Comprehensive Marketing Strategies for Small Business Assignment

This assignment solution focuses on developing a comprehensive marketing plan for a small business, addressing various aspects from market analysis to implementation and performance evaluation. It includes multiple-choice questions (MCQs) and short answer responses covering topics like target market identification, ethical marketing practices, and digital marketing strategies. The assignment delves into topics such as social media marketing, open-ended questions for customer feedback, and essential business aspects to maximize profits. It explores methods for monitoring marketing activities, identifying and reducing performance gaps, and the importance of face-to-face communication. The solution also outlines strategies for promoting a healthy work environment, determining marketing effectiveness through metrics and predictive analytics, and evaluating product and service effectiveness using various tools and techniques. Finally, the assignment offers a summary of a business, detailing marketing objectives, responsibilities, budget, implementation plans, and marketing methods, including alternative strategies.

RUNNING HEAD: Market the Small Business 0
Market the Small Business
(Student Name)
11/9/2018

Market the Small Business 1
Table of Contents
Part 1..........................................................................................................................................2
Part A......................................................................................................................................2
Part B......................................................................................................................................2
Part D......................................................................................................................................3
Part 2..........................................................................................................................................6
Summary of Business.............................................................................................................6
Marketing Objectives..........................................................................................................6
Personal require with Role and Responsibility......................................................................6
Marketing Expectation and Budget........................................................................................7
Marketing Budget Plan...........................................................................................................7
Implementation Plan...............................................................................................................8
Packages..............................................................................................................................9
Payment Methods.............................................................................................................10
Target Audience................................................................................................................11
Style of session and Equipment used................................................................................11
Methods of Marketing......................................................................................................12

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Alternative Strategies........................................................................................................13
References................................................................................................................................14

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Part 1
Part A
MCQs
1 – a
2- b
3- a
4- d
Short Questions & Answers
1- The target market will be based on the type of business. In the business of health and
fitness, the owner needs to concentrate on three main things while considering the type of
client that want to attract.
Demographic – In this the customers are divided on the basis of age, gender, generation, and
income the business target new generation between the age of 14-45 years old, with the
income more than $10000.
Location – the target market is also depends on the location where the business will set up.
Psychographics – those individuals will be the target audience who are health conscious
cohort begin to gray and the attuned to the need to stay healthy (Montano, 2015).
2 – The main ethical code of conduct for marketing is integrity. The advertisement is the
important tool for promoting the business, therefore company need to adopt integrity in
advertising their business. During the marketing plan, the integrity will be kept in the mind
while making the marketing plan. Actual picture will be shown in the advertisement to follow
integrity in the business. The exercise professional may advertise in related with the
professional practices which will be free from misleading or unreliable, is not vulgar or

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sensational even though does not claim or imply the superiority of the professional exercise
over any or all other exercise professionals (Smith, 2014).
Part B
MCQs
1- a
2- a
Short Question & Answers
1- The best digital marketing which will be adopted is social media. Social media include
Facebook, twitter and other social networking sites. In the recent scenario, most of the
population are engaged in social media. Facebook is effective tools for marketing the brand,
through posting quality content on Facebook with the name of company. It will help in to
aware maximum customers in limited period time. with the reason that every person have
account in Facebook, through promoting page in Facebook will help in reach out maximum
customers in particular period of time (Sekaran & Bougie, 2016). PPC is also digital
marketing method in which the search engine will charge the amount on each time when the
advertisement clicked in the Facebook. It is the effective way to spread awareness about the
brand (Holliman & Rowley, 2014).
2- The main three example of open-ended question are explained in below points (Bryman &
Bell, 2015):
 Have you ever been a member of any health club before?
 When the last time you have exercised regularly and what was is the frequency of
training as well as what are the normal timings of your exercise?
 Is there any specific body part you would like and want to improve on?

