THE STRATEGIC MARKETING PLAN

Running head: STRATEGIC MARKETING PLAN
Strategic Marketing Plan
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
1. About the Company – Pure Gym..........................................................................................3
2. Value Proposition.................................................................................................................3
3. Key Challenges.........................................................................................................................5
4. Marketing Objectives...............................................................................................................6
5. Strategic Marketing..................................................................................................................7
6. Marketing Tactics – Traditional and Digital............................................................................8
5. Marketing Strategies using Digital Platforms..............................................................................9
7. Action Plan.............................................................................................................................11
8. Ethics Sustainability and CSR................................................................................................12
9. Controls, Measurement and Review...................................................................................13
Task 2 – Assessing the Effectiveness of the Uppsala Mode.....................................................14
References and Bibliography.........................................................................................................16

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Introduction
Pure Gym is a no frills fitness center operating in the United Kingdom, and offering high
quality fitness services for its target audience. Pure Gym has acquired name and fame for giving
its customers access to the latest up to date fitness equipment, with fitness instructions being
provided by skilled and qualified fitness experts. Based on the details provided in the given case
study, Pure Gym is a fitness center that does not incur establishment costs in the same way that
other fitness centers are seen to do. There are no saunas or swimming pools that are maintained
by the gym and it is also seen to hire very few staff to ensure the proper running of the gym. The
registration for membership is something that can be undertaken online and customers have to
pay a meager amount of 20 pounds in a month in order to avail the various facilities that are on
offer at the gym. The given case study reveals also about how the fitness industry in the United
Kingdom is facing a spurt in terms of growth and development, with the demand for access to
fitness centers currently being at an all-time high in this part of the world (based on given
scenario). This assignment prepares an international marketing plan that can be utilized by Pure
Gym in order to expand its business to international stores, with the country of expansion in this
case being Germany. The assignment is one that takes the form of a report and engages in value
proposition analysis of Pure Gym, followed by a listing of the key challenges facing the
company, a description of smart objectives, the marketing strategies that are to be deployed by
the company in the country of expansion, in addition to an action plan and budget for the
implementation of the marketing agenda. The report concludes by listing all the steps or
measures that will be taken to evaluate this international marketing plan and to assess in
particular, how effective the marketing plan has been upon its implementation.

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1. About the Company – Pure Gym
Pure Gym is a fitness center in the United Kingdom that offers its customers the
opportunity to engage in fitness activities at a rate that is quite affordable. There is no contract
that users have to sign in order to be able to use the facilities available at the gym and the rate
that members have to pay in order to be able to use the services that are offered at this gym is
simply twenty pounds. Pure Gym is able to maintain its services in spite of charging such a low
fee because of the fact that there are limited or no establishment costs that the gym has to incur.
There are no reception staff members or marketing specialists deployed by the company, and
while it is serviced by a number of qualified gym instructors, these are people who are self-
employed for the most part. The process of registering for the services that are offered at the gym
can be undertaken online and the fact that there are no pools or saunas as maintained implies that
there are no additional expenses that are to be incurred by this fitness center (based on given
scenario). Also, the huge and ever increasing demand for fitness centers in the UK as
demonstrated in the given scenario indicates that this is the right time for the business to be
expanding to international shores. The country of Germany is a good choice for expansion for
the company, as German people are as conscious about their health and their wellbeing as people
living in the UK are (Buccacio et al. 2019).
2. Value Proposition
The value proposition for business expansion is something that is going to be undertaken
using Porter’s Value Chain analysis model.
Inbound Logistics – Pure Gym is serviced by an elaborate network of suppliers and distributors
in the UK who can be relied upon to supply the business with the raw materials that it needs, in
the form of high quality fitness equipment for use in the new fitness center that is to be opened in

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Berlin, Germany. At the same time, the prevalence of fitness centers in Berlin and the demand
for fitness services in this part of the world implies that there will be a network of distributors
and suppliers in Berlin as well, who can provide the enterprise owners with access to physical
spaces where the fitness center can possibly be opened up in addition to the provision of essential
materials and equipment with which to run the new business center (Dinner et al. 2019).
Operations – The new fitness center in the capital city of Berlin will entail the provision of high
quality fitness services in the form of regular gym sessions that are conducted from seven am in
the morning to six pm in the evening. The new fitness center will be serviced by competent gym
instructors, who hail from Berlin, and who have the expertise and the experience that is
necessary to provide the new customers with the guidance required (Grunert 2019).
Outbound Logistics – The Pure Gym business center is one that is going to count on a team of
competent marketing professionals in the new destination for expansion, which is the capital city
of Berlin in Germany, for spreading awareness about the new fitness center while also
networking with local suppliers and distributors to gain an understand of how best the fitness
center can be set up, where it can be located, and the period of time within which the new center
can be set up and operated (Grunert 2019).
Marketing and Sales – In order to be able to sell the new fitness center in Germany, in Berlin,
the business will have to create an elaborate network of marketing professionals who have the
power of persuasion that is necessary in order to convince customers here to go ahead and
procure the services that are being offered by the fitness center. At present, in the UK, the
company has a network of trusted marketers whose services it can presently use to understand

