Marketing Strategy for PureGym

This assignment requires a thorough analysis of PureGym's current marketing strategy. Students must identify the company's strengths, weaknesses, opportunities, and threats (SWOT) and evaluate its effectiveness. The assignment involves applying the DRIP marketing model to craft compelling offers and messages for PureGym's target audience. Additionally, students are expected to propose strategies for leveraging social media platforms to enhance brand awareness and customer engagement.

Running head: Management and organization
Management and organization

Management and organization
Table of Contents
Introduction.......................................................................................................................................................3
Background of the company..............................................................................................................................3
Organizational structure of the pure gym..........................................................................................................3
Modern management approaches....................................................................................................................5
Two innovative strategic management objectives of the company...................................................................6
Conclusion.........................................................................................................................................................8
References.........................................................................................................................................................9
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Management and organization
Introduction
The report focuses on the business operations and activities of the pure gym. It outlines that
how the company is implementing and using various modern management approaches within the
organization to gain long-term targets and benefits. Further, the report explains SWOT analysis of
the company. The pure gym is one of the biggest players in health and fitness center. It also explains
the system approach and contingency approach of the organization to maintain effective
management within the organization.
Background of the company
The pure gym is a chain of no-frills fitness clubs in the United Kingdom. The company was
founded on 2009 in the United Kingdom. The chain is based in Leeds and it has gyms around the
United Kingdom. The company is planning to open 300 gyms by 2020. After the various
researchers, it has been evaluated that the company has over 180 gyms around the United Kingdom.
The gyms open 24 hours a day and it provides fixed and free weights, cardio equipment, Zumba and
exercise classes across the world (Vandeveer & Menefee, 2010). Swimming pools are not available
in Gyms because they are very expensive. Peter Roberts is the founder of the company. The
company is privately owned by CCMP capital and other investors around the world. In today’s era, it
is growing and succeeding in the global market. In this way, the revenue and profit of the company
have increased. All pure gyms are focused by the real-time (Nurkkala, Kalermo, and Jarvilehto,
2014). It is one of the biggest fitness and health club centers around the world. Along with this, the
company uses effective technologies and strategies to increase the revenue and to improve the
services of the fitness center (Belch, Belch, Kerr & Powell, 2014).
Organizational structure of the pure gym
The organizational structure of the company is unique and effective. The company is using
effective strategies to deliver a great experience for the members and people. It is using leadership
styles to inspire and motivate to the trainers and mentors for providing excellent training to the
young people. The team of the pure gym is dedicated and supportive (Shen et al, 2016). They are
focusing on the business activities and operation by providing various services to the members and
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Management and organization
people within the organization. The organizational structure consists chief executive officer, chief
financial officer, chief operating officer, and non-executive director. Further, it uses various
promotional and advertisement strategies to explore and expand the business activities and
operations within the organization. The pure gym is making effective plans and policies to gain the
success and growth in near future. Adam Bellamy is the chief financial officer and Jacques De Bruin
is the chief operating officer of the pure gym company. Richard Zannino is a non-executive director
of the company. The firm uses various effective marketing strategies and plans to promote and
enhance the services and facilities of the pure gym. In this way, the company is overcoming on the
competitors around the world. Through its effective organizational structure, the company is able to
gain the long-term mission and vision in the health and fitness sector (Belch, Belch, Kerr & Powell,
2014).
Organizational structure of pure gym
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Management and organization
Modern management approaches
Modern management theory refers to the emphasizing the use and utilization of systematic
mathematical techniques, methods, policies in the system with evaluating and analyzing the
interrelationship of the management and employees in all the aspect. The system approach of
modern management theory has been discussed below (Chung, Lu Wang, and Huang, 2012)
System approach: System approach is one of the dominant organizational theories in modern
management. A system is a set of distinct parts which is very complex. A system can be open and
5
General Manager
PA to the general
manager
Sales and marketing manager Gym and studio manager Cleaning and maintenance team
manager
Sales team leader Marketing team
leader
Gym team
manager
Studio team manager Cleaning team
manager
Maintenance
team leader
Sales
Sales
Marketing
Marketing
Gym staff
Gym staff
Studio staff
Studio staff
Cleaning staff
Cleaning staff
Maintenance
Maintenance

