Marketing Management: A Case Study of Fitness Centre

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT: A CASE STUDY OF FITNESS CENTRE
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MARKETING MANAGEMENT1
EXECUTIVE SUMMARY
The purpose of this report is to suggest a marketing plan for the business venture, namely,
Fitness Centre which intends to offer swimming, sauna and others along with the traditional
gym services to the athletes of Auckland, New Zealand. The report thus begins by outlining
the business idea and it also conducts an environmental analysis to check the feasibility of the
plan. The results of the environmental analysis reveal the fact that the business idea is a
feasible one provided the centre takes the help of cost leadership and focuses on the attribute
of quality. Next, a SWOT analysis had been undertaken to highlight the threats and the
opportunities that the fitness sector of Auckland offers to the centre and based on the base
marketing strategies had also been suggested. Furthermore, the report also provides a detailed
marketing mix which the concerned centre should try to follow along with an implementation
plan. Lastly, the report concludes by suggesting the kind of control and evaluation process
that the centre needs to use.