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how to best market and promote the new fitness center that will be opened shortly in the city of
Berlin in Germany (Ibeh et al. 2019).
Service – A customer care support service system will have to be in place to address the queries
and the needs of customers in the new city and country of expansion. It is necessary for the
customer support officials in Berlin to be recruited from Berlin itself so that they can
communicate in both German and English, to help customers out with the services that are being
offered by the fitness center and which they choose to avail (Ibeh et al. 2019).
The above analysis shows that there are a number of factors or aspects that need to be
looked into in order for the Pure Gym fitness center to establish value for its new enterprise in
Berlin, and for it to convince the customers or target audience in the country of expansion, that
the services being offered by this fitness center are certainly worth availing.
3. Key Challenges
The challenges that will accompany the expansion of Pure Gym into Berlin Germany will
be analyzed below using the framework of SWOT Analysis.
Strengths – Pure Gym is a fitness center that is serviced by properly qualified fitness instructors
who are mostly self-employed and who have the capacity to offer customers with the expert
guidance that they need to attain fitness goals in an easy and effective way. These fitness
instructors can guide and train fitness experts in Berlin, giving them the tips and suggestions they
ought to bear in mind to train customers in an efficient manner. Pure Gym is a business that
makes its services available at very low prices, which is why there is a huge demand for its
services among customers (Buccieri et al. 2019).

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Weaknesses – Pure Gym is not a fitness center like all other fitness centers in the sense that it
does not give its customers access to saunas and swimming pools that other gyms are known to
do. Only high quality health training services can be availed by customers who sign up for the
facilities that are offered by Pure Gym (Ibeh et al. 2019).
Opportunity – There is a huge demand for fitness services in the country of German, given that
the average German is quite conscious and eager to live life in a healthy and productive manner.
The new business is certain to find enough opportunity to grow and expand to the fullest possible
extent, in Berlin, Germany (Grunert 2019).
Threats – Currently, the demand for fitness services is very high in the UK, and the rise in the
number of fitness centers indicates that there are many rivals and competitors that the company
has to combat, in order to stay ahead in the game. This is likely to be true in the case of Berlin as
well, where fitness is one of the key priorities of people and where there are already quite a few
fitness centers of repute, in operation already (Dinner et al. 2019).
4. Marketing Objectives
The marketing objectives of the international expansion of Pure Gym shall be evaluated
through the use of SMART Criteria –
Specific – The aim of the business is to offer high quality fitness services to health and fitness
enthusiasts in Berlin, with the timing of services being from 7 in the morning to six in the
evening, the same as it is in the UK (Ji et al. 2019).

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Measurable – The success or the acceptance of the fitness centers can be measured by judging
the number of people who sign up for such services and the number of people who make
continued use of such services over a period of at least six months (Kaleka and Morgan 2019).
Attainable – Since Pure Gym is a no frills fitness enterprise, it will not incur the challenges
related to heavy establishment costs that other health businesses would face, hence the marketing
goals of the company are certainly within reach and may be attained easily (Kaleka and Morgan
2019).
Realistic – The demand for fitness services is high in Berlin, hence it is entirely realistic for the
business to set up a branch in Berlin and to expect this to be successful (Katsikeas 2019).
Time based – The success of the new enterprise in Berlin can be judged over a time frame of six
to 8 months to see how well the marketing agenda is taking shape and to judge how many people
are actually signing up for the services that are offered by this fitness center in Berlin. Six to
eight months is sufficient time to let the enterprise owners know whether the business is proving
to be a success in Berlin or not (Katsikeas 2019).
5. Strategic Marketing
In order to keep its services quite uniquely positioned in Berlin, the Pure Gym fitness
center is one that will make its services available to customers for a meager price of 20 Euro.
There is no contract to be signed by customers in order for them to avail such services (Li et al.
2019). All they have to do is pay the fee of twenty euros on a monthly basis in order to use the
fitness center in Berlin, as and when it is set up ad is seen to start running. It is hoped that by
keeping gym access priced at a truly affordable rate, the business can attract the attention of its

