International Marketing and Sales: A Marketing Plan for Pure Gym's Expansion into the USA

This marketing plan outlines the value proposition, challenges, opportunities, and marketing objectives for Pure Gym's expansion into the USA market. It also discusses strategic marketing tactics, both traditional and digital, to establish a strong presence in the fitness industry.

International
Marketing and Sales

TABLE OF CONTENT
INTRODUCTION.................................................................................................................................3
Task 1 Marketing plan...........................................................................................................................3
1.1 Value proposition...................................................................................................................3
1.2 Challenges and opportunities.................................................................................................5
1.3Marketing objectives....................................................................................................................7
1.4 Strategic Marketing...............................................................................................................8
1.5 Marketing Tactics, both traditional and digital:....................................................................9
1.6 Action plan, Budgets and financials.....................................................................................10
1.7 Ethics, sustainability and CSR...................................................................................................11
1.8 Control measurement.................................................................................................................11
PART 2- Uppsala model......................................................................................................................12
CONCLUSION...................................................................................................................................13
REFRENCES......................................................................................................................................14

INTRODUCTION
International marketing and sales can be understood as application of marketing
principles in sales services to satisfy varied needs among customers market share across
regional borders through which higher goals of business expansion can be attained. Globally
companies are vitally expanding into international horizons for extended business revenues
and diversification through innovative marketing strategies. High competitive business
environment among companies impact their international marketing decisions where
managers have to look forward to various parameters and external marketing scenario for
leveraging best use of resources which are allocated. Pure gym is one of the biggest fitness
brands in UK market having 7000 gyms in UK and membership of 10 million people and
market value of 5 billion. The gym is highly prominent in delivering customers high quality
services within its modernised infrastructure but with increasing competitive market the gym
is planning to expand its business into USA where all viable infrastructure, resources and
market establishment parameters are there. This report explains value proposition, existing
challenges and opportunities which gym needs to focus on and the various marketing
objectives through which further progression can be established in company services. Report
analyzes the main factors of strategic marketing along with diverse arenas of traditional and
digital marketing which Pure gym can successfully expand its business into USA market.
Report further discusses action plan , various business ethics and sustainability factors
(Brennan,Cannin. and McDowell, 2020).
Task 1 Marketing plan
1.1 Value proposition
Marketing is an inclusion of varied activities such as communication advertising and
delivering exchange offerings by which goodwill among customers is enhanced. Marketing is
about value proposition with focus towards long term profitability by identifying latest
customer preferences and adopting best marketing strategies based on value creation. Pure
gym being one of the most prominent gym chains in country plans to extend its business in
USA . The Porter value chain analysis focuses on procedural steps within systems with large
focus towards customers services through which products can be delivered effectively. Porter
value chain links systems and technology frameworks to demonstrate effect on costs and
profit margins for company in marketing functions. The primary activities under this chain
are:

 Inbound Logistics: This step involves relationships with suppliers and includes all activities
required to receive in stores and disseminate inputs at a cost effective price structure. Pure
Gym through strong inbound logistic planning and effective planning structure can
establish an effective inbound logistics.
 Operations: This step involves activities required to transform inputs into outputs, products
and services which enable company to deliver strong effective working operational
structure. Pure gym by focusing towards operations to get all workout equipments,
machines of best quality standards to customers within gyms can gain high profitability
targets.
 Outbound logistics: This step includes activities required to collect, store and distribute
outputs within fixed time frame to reach the set benchmarks of quality and also maintain
strong logistics within the chain. Pure gym with focus towards outbound logistics can
partner with best gym supplies business partners and purchase best quality equipments to
serve customers efficiently (Carels,Pinto and Masoumi, 2019).
 Marketing and sales: This step includes creative and innovative marketing along with sales
structure strategies through which large level customers can be reached worldwide, targeted
with latest marketing policies to attract sales potentially. Pure gym through high end
marketing strategies with innovative features which clients can potentially use at gyms for
workouts will develop strong portfolio of marketing and sales services.
 Services: This step includes providing services to customers for effectively delivering
customer satisfaction services and providing personal attention to their grievances. Pure
gym by optimum services of training and workout sessions through which members feel
motivated and satisfied with gym services can establish strong goodwill benchmarks in
world.
Secondary activities:
 Human resource management: Pure gym through focus towards hiring experienced trainers
and knowledgeable instructors who can give strong training to members at gym will built
strong portfolio within company management. Human resources are highly important in
establishing strong quality parameters within all frameworks and functionally providing
customers best training while workouts.
 Technological development: Pure gym through bringing latest technology advancement in all
its machinery, workout equipments which are latest in quality standards and functionally
efficient will gain competitive edge among other brands.

