforce who
works really hard for meeting the needs of the customers. But on the other hand, the
permanent staff members are relatively low (Zamora, 2016).
Technological development: Pure Gym has realized the importance of technology
advancement and has used technology in the providing customer support services. It has
started online registration and booking services which helps in providing members access to
the gym24-hours.
Procurement: It refers to the process of purchasing required equipment’s and
resources which are necessary for conducting the business (Haider and et.al, 2017). Pure
Gym should carefully consider this activity for optimizing its inbound, operational and
outbound value chain.
Based on the value chain model, the competitive advantage the Pure Gym can take is
providing wide range of services to its customers apart from the essential facilities as it will
help in attracting the customers. Also, it needs to work on its staff by providing them better
pay and working environment which will help in meeting up with the temporary staff
problems. It should also initiate some marketing advertisement for increasing its brand
awareness.
1.2 Key findings facing the organisation
STRENGTHS
 Popular company within the fitness
industry Britain’s largest gym chain
by membership.
 24/7 Opening hours - the group
currently has 200+, 24-hour gyms
WEAKNESSES
 Low price leads to crowded gyms,
meaning use of equipment can be
limited.
 Few and limited facilities offered at
the organisation’s outlets.