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target audience in the new country of expansion. Care will also be taken by the business to
ensure that the fitness equipment that is used in the new fitness center is the trendiest and that it
is easy to use. Additionally, a number of efforts will be made by the managers and owners of the
business to play the latest hip hop and pop music at the fitness center in Berlin so that engaging
in fitness exercises over here on a daily basis serves as an attractive option for the customers who
sign up for the services at this gym. They will want to come and exercise here regularly because
of how good and happy it makes them feel in order to do so (Li et al. 2019).
6. Marketing Tactics – Traditional and Digital
The traditional marketing tactics of Pure Gym in Berlin will be analyzed using the model
of the 4 P’s
Product – The product that is being marketed in this instance is the fitness services that are
offered at Pure Gym in Berlin, services that are akin to the services that are offered by the main
branch of the business enterprise in the UK. The fitness services on offer are those that are
suitable for any person who is able the age of 18 and who is looking to engage in muscle
developing and muscle toning activities, people who have weight loss goals and people who
simply wish to shed excess fat and avoid weight gain (Kaufmann et al. 2019).
Place – The place where the services are being offered is in Berlin, Germany. The demand for
fitness services in Berlin is quite high, given the fact that people in this part of the world are
rather health conscious. The fitness center shall be opened in a strategic section or place in Berlin
so that it can be readily accessed by people living in the city, both, those who live in and around
the city center and also those who are located on the outskirts, and who can get here easily using
public transportation services (Kaufmann et al. 2019).

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Price – The price of fitness services at Pure Gym shall be kept highly competitive, so that the
services on offer here may attract the attention and the interest of customers of every budget.
When it comes to the UK in particular, Pure Gym is an enterprise that does not cater to the rich
and elite only but is rather, seen to reach out to all sections of the society with its fitness services.
There is no contract which customers have to sign and paying twenty pounds is all that is needed
to access the fitness services available at Pure Gym. This is a trend that will be continued in
Berlin as well. The services shall be provided for a fee of 20 Euros, which is something that the
average Berliner will be able to afford quite readily (Dinner et al. 2019).
Promotion – A lot of effort will be invested by Pure Gym in promoting the fitness center in the
new country of location and expansion. Leaflets containing detailed information about the new
enterprise, the part of town where it is going to be situated and the services that people are going
to find on offer here will be circulated at leading shopping malls and departmental stores in the
city of Berlin. Pure Gym will also reach out to the local press, such as local newspapers that are
in circulation in Berlin to get them to advertise news about the gym opening in Berlin and the
many benefits and new services that customers can avail by signing up for services here. Thus,
both printed media and conventional forms of advertising and promotion such as the circulation
of leaflets and pamphlets will be utilized by Pure Gym to make its target audience in Berlin
aware of its new undertaking (Buccieri et al. 2019).
5. Marketing Strategies using Digital Platforms
This section will analyze the marketing strategies that will be adopted by Pure Gym in
Berlin, through the use of digital platforms and also by following the framework of 4 P’s.

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Product – The product that is going to be marketed digitally is the services that are offered by
the new gym in the country of expansion, which is Germany. Social media platforms are going to
be availed in order to make the target audience know about when the new fitness center will
open and the type of fitness facilities that they can expect when they sign up for services
(Leonidou, C.N. and Hultman, M., 2019).
Place – The place for marketing the new fitness services offered by Pure Gym in Berlin, as
mentioned above will be social media. Social media platforms like Instagram and Facebook and
also Youtube and Twitter for that matter will be heavily made use of by the business owners and
managers in order to spread awareness among the target audience about the new fitness center
and the sort of services that they can expect here. Facebook and Instagram shall be especially
utilized because of the fact that these are so heavily used by people around the world (Grunter
2019).
Price – That Pure Gym is a fitness center that is going to be offering its gym services at the most
competitive rates is something that will be made known to the target audience through Facebook
and Instagram. There are early bird discounts that will be announced on both these platforms so
that customers are duly informed about the amount of money that they can save on the fitness
services should they sign up for these earlier rather than later. The service fee is anyhow being
restricted to a meager sum of 20 Euros and by offering a wider range of deals and discounts on
the social media platforms (Katsikeas 2019).
Promotion – There will be no stone left unturned on the part of the business owners to promote
the new fitness center in Berlin to the fullest possible extent. Regular photos of the new fitness
center and the type of equipment that is going to contain will be uploaded on Instagram and

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Facebook so that customers can gain prior understanding of what they can avail when they pay a
visit to the fitness center and use its services. Videos of how to exercise well at home and videos
about how the equipment at the new fitness center ought to be used, the benefits associated with
the same, as well as videos of what the interior looks like and a sample of the type of music that
will be playing here shall be uploaded on the social media platforms on a regular basis
(Kaufmann et al. 2019).
7. Action Plan
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
22nd
to 23rd
Week
24th
Week
Print media promotion 
Print media promotion  
Creation of leaflets 
Distribution of leaflets   
Social media marketing
and promotion on
Facebook.
  