 Infrastructure: Pure gym with advanced, modernised infrastructure within its clubs to
facilitate customers with high class and hygienic workout platforms will build an effective
infrastructure model and framework through which large customers can be attracted.
1.2 Challenges and opportunities
Pure gym faces various challenges and opportunities in the high competitive dynamic
business world with various new brands coming up in industry, due to which various
factors and parameters are impacted extensively on functional levels. Internal structure
within which company operates its operational functions and strategically develop its
portfolio of products and services has high impact on overall goodwill among customers
worldwide. Internal efficiency also profoundly impacts company strength to effectively
plan various strategies to position itself firm in competitive business world among external
forces. Swot analysis will define various parameters on which management is currently
facing challenges and the various strengths on which Pure gym has high potentialities to
extend its business (Chaffey and Ellis-Chadwick, 2019).
Strengths:
 Pure Gym has around 7000 gyms in UK, with membership over 10 million which explains
company internal capital structure very high to invest and extend business operations into
international countries market areas.
 Pure gym is highly prominent fitness centre with large chains in UK where it is found
penetration rate is 15%, in every 7 people 1 person is member of gym. The gym has
profound impact through innovative machines and infrastructure being highly effective in
delivering customers high satisfaction levels.
 Pure gym has the strength of having large experienced trainers and instructors which have
strong knowledge to deliver physical training to members. Clients are served with proper
nutritional diet plans and customised group exercises classes are held within gym which
impacts customers positively and establish competitive benchmarks.
Weaknesses:
 Pure gym is having its gym centres only in UK which establishes weakness and less strength
to combat with high competition. There is less diversification into business strategies due
to which company faces huge weakness among internal structure to leverage more
profitable business strategies.

 Pure gym faces weakness of high customer preferences to be provided within gym and fitness
centres where there is varied demand among services. The gym needs inclusion of new
technology among all services through which customers feedbacks, grievances can be
covered easily (Hollensen, 2019).
 Pure gym needs to hire talented skilled instructors, yoga practitioners with high experience to
deliver fitness classes and personal trainers who can handle clients based on their
customised personal services. Trainers need to be highly specific and polite while handling
customers through which they are satisfied with services along with high focus towards
using latest equipments.
Opportunities:
 Pure gym has wide business opportunities through international expansion and diversification
of business services worldwide for occupying firm place among industry worldwide.
There is high potentiality of promotion through websites and networking channels through
which pure gym can reach extended heights in future.
 Pure gym has the opportunity to invest in marketing functions and advertisement channels
through which large level segments of customers can be attracted. There is strong demand
among consumers worldwide to get personalised fitness training and diet charts through
which overall fitness is improved. Pure gym need to build personalised trainers services
for clients who can have sessions through online media as well as within gym clubs.
Threats:
 Pure gym faces threats of external competitive environment with various new brands coming
up in fitness industry with advanced modernised infrastructure; this has given tough
competition to pure gym revenue and business services. Globally fitness company chains
are extending into international market share to establish high end global benchmarks on
which profitability and goodwill is enhanced.
 Pure gym faces threat of varied customer preferences and demand of high class infrastructure
along with new personalised services through which pure gym faces high threat which can
be combat only with further huge capital investments (Ibeh, Cric. and Etemad, 2019).
1.3Marketing objectives
Marketing objectives in a company formulates a structure and framework of key
promotional strategies on which planning can take place effectively for establishing