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3- Business plays a prominent role in the success of any individual. There are certain business
aspects which the business should adopt to maximise profits. These are explained in below
points:
 Operating Procedure – the operating procedure of the business should be in such a
way that will increase the sale by offering new services or goods such a chiropractor,
selling vitamins, as well as offering the monthly or yearly service plans with the
bundle of offering discounted price to the visitors.
 Connected and Stay Visible – it is an important part to stay connected with the
public through using online media, through updating websites as well as blogs to
connect with the clients even though make the strategic alliances.
 Streamline Management Cost – the system for employee can be created to access
and add data which help in keeping the information updated and synchronized. The
automation will allow the business to run smoothly as well as help a scaled-down
workforce to finish more back-office work.
 Raise the marketing bar – marketing is all about the contiguity. The business can
gather instant presence through online marketing or networks which include
YouTube, Facebook, and Twitter. Setting up the group meetings, presentation of
sales and special promotion such as offer tutorial, demos, or new certification
sessions will help the business to gather the attention of public (Schaltegger &
Wagner, 2017).
Part D
1- There are certain technical ways to monitor the marketing activity of the business such as
HubSpot, Google Analytics, Hootsuite, Mixpanel and so on. Among such tools Hootsuite is
one of the effective tools to monitor the marketing activities. It is a tool which is designed for

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handling multiple social media channels at all one place. This tool is selected because it will
offer the real time analytic of social media metrics which involve clicks on links in the
content including followers, mentions as well the performance of social media. With the help
of such tool business will easily able to demonstrate the ROI of the social platform (Babin &
Zikmund, 2015).
2- The difference between expected and the actual performance is term as performance gap.
There could be the certain examples for the gap in the performance of business such as:
Untrained gym trainer - the untrained gym trainer will cater inefficient service which
generate dissatisfaction among the customers that lead to the gap in the performance.
Lack in the soft skill of the employee- it is tough to measure the soft skill which include the
affective domain. It includes the manner which everyone deals with things emotionally such
as feelings, appreciation, motivation, and enthusiasms. These traits are non-observable which
may create the performance gap in the business (Mitchell, 2016).
To reduce the performance gap or enhance the performance, the business can arrange the
professional expertise, who will able to examine the performance through feedbacks and
would able to analyse the gap, after analysing the gap by expertise corrective measures can be
done by the business. The training and development department can also be set-up to improve
the performance of the employees. Proper training will be provided to the employees that also
help in to motivate the employee and can able to find out root cause for the reason of
performance gap which would help in to cope up with the problem of performance gap (Boyd
& Schweber, 2018).
3- The face to face meeting is one of the effective tools to communicate with all the parties.
There are certain benefits of such type of meetings which are explained in below points:

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The face to face meeting is the best way to build the relationship among the people in
the business.
It helps in building the trust between the parties and empathize them to work more
efficiently.
It help in motivating the parties to work more efficiently, as their issues will be
resolve more quickly and prominently which may lead to the motivation among the
parties.
The face to face meeting gives a chance to understand the body language of speaker
as well as the parties who attend the meeting (Storey, 2016).
4- The three ways to promote the healthy environment are explained in below points:
Flexibility is freedom
Providing the flexibility to the employees with their schedule will help in promoting a sense
of freedom as well as reduce stress among the employees. Flexibility plays a vital role in the
business, the flexibility in the workplace provide an opportunity to he employees to work
more efficiently and effectively.
Program of Generous Paid Time Off
The program of generous paid off help in eliminating the exhaustion among employees by
providing them the plenty of vacations and sick time. Through such program, the employees
are able to take time off to relax by taking break from work, while returning for such
vacations or gap the employee would feel refreshed and energized.
Treat other with Respect