Social media marketing
on Twitter
 
Social media marketing
on Instagram and
Youtube


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Publication of updates
on Facebook and
Instagram
 
Publication of updates
and offers on Youtube
and Twitter

8. Ethics Sustainability and CSR
The matter of ethics and sustainability will also be looked into by making use of the type
of furniture in the gym that is environment friendly in nature. Bamboo furniture and the use of
solar lighting is something that is going to be opted for when setting up the new establishment in
Berlin. Every attempt will be made by the business to ensure that its operations in the new
country of expansion does not cause any harm to the surrounding natural environment, given
how important environmental conservation and preservation is perceived to be in Berlin. The
business will also wait for a span of six to eight months to see how well received the services are
in the city of Berlin, that is, whether or not there are sufficient takers for its services (Paul 2019).
Based on its business success in Berlin, the enterprise will commit itself to the upliftment of
social causes and issues that are seen to prevail in Berlin, so that it can win the respect and the
adulation of people living in the community and society where it runs its business operations.
Environmental issues and problems that are likely to arise on the social front every now and then
such as the issue of domestic violence and gender based issues, are those that the company will
commit itself to eradicating, once it sees that it is doing well business wise in Berlin and that

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there is scope for the company to do business in Berlin and have a presence here over the long
term (Pedada et al. 2019).
9. Controls, Measurement and Review
The marketing plan that is put into action is one that is going to be evaluated over a
period of six months in order to see how well it is working (Kumar 2020). The social media
analytics of the company will be observed and monitored on a regular basis and a website will be
created for the business specifically in Berlin, with care being taken to examine the analytics of
the same. By keeping watch on web based analytics, the business will gain an understanding of
how well received its services are in the new country of expansion, how often it is that people
visit the website and the social media pages of the enterprise to know more about the enterprise
and the services it has to offer and whether or not they are seen to like or approve of the many
images and videos of such services as uploaded on the website and on social media Kumar
2020).
Thus, by adhering to the tenets of the above marketing plan, Pure Gym can do a good job
of marketing its enterprise in the new country of expansion, which is Germany.
Task 2 – Assessing the Effectiveness of the Uppsala Mode
Uppsala Mode is one of the most well-known of internationalization strategies that a
business can opt for should it decide to expand its operations to a country that is not native to its
own. The Uppsala Mode is widely used by businesses around the world and the key argument
that is made by this particular model is that businesses need to establish themselves quite firmly
first in the domestic market because they transgress to international shores. Uppsala mode states

14STRATEGIC MARKETING PLAN
with clarity that businesses need to establish their strength in the domestic market in a number of
different ways (Wilderman and Sinha 2019), To begin with, competitive advantage is something
that needs to be established in the domestic country of its operations after which the business can
be expanded to international shores, and the level of resources that are used to undertake the
expansion to the new country is also something that needs to be kept to a minimum. In other
words, the Uppsala mode is one that puts business owners in a position to avoid risk at the time
of expanding the enterprise to a foreign destination. It requires business owners to first
strengthen themselves in the domestic country and ensure that they are financially secure before
they undertake operations overseas (Valliant and Laufente 2019).
The fact that the Uppsala Mode is based on what may be termed as the psychic concept
or notion of distance is what is its greatest weakness or most limiting factor. Business owners
who wish to expand to overseas destinations and who wish to run operations here in an effective
manner will be kept from doing so by being reminded of the many different financial and other
risks that they can experience upon doing so (Samiee and Chirapanda 2019). The fact that they
are going to set up business base in a new country altogether, a geographic space that is quite far
away from the place where the business has been conducting operations until date, is what
business owners are going to be reminded of when they decide to make use of the Uppsala Mode
of production and in the bargain, they may just end up refraining from the act of international
expansion (Sheth 2020). In the event that they do so, they will do so only after taking a lot of
care and precaution surrounding the particular matter. The Uppsala Mode is of course ideal for a
business like Pure Gym which is already well established in the UK, which has a firm and stable
client base in this part of the world and which can therefore opt to expand to an overseas
destination like Berlin in Germany. The Uppsala mode is likely to work well when implemented

15STRATEGIC MARKETING PLAN
by Pure Gym, especially since it is a no frills enterprise and there aren’t too many establishment
costs for the business to incur, in the new destination of international expansion (Buccieri et al.
2019).

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