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

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.