International Marketing Plan for Pure Gym in Australia

INTERNATIONAL
MARKETING PLAN FOR
PURE GYM IN SPECIFIC
COUNTRY OF YOUR
CHOOSE

TABLE OF CONTENT
INTRODUCTION.........................................................................................................................3
TASK 1...........................................................................................................................................3
1.1 Value Proposition..................................................................................................................3
1.2 Key findings, challenges and opportunities...........................................................................5
1.3 Marketing objectives.............................................................................................................6
1.4 Strategic marketing................................................................................................................7
1.5 Marketing tactics...................................................................................................................9
1.6 Action plan, budget and financials......................................................................................11
1.7 Ethical, sustainability and corporate social responsibility (CSR).......................................13
1.8 Controls, measurement, review, risks and contingencies....................................................14
TASK 2.........................................................................................................................................15
2.1 Uppsala Model.....................................................................................................................15
2.2 Application of Uppsala Model to PureGym........................................................................16
CONCLUSION............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the strategic business process through which business organisations around
the world advertise and promote their goods, services and products to the general public in an
effort to increase their interest in the goods and services and make them conduct the financial
transaction. This report assesses the marketing efforts of PureGym, a chain of health clubs, based
in Leeds, England which was founded in 2009. Currently the business operates around 294
distinct establishments in various locations across UK. This report evaluates the marketing
efforts of PureGym for their expansion to Australian markets.
TASK 1
1.1 Value Proposition
Stakeholder’s Analysis: There are various stakeholders for PureGym all of which have varying
degree of power and influence on its daily operations.
 Employees: The employees of PureGym are amongst its stakeholders and contribute
immensely and have huge interest towards its daily operations, but have little power and
decision making capacity. They need to be kept satisfied.
 Owners: The owners of PureGym are also its stakeholders and have immense power over
its operations, but have no interest in PureGym’s daily operations. They need to be kept
informed.
 Customers: The customers are amongst PureGym’s stakeholders and they hold immense
power over its operations but do not have any influence or interest over its daily
operations (Raum, 2018). Need to be kept satisfied.
 Marketers: The marketers are PureGym’s stakeholders and they possess moderate power
over operations of PureGym while also having moderate interest on its daily operations.

Figure 1: Mendelow's Matrix
Porter’s Value Chain:
Primary Activities:
 Inbound Logistics: The inbound logistics of PureGym include all operational equipment
stored procured from suppliers and stored in warehouses.
 Operations: PureGym operates around 294 distinct establishments in the UK.
 Outbound Logistics: Outbound logistics of PureGym include the maintenance and repair
of its operational equipment, facilities and establishments.
 Marketing and Sales: These include all marketing efforts by PureGym to promote and
advertise their services to the public.
 Services: PureGym provides services to consumers in the form of operational fitness
equipment to work out, professional trainers to consult etc,
Secondary Activities:
 Infrastructure: PureGym has invested quite a bit into their infrastructure providing
additional value.
 Technology: The technology of fitness equipment at PureGym is advanced with new
fitness machines constantly being installed (Pal and Altay, 2019).

 Human Resources: PureGym also employs fitness professionals to train and guide their
customers in their fitness efforts.
Customer’s Value Proposition: Customers can get immense value from PureGym’s services as
all the establishments of PureGym are open to them for 24 hours every day, so that customers of
PureGym can come whenever their professional and personal needs and demand have been met.
This convenience is not the only value that customer attain through PureGym’s services. All
operational equipment of PureGym are new and state of the art, with there being over 200
different working equipment in every establishment of PureGym which are maintained for
optimum performance. The PureGym also employs dedicated fitness trainers likes of which are
hard to find amongst competitors.
1.2 Key findings, challenges and opportunities
Basis Pure Gym
Strengths  The gym has made a strong portfolio for them in the country which is
a great factor. There is a strong cash flow in the gym which can be
used for expansion and improving the technology in the organization
which is a very essential factor for the gym (Stavros and Smith, 2019).
Weaknesses  Making the gym function in the new country they need new
technology which will need more investment which is required if they
want to get more customers. The profitability will reduce in the
organization which is why getting promotions done is a very important
factor.
Opportunities  The population of Australia are into being fit and working out which is
a great advantage for Pure Gym and the organization will be able to
have a better functioning for them. The taxation is going to be handled
well and the organization will be able to get a better and stronger cash
flow in the gym.
Threats  The competition is huge in the country because of the fitness in the
country there are a lot of gyms (Garner, 2020). The wages which has
to be paid to the employees in the country is also fixed and there have

to be proper trainers which will be required by the gym so that they
can provide good services to the people.
Competition
There are a lot of threats which can come in front of the gym regarding their expansion in
Australia is that there are going to be a lot of competitors since the people in the country do not
like working out on the machines and this is going to be a great challenge for the gym to get
members in the organization.
Taxations and pricing
The company will not be able to have a better profit margins because they will not be
able to get members if the pricing of the membership is not lowered.
Technological
Technology has to be advance so that they can attract the right members in the gym so
that they can get more profit margins (Momsen, 2019).
Globalization
Understanding the strengths and weaknesses only then the Pure Gym should expand
themselves in the other countries so that they can understand the expectations and the standards
of the customers globally which is going to be very good for the future.
1.3 Marketing objectives
 The language issue will be solved by the organization by training the local people and
hiring them as employees by 15% by the end of 2022.
 Improvement in the technological aspect by 20% of the company by the end of 2023.
 Getting professional helpers for the members of the gym by 25% so that the organization
can provide the best of services to the clients by the end of 2025.