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BSBMKG609 Marketing Plan Assignment- Fitlife Health Club

   

Added on  2020-05-28

21 Pages4775 Words92 Views
FinanceLeadership ManagementProfessional DevelopmentNutrition and Wellness
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Running Head: MARKETING PLAN 1Marketing Plan FitLife Health Club, Australia
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MARKETING PLAN 2Executive SummaryFitlife Health Club is a privately operated Australia based health club chain, which is having 80 health club centers and 182,000 members in the country. It gives the members of the club the ability to utilize 80 different clubs in different cities, Washington, Oregin, Montana, Idaho and Wyoming on a short term. The company is serving as one of the industry leaders in the fitness and sport segment, which provides different fitness venues across the country, which provides state of art health club to sport club, swimming pools, squash courts and other health related services. An analysis of the strengths and weaknesses, opportunities ad threats assisted in preparing the marketing plan for the health club. This report includes various other analyses regarding the organization, such as; PEST analysis, GAP analysis, Growth matrix and Porter’s five forces analysis. The major objective is to explore the market opportunities with targeting thenew and specific customers. However, Fitlife health club is doing well in Australia, but still thereis a scope of improvement in its marketing mix and other strategies for achieving its general and specific objectives.
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MARKETING PLAN 3Table of ContentsExecutive Summary.........................................................................................................................2Introduction......................................................................................................................................4Task 1...............................................................................................................................................41.1 Conducting a Marketing Audit..................................................................................................4Part A - SWOT analysis...............................................................................................................4Part B- PEST Analysis.................................................................................................................5Part C- GAP Analysis..................................................................................................................7Part D- BCG Growth share matrix...............................................................................................8Part E - Porter’s Five Forces Analysis.......................................................................................10Part F- Evaluation of Marketing Opportunities Options...............................................................111.2 Feasible strategies................................................................................................................121.3 Marketing Tactics................................................................................................................13Part B..........................................................................................................................................14Product Life Cycle.....................................................................................................................14Introduction............................................................................................................................14Growth....................................................................................................................................15Maturity..................................................................................................................................15Decline....................................................................................................................................15Part C.............................................................................................................................................15Part D.............................................................................................................................................16Legislation codes and regulations..............................................................................................16Discrimination legislation..........................................................................................................17Privacy.......................................................................................................................................17Ethical principles........................................................................................................................17Work health and safety..............................................................................................................171.4 Draft Marketing Plan (Email)..................................................................................................171.5 Measuring marketing effectiveness.........................................................................................18Conclusion.....................................................................................................................................19Task B Response............................................................................................................................19
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MARKETING PLAN 4IntroductionFitlife Heath Club is the Australian health club, which is established as one of the leader in the sport and fitness industry. It provides various fitness venues all over the country by offering various fitness related services. The Head office of Fitlife health club is in North Sydney. From there, it operates its branches in every state of the country. All the health clubs areoffering the services like; swimming, recreation hall, gymnastic hall and gym for weight lifting and other exercises. The health club is working for its mission and vision with effective strategies. This marketing plan includes the marketing audit of the Fitlife by utilizing various analyses. Task 11.1 Conducting a Marketing AuditPart A - SWOT analysis The following table indicates the possible strengths, weaknesses, opportunities and threats of the Fitlife Health club.StrengthsWeaknesses
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MARKETING PLAN 5InternalStrong brand image and market leadershipInnovative culturesExpert and high class trainers and dieticiansSpecial time slot for the elders and children allows the parents to work freely Availability of sufficient equipment and machines for workoutPricing structure is very high, so it does not attract international customersLess social media presenceLack of distribution channels in global marketsHigher cost structure (It includes cost ofMaintenance, delivery of service and trainers)It is hard to find out the high quality andexpert trainers (Surujlal, & Dhruup, 2011).Timings are limited, which are not suitable for all the clients.ExternalOpportunitiesThreatsGlobal expansion Online coaching Improvement in the quality assurance by providing internal trainingNew products and services It should implement the loyalty card program to retain the existing customersCompetitors with lower cost services24*7 Opened health clubs Growth in health and wellness related appsWide range of free health and wellness resources on internet reduces the use of physical health clubs. It teaches the people that how they can do exercise and eat without paying money (Fitness Australia, 2015). Part B- PEST AnalysisPoliticalThere are some political factors, which impact the growth of health club, like; unfair contract regulations, sales strategies and miscommunication (Aubrey, 2017).The health club must consider the following elements as they vary on acontinuous basis and will have a large impact on delivery of attributed options:
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MARKETING PLAN 6Taxes: The Fitlife Health club has to adopt the changes in the taxes and tariffsIt requires keeping up to date with the policies and regulations to decrease the chance of claim for any injury (Payne, Kennedy, Davis, 2009). The health club needs to comply with the Work Health and Safety Act,2011 by introducing the compulsory online training to provide its staff easy access to the resources to implement in the Fitlife club atmosphere. EconomicDecline in inflation: Due to decline in the inflation, people are spending their disposable income on the luxury services like; health club membership. But if there will be decrease in the household income, the people will shift to the cheaper options. The Australian health industry is growing continuously from the last few decades. The government is making many efforts to motivate the people towards getting the health club services to keep themselves healthier.The health and wellness sector is earning about 1 billion revenues from last few years. There are approximately 3000 health clubs and gyms in the country (EZYPAY, 2015). Increase in the expenses, like; rent, trainer’s salary etc. Socio-Cultural28% of the Australian people are obese The increase in the reality TV shows related to the weight loss, initiatives by the government to encourage the healthy life are some factors, which have contributed in increasing the demand for fitness industry (McDonalds, 2007). Impacts in social media have created more people of the society health conscious. Most of the people want to go fitness centres and gyms for looking good
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