competitive place among various new extended business services. Smart objectives are
justified and framed with business present consistent performance and focus towards future
goals through which competition can be enhanced and benchmarks on which further progress
can be checked.
 Specific (S): Pure gym marketing objectives will focus towards establishment of its clubs and
fitness centre in USA where there is high potentiality of customer segments and the
infrastructure of country business environment is highly favourable to establish gym chains.
Pure gym with this marketing objective with high strategically planning and development
aims to extend its business into USA market for further extension of business services.
 Measurable (M): Pure gym marketing objectives are formulated on basis that the expansion
into USA market and promotion services output will be analyzed by various metrics and
social sites traffic check. This will enable company to quantitatively get results on data of
various business functions and output of revenue collection on which further progressive
decisions can be established.
 Attainable (A): The goal of business expansion into USA market is highly realistic and Pure
Gym with deployment of strong advanced gym equipments and technology networking
systems to market its potentiality company can reach the set marketing objectives.
 Relative (R): Goals are aligned with company mission, vision which is to serve people
effectively in all fitness channels and clubs where there is strong focus towards personal
training, nutrition plans. Pure gym with strong working structure and high efficiency
towards implementation will be able to position itself competitively in market share.
 Time-based (T): Goal of extension into international market of USA by pure gym is time
bound; goals will be measured within 1 year of time which is highly relevant and important
to establish itself in market position firmly (Kotler, Keller and Leong, 2018).
1.4 Strategic Marketing
Strategic marketing enables company to bring out all vital arenas on which company
needs to focus for reaching the set goals within the objectives and set time framework for
getting strong business performance and goodwill among consumers. Expansion into
international market enables company to promote its services into new customer segments
and attain goodwill with strong performance targets. Pure Gym for expansion into USA have

to strategically market out the various goals and parameters on which the services will be
provided to customers (Shimizu, 2019).
Situational analysis: The Pure Gym current situation of business parameters on which there
exists marketing based on can be understood with the fact that company is currently spread in
UK country with around 7000 clubs and fitness centres. The gym allows people 24 hours
entry and membership enables various rights such as to attend group fitness classes and
personal diet plans by dieticians.
Brand Development: Pure gym plans to expand its business services of fitness centres and
gyms into USA market, with high focus towards bringing strong working efficiency among
services and training provided by experienced trainers. Brand development is focused
towards integrating digital media marketing to reach large customers worldwide and leverage
goodwill through which productivity can also be developed (Miragaia and Constantino,
2019).
Business goals: Pure Gym business goals are focused towards using highly dynamic business
models with effective strong marketing strategies and determining the potential synergy on
which further working efficiency can be achieved. The expansion into USA market with
strong digital media services to promote fitness centre activities will implement the set
business gaols compilation through which there can be higher profitability attained. Business
goals are inclusive with STP strategies to divide customers into various groups for strategic
marketing and promotion services through which long term goodwill can be attained.
STP
Segmenting strategy: Pure gym will segment its potential customers into varied groups and
segments based on their interests such as young people who are health concerned, have
passion for workout and look forward to comfortable high class environment for workouts. In
USA there is high competitive environment among gyms where various new brands are
coming up, segmenting and planning structure under it will enable pure gym to target
customers effectively for various promotional services and enhanced diversification through
which high profitability can be attained.
Targeting strategy: Pure gym will target its new potential market customers with various
innovative marketing strategies such as effective training session’s promotion and personal
trainers. Targeting through social media platforms and websites to reach extended business

