BSBMKG501 - Bounce Fitness: Identifying and Evaluating Marketing

This project focuses on identifying and evaluating marketing opportunities for Bounce Fitness. It begins with secondary research to highlight the growing demand for fitness centers and personal trainers in Australia. The analysis identifies key marketing opportunities such as catering to the growing health consciousness of the population, offering value-added services like diet and nutrition plans, and expanding into new markets. The project also outlines the company's objectives, target customer base, and potential revenue streams. A competitive analysis identifies major competitors, and the impact of technology and legal considerations on marketing opportunities are discussed. The project concludes by recommending organizational changes to support business growth, including adopting new technologies and a decentralized structure. It also identifies the financial, equipment, and staffing resources required for expansion and emphasizes the importance of continuous organizational changes to improve service quality and adapt to market demands. Desklib provides students with access to similar solved assignments and past papers for further study.

T A A AT MA T PP T TIDEN IFY ND EV LU E RKE ING O OR UNI IES

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Contents
TASK 2..........................................................................................................................3
Activity A...................................................................................................................3
Activity B...................................................................................................................3
TASK 3..........................................................................................................................5

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TASK 2
Activity A
1. This is a secondary research.
(Mercer, 2015) the reference suggests that the company has an opportunity to
establish the fitness center in Australia because there is a demand for a personal trainer.
(IBIS World, 2018) the second reference tells that the company has an opportunity to
attract new customers.
2. Marketing opportunities of the company
Growing demand for business
Nowadays, people are more conscious about their health so that they focus on the fitness
center. Fitness center demand is increasing, which is beneficial for the Bounce Fitness. It has
an opportunity to enter into a new market for expanding the business. The market share of the
company increases by expanding the business in the new market.
Value-added services
It has seen that the fitness centers cannot survive long, by just providing the fitness services.
The company focuses on adding some new value services such as diet and nutrition, personal
training and food court. The company can charge more fees on these services, which
increases its revenue.
Growing health concern
According to the researcher, the consumption of fast food is increasing which is the reason
for obesity and lifestyle diseases. Therefore, people focus on losing weight and trying to

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participate in weight loss programs. Therefore, the company demand is increasing which are
profitable for the company.
Activity B
1.
a.
Expanding the business in the market is the main objective of the company. It has been
analyzed that due to increasing the demand of the company, it has an opportunity to enter into
the new market. Profit is also an objective of the company which can achieve by expanding
the business. For long-term growth, the company has an opportunity to provide new services.
b.
As per the research, people are more conscious about their health so that company targets the
old and young age people as customer target.
c.
By expanding the business into a new market, the company can grab the market share in a
large number of percentages. It can also earn a huge amount of revenue by providing new
services.
d.
By identified the market opportunity of Bounce fitness, the demand of the company increases
which increase the profit. Expanding business helps the company to increase the capital gain
and grab the market share.
e.

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In the fitness industry, the company requires a large amount of capital to invest in fitness
equipment. Personal trainers are the asset of the company that takes the money from the
company to train the people. Personal staff, finance, and fitness equipment are the
requirement of the company.
f.
The estimated amount of investment to grab the market opportunities is 50 lakh to 70 lakh.
g.
Community fitness, Better Bodies, and Forever Fit Gym are the three major potential
competitors of the Bounce fitness company.
h.
It has seen that the company earn more revenue by providing the new services on the higher
amount. The company grows continuously to enter the new market. It also increases the
capital gain of the company.
i.
Technology factor has a positive effect on the marketing opportunities. Technology improved
the fitness level of the people by introducing the new fitness equipment.
j.
There is no legal issue associated with the marketing opportunities but at the time of enter
into the new market, the company has to take the legal approval for setup the business in a
new market by the government of the country. It also takes the approval of the services which
is provided by the company from the government of the country.

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K.
According to the researcher, the company has a risk at the time of enter into the new market.
The company can suffer loss if the competitors of the company have a strong brand name in
the new market.
2.
Growing concern is the most viable marketing opportunities because increasing the consumer
needs for the services of the company is the essential part of the business growth. Value-
added services are also a viable opportunity, for expanding the business the company has to
offer the new services to attracting the new consumers. Increasing demand of the business is
the least viable opportunity because without the other opportunities the company demand is
not increasing.
TASK 3
1.
Organisational changes
Technology
Bounces fitness operation should change its mission and strategies to achieve the vision. The
company can adopt the new technology for expanding the business in the new market.
Technology makes the fitness more interactive that attracts the customers. The company
gained the tremendous amount of information which helps to develop and grow the business.
Structure

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It has analyzed that the company has to change certain activities to achieve the goal of the
organization. The company should adopt the decentralized structure which helps to grow fast
and give a high level of personal agency to every employee.
2.
In the fitness industry, the company requires a large amount of money to invest in the fitness
equipment. It is not possible for everyone to enter into the new market of fitness but it is
possible for those companies who have financial support. For offering the new services, the
company requires the personal trainers for giving the training to the customers. Fitness
equipment is the asset of the company, without the equipment company cannot survive long
in the new market. The fitness equipment requires a large amount of fund. Therefore, the
company requires finance, equipment, and personal trainers as the additional resources.
3.
As per the research, the company should adopt the changes year by year for the business
growth. Organisational changes did not affect the quality of services which is provided by the
company. Decentralisation structure helps the company to grow fast in the market because
every employee has their own power and responsibility towards the company which helps to
improve the quality of services. The company should adopt the new technology for
improving the quality of services. Technology develops the fitness level of people that
positively affect the consumers. Change in organization structure has a positive impact on the
quality of services instead of affecting the quality of services.