Marketing Plan for PureGym's Expansion into United States

International
Marketing and Sales

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction to expansion country..............................................................................................3
MARKETING PLAN......................................................................................................................4
1.1 The Value Proposition...........................................................................................................4
1.2 Key findings, challenges and opportunities..........................................................................5
1.3 Marketing Objectives............................................................................................................7
1.4 Strategic Marketing...............................................................................................................7
1.5 Marketing Tactics, both Traditional and Digital...................................................................8
1.6 Action plan, budgets and financial......................................................................................10
1.7 Ethics, Sustainability and CSR...........................................................................................11
1.8 Controls, Measurement, Review, Risks and Contingencies...............................................12
TASK 2..........................................................................................................................................13
Uppsala Marketing Model.........................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing and Sales are two most important operation of a business involving several
actions and thorough plans according to which all the functions are performed in particular
departments (Cateora and et. al., 2020). Marketing and sales plans are interrelated as for
developing synergy in the company and effective communication with end consumers. The
offers which are advertised and promoted by marketing team through different promotional tools
and activities have to be developed by keeping in close touch with sales departments for making
effective plans in order to attract people and also for benefiting the organisation as well. The
report is developed over PureGym, United Kingdom's leading fitness brand which was
established in 2008.
PureGym is dealing in fitness industry offering low cost fitness facilities to customers
and serving in more than 200 sites in UK. The company is not operating internationally and for
which this report is constructed. The assignment is divided into two parts one is a detailed
marketing plan in which thorough evaluation is conducted. The first segment covers value
proposition canvas, analysis of marketing environment in which PureGym is operating, SMART
marketing objectives, utilising STP and 7P's models for tactical view and preparation of budgets
and other related financials. Along with it in the next part, Uppsala marketing model is evaluated
with the help of its strengths and weaknesses and with examples showing its application over the
company's marketing actions (Vellas, 2016).
TASK 1
Introduction to expansion country
PureGym is a leading fitness brand and facilitator of United Kingdom, the country's
health and fitness report highlights the growth and development in the respective industry in past
years. Total membership in UK have increase to 10 million with a market value of around £5
billion. It is identified through the study that amongst the whole population of UK one person in
a group of seven is a member of a gym. Therefore, in UK fitness industry is boosting and that
has contributed towards making the organisation PureGym the leader.
PureGym is a leading brand which is expecting to expand internationally in to new
markets by adopting market development strategy. The fitness service provider wish to move
into new global market with similar offerings. The company is recommended to move its

operations to United States. First reason is the strength US economy has that helps businesses
local and international both to flourish operations and attain pre-determined objectives. From
research it is identified that more than 63 million population of US is member of a health club
enjoying both traditional and boutique facilitates. The average retention rate of just 73% and
member turnover is huge but the industry is strong and flourishing and which is why PureGym is
moving their operations to United States (Hult and et. al., 2018).
MARKETING PLAN
1.1 The Value Proposition
The value proposition is a concept which enables the entity in making the product or
service and their brand more attractive to customers and potential buyers. The Value Proposition
Canvas model is a framework which enables the organisation to position their brand and
offerings in such manner that is surrounded around the needs and value of consumers. This
model is used while refining the exiting goods and services or while developing any new
commodity from scratch. This proposition has two segments Customer's Profile and Value
Proposition each of them has three elements that are elaborated below in relation with PureGym
and its expansion in United States (Eteokleous, Leonidou and Katsikeas, 2016).
Illustration 1: What is the Value Proposition Canvas, 2020