goals, pure gym can market out its business strategies with high focus towards developing
parameters of targeting various groups, young adults who love workouts and are health
conscious. Targeting customers into segmented groups will enable company to deliver strong
business goals and functionally present its business services to customers within USA market
share (Morgan, Feng and Whitler, 2018).
Positioning strategy: Pure Gym Company for positioning its company services highly
effectively among consumers which are widely spread and can be levered with strong
innovative strategic planning structure will use various digital metrics through which data can
be analyzed. Positioning strategy is highly effective for enabling company the set
benchmarks and goodwill attained business goals among customers market share. USA
market among gym and fitness industry is highly competitive which through STP can be put
into strategic planning model and serves customers effectively.
1.5 Marketing Tactics, both traditional and digital:
Digital media and technology provides various new opportunities for marketers to
effectively implement the varied customer satisfaction services among market share, where
the potentiality to reach large extended customers is highly enhanced. Customer’s
satisfaction from delivery of services is highly relevant when marketing is done digitally
which not only impacts positively, but also relatively develops overall working structure
(Luna, Castro and Wintjes,2019). 4Cs plays highly important role in marketing functions
where Pure gym can establish firm place by focusing on leveraging strong working
performance towards these factors.
 Customer wants and needs: Pure gym need to focus towards customers wants and needs by
analyzing latest trends where the current stricture is lacking, such as integration of
swimming pools and spa services. Customer demands can be analyzed by analyzing
websites of company where posts feedbacks will help in building strong portfolio of
services and creatively serving various business services.
 Cost to satisfy: Pure Gym by developing marketing tactics where cost to satisfy customers
will enable customers to get optimum services with high quality inputs of services
through which the cost which customers are paying can be vitally reached. The marketing
strategies shall be focused towards bringing productively promoting satisfactory targets
with personal trainers available to provide proper workouts and yoga practises (Onea,
2019).

 Convenience to buy: Pure gym by building online websites and portals of company through
which customers can easily connect with gym memberships and look forward to
potentially leverage utmost benefits . Convenience to buy is highly important for
expansion of business services as the rational procedure with which gym websites provide
membership to all customers is highly important for gaining strong goodwill and
profitability factors.
 Communication: Pure gym by establishing communication patterns, and providing insights
on various information to customers through online portals and websites can implement
its strong innovative marketing structure. Customers should be enabled to directly
communicate with emails to gym management and 24 hours services will relatively
develop overall working horizons.
Digital tactical plan is highly important on marketing objectives for company to
formulate as overall working is enhanced when technology and digital media platforms
are highly used. The C’s of marketing lies focus towards working parameters where pure
gym with high technical standards and digital optimisation will be able to serve
effectively to all members and reach high expansion of business services within USA
market. Marketing tactics are highly important in dynamic business world where
customers can be targeted functionally with strong digital performance, relative use of
digital media and gathering insights on various horizons which will highly enable
company to gather goodwill and profitability margins (Yano and Furukawa, 2019).
1.6 Action plan, Budgets and financials
Financial strength and action plan to mitigate strong steps and functional strength in
internal structure of Pure Gym will enable company to develop overall productivity. Action
plan works as an evocative method through which company can serve various business
goals in competitive business environment. Budgets and financial reports work as an
important determinant and an impactful presentation on company services through which
shareholders of company can be promoted to invest further in business management.
Payback of original investment is repaid from net cash flow which explains Pure gym
expansion into USA market, performance can be analyzed with high end investment
parameters through which efficiency can be analyzed. Return on investment shows
increased revenue resulting from marketing activities where pure gym can analyze its
marketing activities with the percentage increase in membership. Breakeven is estimated
with the parameter of fixed costs return for company operations here pure gym will focus

