BSBMKG502 - Establish and adjust the marketing mix

School of Vocational Business Education
Assessment Record and Cover Sheet
Assessment information
Unit(s) of competency: National code: BSBMKG502/ BSBMKG419
National title: Establish and adjust the marketing mix /
Analyse consumer behaviour
Qualification: National code: BSB50215
National title: Diploma of Business
RMIT Program:
Course Code:
C5358
MKTG7886C / MKTG7976C
Assessment Duration and/or
due date
See Canvas
Student to Complete:
Student Name:
Student Number:
Student Declaration:
I declare that in submitting all work for this assessment I have read, understood and agree to the
content and expectations of the Assessment Declaration (See Canvas/RMIT Website).

Marketing PlanReport to Senior Management
1.Title Page
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Contents1. Title Page..................................................................................................................................................2
2. My Business..............................................................................................................................................4
Type:.........................................................................................................................4
Vision:........................................................................................................................4
Mission:.....................................................................................................................4
Business owner(s):........................................................................................................4
Products or Services:.....................................................................................................4
3. Marketing Objectives...............................................................................................................................5
Product(s) Development:................................................................................................5
Product Distribution:.....................................................................................................5
Product Pricing:............................................................................................................5
Product Promotion:.......................................................................................................5
Customer Service Levels:.................................................................................................5
4. Market Overview......................................................................................................................................6
Target Market:.............................................................................................................6
Market Size:................................................................................................................6
Market Potential:..........................................................................................................6
Market Structure:.........................................................................................................6
Market Trends:.............................................................................................................6
Sources of Information:..................................................................................................6
SWOT Analysis:............................................................................................................7
5. Competitors..............................................................................................................................................8
Competitor profile:........................................................................................................8
Direct Competitors:.......................................................................................................8
Indirect Competitors:.....................................................................................................8
Market Share:..............................................................................................................8
Strategic Alliances:........................................................................................................8
6. Market Segmentation..............................................................................................................................9
Customer Needs:..........................................................................................................9
Customer Characteristics:...............................................................................................9
Customer Behaviour:.....................................................................................................9
7. Marketing Mix Strategies.......................................................................................................................10
Levels and Types:........................................................................................................10
8. Marketing Action Program.....................................................................................................................11
Product or Service:......................................................................................................11
Marketing Communication:...........................................................................................11
Marketing Procedures:.................................................................................................11
Organisational Structures:.............................................................................................11
Marketing Objectives Due:............................................................................................11
9. Control Program.....................................................................................................................................12
Monitor Marketing Mix Against Performance:....................................................................12
Marketing Budget.......................................................................................................12
Profit-And-Loss Summary:.............................................................................................12
Contingencies:...........................................................................................................12
10. Report..................................................................................................................................................14
Product Development:.................................................................................................14
The Consumer:...........................................................................................................14
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Introduction
The report is prepared to discuss about the marketing plan for the health and
fitness club named True Health Fitness gym in Australia. It is one of the major health
and fitness clubs that has provided the best quality health and fitness services at
convenient prices and managed affordable gym memberships as well to facilitate
better management of health and wellbeing for the consumers who are heath
conscious in Werribee (Fitness.org.au 2018). The topic will illustrate about the
marketing objectives to be achieved along with the analysis of market conditions,
company strengths, weaknesses, competitors and how the organization will segment
its market as well.
2. My Business
Type:True health fitness is a gym, which comes under the health and fitness clubs industry. True health
fitness is a franchise that provides affordable gym memberships, martial arts classes and massages
to average health-conscious consumers in Werribee.
The health and fitness club is basically a well known gym that delivers best quality
health and fitness services and aims at targeting the people in the Weribee area aged
between 15 to 45 years. The health conscious customers are also targeted because
they are mostly concerned with the purchase if products that can fulfil their needs
and preferences and at the same time, facilitate their health and wellbeing (Lovelock
and Patterson 2015). The company thus has a vision to become one of the leading
health and fitness clubs and mission statement revolves around the delivery of
healthy living options a reasonable prices for the customers in Australia. Few of the
products and services delivered by the company are massage therapy items, t-shirts,
sweat suits, active wear items, martial art items, etc.
Vision:We aim to become the leading franchise in the health & fitness clubs industry.
Mission:Provide exceptional healthy living options for customers at competitive rates.
Business owner(s):
Products or Services:List what products or services you will bring to market
Product/Service Description Price
Martial arts Martial arts are traditions of combat Adult:
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practices, which can be used for self-defence. $55/month,
$8.39 including
GST
Child:
$35/month,
$5.34 including
GST
Massage therapy
Massage therapy is the manipulation of soft
body tissues to enhance a person’s health
and well-being.
$40/session,
$6.10 including
GST
T-shirts True health fitness merchandise with the logo
printed on the t-shirt.
$15 each, $1.36
including GST
Sweat suits True health fitness logo printed on the sweat
suit.
$40 each, $3.64
including GST
Child care We will take care of your children while you
workout. Free
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3. Marketing ObjectivesAs every organizations aim to enhance brand name and image and increase the
customer base, the same is the marketing objective for True Health Fitness gym in
Australia. The major business marketing objectives are to increase the membership
by 1 percent along with the development of sports duffle bags and introducing ne and
healthy protein shake bottles for the members as well. The production distribution
objective include display of products at the front desk to make customers aware
while the pricing is also considered as a major goal that can influence the buying
behaviours of consumers with ease and efficiency. The main objectives include:
Increase membership by 10%
Develop a sports duffle bag and a protein shake bottle for the members.
Product(s) Development:Goal/Objective Description By when
Protein shake bottle Shaker with gym’s logo. January 2019
Sports duffle bag A bag to keep all your belongings in the
same place. January 2019
Product Distribution:Goal/Objective Description By when
Protein shake bottle Display the product at the front desk. January 2019
Sports duffle bag Display the product at the front desk. January 2019
Product Pricing:Goal/Objective Description By when
Protein shake bottle $15 January 2019
Sports duffle bag $39.95 January 2019
Product Promotion:Goal/Objective Description By when
Protein shake bottle Promote through true health fitness’s
website/social media platforms.
December 2018
Sports duffle bag Promote through true health fitness’s
website/social media platforms. December 2018
Customer Service Levels:Goal/Objective Description By when
Protein shake bottle Provide exceptional customer service. January 2019
Sports duffle bag Provide exceptional customer service. January 2019
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