Marketing Plan for Gymshark

Running head: MARKETING PLAN FOR GYMSHARK
MARKETING PLAN FOR GYMSHARK
Name of the Student
Name of the University
Author Note

MARKETING PLAN FOR GYMSHARK2
Executive Summary
The report is based on the analysis of the external environment and industry of Gymshark
with the implementation of PESTEL framework and Porter’s five forces framework. The
internal environment on the other hand has been analysed with the help of SWOT framework.
The marketing objectives that have been set by the organization are based on the results of
the SWOT analysis framework. The marketing strategy has been developed by the
organization with the help of segmentation, targeting and positioning based activities of
Gymshark. The development of marketing mix of the organization is related to the proper
development of market share and growth of Gymshark in the fitness industry.

MARKETING PLAN FOR GYMSHARK3
Table of Contents
Introduction....................................................................................................................4
External analysis of Gymshark......................................................................................4
PESTLE analysis........................................................................................................4
Porter’s five forces analysis.......................................................................................6
SWOT analysis of Gymshark.........................................................................................8
Three marketing objectives of Gymshark......................................................................9
Development of marketing strategy based on segmentation, targeting and positioning
..................................................................................................................................................10
Use of marketing mix to improve the growth and market share of Gymshark............11
Conclusion....................................................................................................................12
References....................................................................................................................13

MARKETING PLAN FOR GYMSHARK4
Introduction
Gymshark was established by Ben Francis in the year 2012 along with his friends who
were still in the university. The business is currently being operated by the business partners,
Steph Green, Steve Hewit, Richard Chapple and Paul Richardson. Gymshark has further been
able to become a well-known online gym apparel based brand in fitness based industry
(Gymshark.com 2019). The company offers a diverse portfolio of products for women and
men that include, tank tops, t-shirts, stringers, hoodies, pants, leggings and shorts. The
organization has received a recognition as a fast growing and largest brand based on gym
apparel in the United Kingdom. The organization has been able to experience rapid levels of
growth in the last few years due to the fast expanding customer base (Gymshark.com 2019).
The marketing plan development process is important for Gymshark in order to plan
the future operations of the organization in the online fitness industry. The objectives will
also be developed based on the ways by which the company aims at improving its growth
process and maintain its position in the industry as well. The strategy will be developed with
respect to the marketing mix and market segmentation based activities of Gymshark (Brindle
2017).
External analysis of Gymshark
PESTLE analysis
Political factors – Gymshark has its operations in the fitness based industry and needs
to comply with different political guidelines in order to assure that the business can operate in
a legal manner. The development of civil liberties and human rights in the UK is highly
accountable and transparent in nature. The government of the country had developed a
program named “Change4life” that is able to boost number of consumers or citizens who