towards getting reports on how much optimum are resources being utilized within
marketing channels. These financial reports and elements to safeguard overall efficiency
within structure will develop various determinants on which pure gym can enhance itd
further progressive expansion into USA market. Pure gym management with action plan
and effective structure of financial management will deliver strong effective planning and
function more productively with the set business goals completion through which market
can be researched properly for future business extension (Pedersen and Tjørnhøj-Thomsen,
2017).
1.7 Ethics, sustainability and CSR
Pure gym for establishing firm place in global US market has to focus towards ethics
compliance, sustainability factors and CSR factors which will enable in positioning itself as
strong brand within USA market. There should be high focus towards keeping customers
privacy within gym and provide strong hygienic workout places which will not only enhance
goodwill but also potentially develop the working parameters. Sustainability factors are
highly relevant with changing business external factors, high dynamic business needs and the
huge competitive business environment in Gym and fitness industry.CSR responsibility holds
the analysis on measures that how much betterment in society companies are providing, pure
gym can vitally evolve in its management structure through partnerships with social
campaigns. These measures will enable in building strong brand name of goodwill and
develop the relative synergy with which business objectives can be achieved (Persson and
Hannah, 2017).
1.8 Control measurement
Control measurement is highly important business function through which critical
success factors can be identified; key performance indicators can be set within company
business framework. Pure gym is highly focused towards control measurement and risk
management functions through which further business targets are successfully enhanced.
Agreeing and working towards set marketing objectives will be effective with use of
performance metrics through which customers preferences and grievances can be analyzed.
The identified risks and proposing contingencies to address within time frames will enable
pure gym to construct mitigation strategies, through which strong performance measurement
goals can be established. Control measurement through innovative technology and
fundamental business services will enable Pure Gym to present out an effective model where
changing contagious situations can be analyzed within time periods. Control measurement

strategies and change models are highly connected with each other on which companies can
gain access to latest business dynamic changes, potentially develop various horizons on
which strength can be achieved (Philip, 2017). Control measurement will enable pure gym to
leverage strong goodwill on various parameter, research various dynamics on which company
can leverage various mitigations through which customers goodwill can be strongly
developed.
PART 2- Uppsala model
Uppsala model is highly related to behavioural theories of business where it enables
to analyze how companies can increase marketing promotional activities in foreign markets.
It is internalization process of business which states that business initially selects to enter
close market along with low market commitment. It is proposed by Professor Sune Cerlsonin
1977 (Baranow, 2019). Where internalization process is referred to the procedure of
enhancing international activity of business. The model helps organization to familiarize with
the market so they easy to expand it’s business in global market. it declines most of the cons
of small-medium enterprises. UPSAALA model is applied by Pure GYM to analyse it’s
external environment and make itself familiarize with markets The model explains the
methods through which companies gain experience from domestic markets and enter foreign
markets for achieving high end global markets. Domestic marketing parameters help
company to gather experience from customer preferences of services, products innovation
and the cultural ethics which will benefit for gaining strong working parameters. Uppsala
model can be understood as an innovative business model through which Pure gym can
enhance its marketing objectives of expansion into international USA market, gain strong
working parameters on which customers preferences can be developed and analyzed for
further efficient functioning of business performance. Uppsala model is an effective business
creative expansion theory through which leaders can learn on various paradigms on which
they pure gym can work on expansion functions into USA market (Thompson, 2019). The
various functional efficiency principles which are highly important for strong marketing and
promotional services can be analyzed through this model and customers essential services
can be planned with these factors. For expansion into international market of USA Uppsala
market needs to be implemented through which detailed research can be brought under use,
which will effectively help in reaching high end global position of benchmarks. The company
needs to focus towards utilizing the data and procedural steps which are highly important and

