Marketing Plan for National Sports Campus Gym Memberships

The report outlines a marketing plan for National Sports Campus to increase gym membership. It includes a PEST and SWOT analysis, target market, e-strategy, and tactics. The SMART objective is to generate 50,000 new members by December 2018.

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

1MARKETING PLAN
Executive Summary
The marketing plan forms an essential aspect of a business organization and any company
looking out to revamp the business and ensuring that the business achieves success along with
the long term objectives will be required to have a designated marketing plan in place to ensure
successful operations. The report will be strategizing the marketing plan of one such organization
the National Sports Campus with special details about their gym memberships. A market
objective has been stated and the different measures to achieve their goals have been given in the
report.

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Table of Contents
Introduction......................................................................................................................................3
Situational Analysis and Objectives................................................................................................3
PEST Analysis.............................................................................................................................3
SWOT Analysis...........................................................................................................................4
Brand Perception.........................................................................................................................4
Internet and consumer trends.......................................................................................................5
Target market...............................................................................................................................5
Positioning statement...................................................................................................................5
Competitor Analysis....................................................................................................................5
Objective......................................................................................................................................6
SMART........................................................................................................................................6
Online objectives.........................................................................................................................6
E-Strategy and Tactics.....................................................................................................................6
Acquisition and Retention base strategy......................................................................................6
Estrategy......................................................................................................................................7
Actions and Control.........................................................................................................................9
Summary budget........................................................................................................................13
Gantt chart.................................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
A well designed marketing plan helps any business organization to excel in attracting and
retaining the different consumers. It goes a long way in helping the business to achieve its
primary objectives and ensures that the business prospers in the long run. The given report is
about the National Sports Campus and their observation based on the drop off in the membership
of the gym since the competition in the area has increased. The organization would like to
develop any e-marketing strategy which will help the company to achieve its objective of
increasing the membership of the gym (Pasquier and Villeneuve 2017). Hence, the report will
concentrating on the Situational Analysis, Objectives and E strategy of the NSC.
Situational Analysis and Objectives
PEST Analysis
The pest analysis is a useful Strategic Management tool which tends to focus on the
factors like Political, Economic, Social and Technological.
Political- These factors can be described as those factors which will have an impact on the
business from the side of the government. The political instability of UK after the effects of the
Brexit and the weakening Pound sterling tends to affect the business in that domain.
Economic- The e-commerce industry in the United Kingdom is a blooming industry with
additional spending of 100 million and hence, it can be stated that the earning capacity of the
people have also been increasing considerably (Hartley and Claycomb 2013). This can be a
useful source of information for the different organizations as they can understand the
purchasing power of the different individuals from this statistics. Health spending of the people
have increased considerably.
Social- The developments in the lifestyle of the consumers has bought about a change in the
social dynamics. However, as the income of the different consumers has increased considerably
but the time has decreased, individuals now prefer to engage themselves in activities which
consume less time. However the early retirement trend has had a huge impact on the different
businesses with these customer segments being a major target for various businesses (McDaniel
and Gates 2013). The technological ownership has also increased considerably which can impact

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the manner in which the business can target the consumers and the channels which they make
use of.
Technological-The development of technology has enhanced the consumer experience as the
customers tend to use the technological path to remain connected to their work. Hence, the
technology use can have a major impact on business techniques to ensure that the maximum
crowd is adhered to.
SWOT Analysis
Strength
It is well located
The staff is very experienced
Credibility and reputation is good
The organization has strong advertising and
marketing skills
Weaknesses
The subscriptions periods are very long
Their services are not as optimum as the
private clubs and gyms
Opportunities
Focusing on different targets
Broaden their services and offer different
sports.
Threat
Intense competition
The economic uncertainty may bring about
revenue issues.
Furthermore, people are taking up alternative
methods of exercise (Hair Jr and Lukas 2014).
Brand Perception
Customers want the organization to provide the following services:

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 Adequate equipment’s- Which are as per the standards of the chosen industry
 Flexible timings- the gym should be open at flexible times to enable service at all times.
 Good ambience- The ambience of the gym should be appealing.
 Qualified trainers- The customers expect qualified trainers in the gym.
Internet and consumer trends
With respect to the internet trends, the consumer trends have changed considerably and
the Irish population has been spending more money online within the coming few years. The
consumers are stressing upon and increasing high speed internet connectivity and according to a
report based on Virgin Media Digital, Irish consumers will be shelling out around €14.1 billion a
year by 2020 on the e-commerce trends (Grönroos and Voima 2013). Hence, different businesses
need to take advantage of the given trend and make considerable purchases based on this.
Target market
The chosen target market for the organization is given as follows:
 Individuals aged above 50- This is because, it had been observed from the market
analysis that these people have taken an early retirement for which they need to utilize
their time effectively. Hence, for the new marketing plan, this target segment can be
catered to.
 Housewife’s- The housewife’s can also be targeted as a different marketing segment as
the segment has not been targeted by other companies present in the same market and for
this reason, this segment is suitable for the NSC.
 Health freaks- Who consider health to be a crucial aspect of the organization. Aged
between 18-40
Rationale
The given target market has been selected so that the organization can take advantage of
the untapped segments and the increase in revenue can be converted to reality.
Positioning statement
A customer friendly gym which provides excellent services to the members and
customized plans.

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Competitor Analysis
There are various gym companies as present in Ireland which have already captured a
majority of the market. These gyms are SBG Ireland, NGS fitness, Fight Factory, Body
dynamics, the fitness Habit and Educo Gym. These gyms have changed their offerings with the
changing times and tend to provide specialized services to the different consumers like Zumba
classes and others.
Objective
SMART
The SMART objective is to generate 50,000 new members by December 2018.
Specific- To generate membership
Measurable- In terms of revenues
Achievable- based on past trends (Ryan 2016).
Realistic- Capable of achieving the target
Timely- Before the end of 2018
Online objectives
To sell: To sell the membership online so that the members can avail the services.
To serve-This means to provide a website of the gym which uses the customer values to improve
the services.
To speak- This is a measure to ensure that the customers can get their queries cleared using chat
room and other methods.
To sizzle-To build the chosen brand successfully.
To save- To save the cost of pamphlets, reduce service costs and other measures.
E-Strategy and Tactics
Acquisition and Retention base strategy
The strategy which will be adopted by the National Sports campus tends to fall under the
category of Acquisition based strategy (Tiago and Veríssimo 2014). The organization has set out

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a measurable target of ensuring that it is able to acquire 50000 customers who will then help in
increasing the revenue system of the organization. Hence, this falls under the acquisition based
strategy.
Estrategy
Sequence
The sequence of strategies followed will be as follows:
Research analysis- The gym department first needs to conduct a research analysis based on
which the organization needs to find out the different trend analysis and target market segment
which will assist the organization in ensuring that it gathers the right kind of data for the right
kind of consumers (Kotler 2015).
Generating traffic- After the research has been conducted, the company needs to gather customer
data and the potential list of those customers, to whom the company will be able to send an email
to or the customers who might be interested in the membership of the gym (Ramaswamy and
Mosher 2013).
Introduce website for online admission- After the traffic has been generated, the website of the
gym shall be introduced and will be open for online admission where different customers will be
able to avail to the services.
Using offline techniques like banners and billboards to support the online strategy.
Use mobile strategy- After the online website strategy has been approved, the mobile strategy
will be formed for the long term.
The marketing mix is as follows:
Product- The product to be sold is the gym membership
Price- The price is the cost of the membership which will be stated as per industry standards.
Place- The place chosen for the strategy is Ireland.

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Promotion- Various promotional strategies will be used but a majority of them will be e-
promotion strategies.
Physical evidence- The organization will have an online presence in the form of a website where
the customers can apply for the gym membership and purchase it online. However, the services
will be availed at the gym.
Process- The process involved is very simple in the sense that the customers will be allured
using various e strategies after which they will be convinced to purchase the package of the gym
membership (Järvinen and Karjaluoto 2015).
People- The people involved in the given procedure are the marketers planning for the
procedure.
5S
To sell: To sell the membership online so that the members can avail the services through the
website.
To serve-This means to provide a website of the gym which uses the customer values to improve
the services (McDonagh and Prothero 2014).
To speak- This is a measure to ensure that the customers can get their queries cleared using chat
room and other methods.
To sizzle-To build the chosen brand successfully.
To save- To save the cost of pamphlets, reduce service costs and other measures.
Integration
The online strategy will be combined with the offline strategy. The different customers
who are availing the membership offer using the online website will be provided with special
offers and package discounts in order to ensure that the different customers are lured to abide by
the e strategies being used and they use the online medium in order to avail the different services
of the company (Stead and Stead 2013).

