Principles and Practices of Marketing for Virgin Active's Expansion in Brazil

Principles and Practices of
Marketing
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Contents
Principles and Practices of Marketing.............................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................7
CONCLUSION...............................................................................................................................8
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing is the set of activities perform by an organization to promote and sell the
products or services to the customers. It is considered as the process that includes product design
and development, research, customer service and promotion. The four basic marketing principles
are Place, Price, Product and Promotion. It helps the firms to get an understanding about the
product or service that is offer to the customers. In this presentation, the company that is
undertaken is Virgin Active; it is a health club chain in various countries such as Botswana,
South Africa, Australia, Thailand etc. The company was founded by Richard Branson and
Matthew Bucknall in 1999 and its first headquarter was situated in Milton Keynes but currently
it is situated in London, United Kingdom. The company wants to expand their operations in
Brazil to increase their market presence in the global level and to increase the revenue and
profitability of the firm. SOSTAC framework helps to raise the question that helps in planning
and executing any project. This model is given by PR Smith, which is mainly used for making a
plan related to marketing and business process. It Stands for Situation, Objectives, Strategy,
Tactics, Actions and Control. It is considered as the standard strategy and planning framework
among the companies of varies sizes like small, medium or large enterprises.
TASK 1
Situation analysis :- It is the first stage of the SOSTAC process that provides a general
description of the firm. In context with Virgin Active the situation analysis based on the
following macro environment factor of Brazil that is discussed below :-
 Political factors :- It basically involves the government laws and decision that
authorities of the government makes to provide some guidelines to the companies or
firms that are out of control and not following the principles. This factor elements are
such as government policies, international trade policy, tax policy etc. In context with
Virgin Active expanding their business in Brazil, the company has to follow all the
guidelines provided by the country to run their business. So that in future the company
did not have to face any challenges and difficulties to run their operations.
 Economic factors :- These are the factors that can affect the economy and influence the
investments but are not linked to the business. It includes interest rates, employment and
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