integrated withy latest framework , with analysis analyzed from Uppsala model. It is highly
important with changing dynamic business world and extension of business horizons to
international horizons to get experience from domestic marketing structure, which explains
various paradigms on which company has high determinants established. Pure gym will be
able to serve better and innovatively to all members within its services into USA market
where the business is largely focused towards integrating best training to all customers.
Trainers should provide strong ethical training, and knowledgeable expertise through which
members are satisfied with services of training. Leveraging best services will develop
marketing expertise of pure gym and technology brings large extended business promotions
through which higher goals can be achieved. Uppsala model will potentially develop various
parameters on which pure gym can reach the high end global targets and extend functional
efficiency fro strong promotional services. The model has strength to keenly address various
issues and several changes which needs to be brought within company frameworks and
completion of services through which targets can be achieved (Tuten and Solomon, 2017).
.
CONCLUSION
The brief study provided understanding about international marketing like it helped
business to set number of activities i.e. plan, price, promotion and direct flow of goods or
services to user. International marketing supported Pure Gym to expand it’s business in
global market and boosted sales of services as well. The report has been concluded marketing
plan in which included number of business activities i.e. value proposition, swot analysis,
pestle analysis AND SMART marketing objectives. Marketing plan played essential role in
business because it helped company to promoted it’s services and products on wide scale and
met objectives so that easy to generated high revenue within company. Porter’s value chain
model applied by organization which helped to determined valuable resources and led high
understanding about competitive market. strategic marketing plan also used by organization
to focus target market and submarket. Targeting marketing strategy involved in market
segmentation and provided understanding significance of target market. this strategy helped
Pure Gym to gain competitive advantage from the competitors. Traditional and digital

marketing has been summarized in report. Action plan, budget and financial gave
understanding about financial sources and supported to estimate economic benefits within
company. UPPSALA model provided understanding about internalization process which can
be concluded in the report (MacFarlane, Phelps and Schulenkorf, 2019).
REFRENCES
Books and Journals
Brennan, R., Canning, L. and McDowell, R., 2020. Business-to-business marketing. SAGE
Publications Limited.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and
international entrepreneurship in the contemporary multi speed global
economy. International Marketing Review.
Kotler, P., Keller, K. L.,. and Leong, S. M., 2018. Marketing management: an Asian
perspective. Pearson.
Miragaia, D. A. M. and Constantino, M.S., 2019. Topics and research trends of health clubs
management: will innovation be part of the fitness industry research
interests?. International Journal of Sport Management and Marketing. 19(1-2),
pp.129-146.

Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Onea, I., 2019. Gyms and Social Interaction. LOGOS, UNIVERSALITY, MENTALITY,
EDUCATION, NOVELTY. Section Social Sciences. 8(2). pp.21-34.
Pedersen, P. V. and Tjørnhøj-Thomsen, T., 2017. Bodywork and bodily capital among youth
using fitness gyms. Journal of Youth Studies. 20(4). pp.430-445.
Persson, A. and Hannah, C., 2017. The transparency of fitness: A view of transparency
management within gyms.
Philip, K., 2017. Principles of marketing. Pearson higher education.
Sassatelli, R., 2017. Exercise and fitness spaces. In Routledge Handbook of Physical Cultural
Studies (pp. 378-388). Routledge.
Thompson, W. R., 2019. Worldwide survey of fitness trends for 2020. ACSM's Health &
Fitness Journal, 23(6), pp.10-18.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
MacFarlane, J.D., Phelps, S. and Schulenkorf, N., 2019. Fitness industry self-regulation:
institutional or by choice?. Sport, Business and Management: An International
Journal.
Baranow, R., 2019. The impact of influencer marketing in the fitness industry on consumers’
trust.
Yano, M. and Furukawa, Y., 2019. Two-dimensional constrained chaos and time in
innovation: An analysis of industrial revolution cycles. RIETI Discussion Paper
Series 19-E-008.
Luna, Á., Castro, J. and Wintjes, R., 2019. Social Innovation Regime: an integrated approach
to measure social innovation. European Planning Studies, pp.1-19.
Shimizu, H., 2019. General Purpose Technology, Spin-Out, and Innovation. Advances in
Japanese Business and Economics.
Carels, P., Pinto, P.,. and Masoumi, H., 2019, October. Lightweight Floating Floor
Innovations for Gyms and Fitness. In INTER-NOISE and NOISE-CON Congress
and Conference Proceedings (Vol. 260, No. 1, pp. 587-597). Institute of Noise
Control Engineering.