Management and organization
closed. An open system interacts with its environment by the way of outputs, inputs, and
throughputs. Further, a closed system is not influenced by its atmosphere and environment. In
addition, an open system is a system which is affected by its environment. An organization is also
considered a system which includes resources, assets, information, employees, and products that
form an intricate system. Pure gym organization can use this approach to run the business activities
and operations successfully (Mullins, 2016). Most of the theories are considered as an open system
within the organization. There are three elements of the open system which include inputs, outputs,
and throughputs. The system approach includes mathematical and organic theories. The system
approach is based on the econometrics, mathematical analysis and operation research to overcome
on the competitors within the organization. Through system approach, employers and top
management can make effective and unique decisions in order to determine the long-term success
and growth of the pure gym. The company can attract more people around the world (Cao, Huo, Li
and Zhao, 2015).
Along with this, contingent theory is a management theory which advocates the most effective an
appropriate and suitable style of management is dependent on the context of the circumstances and
situations within the organization. It is the effective and unique approach to the management to
attain the long-term goals and objectives of the company. It is also known as a situational approach
(Johanson & Mattsson, 2015). The theory explains that managerial action depends on the particular
circumstances. This theory is used by the various businesses to increase and maximize the revenue
and profit of the company. The companies use this approach to deal and handle the various
challenges and risks of the market. The contingency approach helps to put the right people in the
right place and job. It develops various strategies and policies to resolve the various issues and
problems of the organization. Both the approaches are used by the pure gym to manage and handle
the activities and operations of the firm. The company cannot make a good image without using
effective and unique modern management approaches within the organization (Estrin, Korosteleva &
Mickiewicz, 2013).
Two innovative strategic management objectives of the company
The pure gym is working for the fitness and health of the people around the world. The main
aim of the company is to engage adults and young people into physical fitness, nutrition, and health.
The company is working on the fitness of the young people and as well as adults. The company is
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Management and organization
working with several organization and partners for rendering a wide range of free services such as
vacation training, healthy cooking workshops and mentoring support. Trainers and mentors have
been appointed by the company for providing fitness training to the people within the organization
(PureGym, 2017). The SWOT analysis has been discussed below to identify the innovative
objectives of the company (Osborne, Radnor, and Nasi, 2013).
Strengths Weaknesses
 It is the large member base and it is
located in good location and it is unique
in pure gym companies.
 It is well established and 24/7 access.
 It rated 4/5 by the Google
 High personal training turnover(1 per
month 2014)
 Induction availability and class
availability.
 Club capacity and equipment
availability.
Opportunities Threats
 Increasing health-conscious population
 High football area
 Based in Manchester’s financial sector.
 Competitors are the main threat of the
pure gym company.
Further, the innovative objective of the company is to introduce and conduct educational
programs for the people around the world. In addition, they provide knowledge and experience to the
young people and adults related to the fitness. The company has created a public affordable fitness
gym which will help to the people become healthier. The company renders gym facilities at
reasonable prices. The company increases the physical activity to reduce and prevent the
cardiovascular disease, and diabetes among the people (Ghadge, Dani, and Kalawsky, 2012). Now it
is assumed that the ultimate goal and objective of the pure gym is to provide help to make its
members and people happier. A further aim of the pure gym company is to open 25-20 premises in
the UK in 2017. The company has made a gym chain to attract more people in the UK. It is the
biggest gym chain in the UK (Antony, 2012). The partners of the pure gym are investing a large
amount to explore and flourish the business activities and operations globally. If the company wants
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Management and organization
to gain more revenue and profits then it should focus on the clients and young people. The company
uses effective and unique leadership style to attain the long-term vision and mission of the firm.
Conclusion
On the above discussion, it has been concluded that pure gym is one of the biggest fitness
centers around the world. It uses various types of strategies and plans to attract more young people
and adults in the United Kingdom. Further, the organizational structure of the company is very
effective and excellent. Along with this, pure gym uses effective and excellent situational and system
approach to gain revenue and profit around the world. In addition, the company needs to focus and
analyze the plans, policies, and strategies of the competitors to gain competitive advantages in the
world.
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Management and organization
References
Antony, J., 2012. A SWOT analysis on Six Sigma: some perspectives from leading academics and
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698.
Belch, G.E., Belch, M.A., Kerr, G.F. & Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Cao, Z., Huo, B., Li, Y. and Zhao, X., 2015. The impact of organizational culture on supply chain
integration: a contingency and configuration approach. Supply Chain Management: An International
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Chung, H.F., Lu Wang, C. and Huang, P.H., 2012. A contingency approach to international
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Drafke, M., & Murtaugh,J., 2009. The Human Side of Organizations 10th ed., FT Prentice Hall
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http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/use-drip-
model/
Johanson, J. & Mattsson, L.G., 2015.Internationalisation in industrial systems—a network approach.
In Knowledge, Networks and Power (pp. 111-132). Palgrave Macmillan UK.
Mullins, L.J., 2016. Management and Organisational Behaviour 11edn. Harlow: Pearson
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Nurkkala, V.M., Kalermo, J. and Jarvilehto, T., 2014. Development of exergaming simulator for
gym training, exercise testing and rehabilitation. Journal of Communication and Computer, 11,
pp.403-411.
Osborne, S.P., Radnor, Z. and Nasi, G., 2013. A new theory for public service management? Toward
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PureGym, 2017, About Us, viewed on July 28, 2017 from https://www.puregym.com/about-us/
Shen, G.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H. & Li, H.N., 2016. Effective marketing
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Vandeveer, R., & Menefee, M., 2010. Human Behavior in Organizations 4th edn. FT Prentice Hall
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