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To promote healthy environment in the workplace, every individual has right and need to be
treated well from the higher authority. Treat other with respect enhance the confidence level
among the individuals and make the environment healthier than the workplace where the
people are treated harshly. It is the right of every individual to be treated with respect and the
dusty of every individual to treat other with respect. Therefore is the effective manner to
promote positive workplace atmosphere in the business (Boyd et al, 2017).
5- There are two way to determine the effectiveness of marketing which are marketing
metrics and predictive analytics. There are certain ways to use such methods which are
explained below with examples:
Marketing Metrics: this tool is important because they incline to measure the output of the
things in terms of effectiveness. With the help of metrics, they can measure related to the
number of things they cater services to their customers for example the operational metrics
would help in measuring the sales and services provided by FitHQ or cost per customers as
well as help in analysing what the cost per customer is.
Predictive Analytics: the predictive analytics uses the approach of “Moneyball” to
measuring the effectiveness of marketing. It includes using of statics to examine and
determine the pattern in data. The analytics would help to find the pattern that FitHQ can use
to predict as well as understand the behaviour of customers for example the predict analytics
can help FitHQ to understand and predict the behaviour of targeted audience such as
purchasing trend of audience, their interest towards the healthy lifestyle, number of
individuals join gym and so on (Babin & Zikmund, 2015).
6- To evaluate the product and services of business, FitHQ need to analyse the market trend,
then cater the product accordingly. In the competitive world, FitHQ need to concentrate on

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their marketing strategy to evaluate the trend and targeted market for the product and services
such as
Measuring the “search” marketing performance – to measure the traffic, Goggle analytics
is one of the important thing. It will help in to analysis the traffic pertaining to the website.
FitHQ need to measure such performance within the period of every 3 months.
Measuring the effectiveness of social media marketing – Most of the social media sites
have the facility of built-in-analytics that would help in tracking the effectiveness of the posts
as well as other messages that would help in put on them. FitHQ should measure such
effectiveness within the period of 3-6 months (Lovelock & Patterson, 2015).
Measuring the print ads and other media – It is done by making an attractive and
dedicated webpages on the site that can only be linked out of so FitHQ would able to know
what the source for those links are. FitHQ should measure the print ads and other media in
every 1 year.
Innovative Ways
Position of SEO
The SEO ranking plays a vital role in the success of business. Through search engine
optimization, the company can able to come in the top page of the Google which is one of the
effective ways to promote the business.
Pay Per Click Ads
Through such tool, business would able to know about the number of audience seen
the advertisement.

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Tracking URL
The setting up of tracking URL’s would help the business to measure the print ads
and other media. It is good way of doing this type of things (Nagle & Muller, 2017).
Part 2
Summary of Business
In the recent world, most of the individuals are facing more pressure which is mostly
coming from their work as well as from their life. They have no time and energy to eat and
earn healthy nutrition as well as take any step towards the physical activity. Sydney is the
busy city in which the people have no time to think about their lifestyle (Green, 2015). The
company has a planning to introduce fitness club in Sydney with the name of FitHQ.
Therefore, to promote the fitness club in the country, the company is focusing on boot camp
to promote their club at greater level in Hyde Park. The theme will be based on the special
day for health which covers various health activities to enrich the healthy life of the people
and make them away from diseases such as diabetes and body fat. Different activities will be

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organized throughout the events which involve yoga, walking, cycling, running, stretching,
mini seminars for health, jogging and so on. There are some elements which will be designed
to suit the whole theme such as Catering, Venue, entertainment speakers, trainers, and lights
with the special effects.
Marketing Objectives
Organizing boot camp is promoted and earns confidence in their clients
Generating 15 % yearly in sales
Cultivate the image of FitHQ as the premier long-term wellness program provider
Increase the market penetration in every quarter (Chao, 2015).
Personal require with Role and Responsibility
For the boot camp, there is required a strong team which may seem overwhelming.
There are some foundational positions which require in camp are explained in below point:
Certified Personal Trainer
In the camp the certified personal trainer will be required to provide individualized
attention to their members. The profile of trainer requires being personable, approachable and
knowledgeable in the program design of exercise.
Front Desk Staff
The front desk staff will be required who must be knowledgeable and able to connect
with the customers and overall able to pleasant people (Coulson, 2018).
Marketing and Outreach Manager