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Tactics
The tactics which are generally used for in order to ensure that the e strategy which
comes into implementation is carried on successfully. The tactic generally take the shape of the
tools which are used in order to ensure that the strategies and plans which have been formulated
can take place in reality.
The different tactics to ensure that the given strategies come into action are as follows:
Website: In order to ensure that there is a point of contact between the members and the
organization, a website needs to be used which will then ensure that the company is able to
display the different facilities being provided by it and thus use the website to get customer
queries
Opt in email: Using the database as researched and gathered by the organization, the
organization can choose to send different emails to the different customers regarding the benefits
of gym and the different offers applicable to the members who avail to the services online
(Gronroos 2016).
Advertising tools- The organization will also put up different banners outs die the gym and
billboard advertising as well in order to ensure that the customers check the offers.
Database- The database of the different consumers shall be collected via different mediums and
channels.
Actions and Control
Sr. No Activity Person
responsible
Contents Budgets Key
Performance
Indicators
Time
frame
1 Research
analysis
The general
manager
The gym
department
will conduct
a research
analysis
$200 Enquires-
unique
Number of
visitors-
3 weeks

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based on
which the
organization
needs to find
out the
different
trend
analysis and
target market
segment
which will
assist the
organization
in ensuring
that it gathers
the right kind
of data for
the right kind
of consumers
unique
2 Generating
traffic
The
marketing
manager
After the
research has
been
conducted,
the company
will gather
customer
data and the
potential list
of those
customers, to
whom the
$200 Enquiries
generated
Sales
generated
2 weeks

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company will
be able to
send an email
to or the
customers
who might be
interested in
the
membership
of the gym
3 Website The
marketing
head
After the
traffic has
been
generated,
the website
of the gym
shall be
introduced
and will be
open for
online
admission
where
different
customers
will be able
to avail the
services
(Foxall
2014).
$1000 Subscriptions
and related
increase
Enquiries
generated
Sales
achieved
Conversion
rate
Continuous

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4 Offline The
marketing
head
Using offline
techniques
like banners
and
billboards to
support the
offline
strategies
achieved.
$1000 Subscriptions
and related
increase
Enquiries
generated
Sales
achieved
Conversion
rate
3 weeks
5 Mobile The
marketing
head
After the
online
website
strategy has
been
approved, the
mobile
strategy will
be formed for
the long term
(Martelo
Landroguez,
Barroso
Castro and
Cepeda-
Carrión
2013).
$300 Subscriptions
and related
increase
Enquiries
generated
Sales
achieved
Conversion
rate
2 weeks
6 Controlling The It will be 2 weeks

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manager checked
whether all
the activities
done are
done in
proper
sequence or
not and
whether the
KPIs have
been set are
achieved or
not
7 Corrective
Action
The
manager
In case of
any
discrepancy,
corrective
measure
1 week
Summary budget
Particulars Amount in
($)
Research analysis 200
Generating traffic 200

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Website 1000
Offline 1000
Mobile activities 300
Total 2700
Gantt chart
Activity Weeks
Wee
k1
Wee
k2
Wee
k3
Wee
k4
Wee
k5
Wee
k6
Wee
k7
Wee
k8
Wee
k9
Wee
k10
Wee
k11
Wee
k12
Resear
ch
analysi
s
Genera
ting

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traffic
Websit
e
Offline
Mobile
Contro
lling
Correct
ive
Action
Conclusion
Therefore, from the given analysis it can be stated that, any organization who is aiming to
prepare a marketing plan needs to have a well-structured set if activities which ill ho a long way
in assisting the company to ensure that the right actions have been taken and the control
measures are adopted adequately.

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References
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Grönroos, C. and Voima, P., 2013. Critical service logic: making sense of value creation and co-
creation. Journal of the academy of marketing science, 41(2), pp.133-150.
Gronroos, C., 2016. Service Management and Marketing: Managing the Service Profit Logic.
John Wiley & Sons.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Martelo Landroguez, S., Barroso Castro, C. and Cepeda-Carrión, G., 2013. Developing an
integrated vision of customer value. Journal of Services Marketing, 27(3), pp.234-244.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and
future. Journal of Marketing Management, 30(11-12), pp.1186-1219.
Pasquier, M. and Villeneuve, J.P., 2017. Marketing management and communications in the
public sector. Routledge.
Ramaswamy, S.K. and Mosher, G.A., 2013. Marketing Management.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stead, J.G. and Stead, W.E., 2013. Sustainable strategic management. ME Sharpe.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.

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