Marketing Case Study: Buyer Decision Process and F45 Training Analysis

This assignment is a case study analyzing the marketing strategies of F45 Training. It contrasts the selling and marketing concepts, assessing their impact on financial objectives. The analysis includes the buyer decision process, using a gym membership purchase as an example, and explores product considerations like product line extension, modifications, positioning, and leadership, specifically in the context of F45 Training. Additionally, the paper ranks and justifies the importance of product components within the fitness industry, using Fitness First as a reference. The paper emphasizes the importance of understanding marketing concepts, the buyer's decision-making process, and product considerations within the context of the fitness industry, specifically F45 Training. The study highlights the significance of customer satisfaction, and the identification of customer needs to achieve financial goals.

Student Name [type] …. Student Number [type] …
Assessment 2: Mid-semester case study [MSCS] [40 marks]
Activity [service dominant products] http://www.themarketingconcept.com/identifying-services/
Learning objective: To ensure that students study and understand the marketing concept, a marketing
philosophy, and the buyer decision process.
Task: An assessment scenario will be uploaded to Blackboard, three weeks prior to the due date. Students will
be asked to study the assessment scenario [case study] and complete a series of questions that consolidate the
learning outcomes of the unit up to the end of the product components.
Marking Rubric: The CCSS marking rubric will be employed. There will be 4 questions, each question will be
worth equal marks [10 marks], each question has a 1-page limit [650-750 word limit]. Marks will be awarded as
follows:
 Content 30%
 Context 30%
 Synthesis 20%
 Structure 20%
Please use this document to answer each question and then upload this document via the assessment 2
Blackboard link.
Please Note: You will also need to visit the F45 Training website https://f45training.com/ to gain an
understanding of this product .However, as this assessment is directed towards the learning outcomes of the unit
and the material in the e-book, an internet search for marketing theory will be pointless.
Critical: All students must save their document as A2XXXXXX A2 represents the assessment and XXXXXX
represents the student’s unique student number. This will avoid any two assessments having the same
document name.
Hint: Please ensure that you employ the language and concepts of marketing and that you address the learning
objective when completing the following tasks. An infrequent student mistake, but worth highlighting, is to fall in
love with the example and ignore the unit learning. Keep in mind marks will be awarded on how well you
demonstrate that you have addressed the learning outcomes of the unit.
Warning: It is your responsibility to take appropriate steps to save and protect your work with regular back-ups.
Case Study: Please access and read the following Activity [service dominant products]
http://www.themarketingconcept.com/identifying-services/ before addressing the below tasks. In formulating your
answers, you will need to refer to the appropriate sections in the e-book.
Task 1: Contrast the differences between a gym/training studio that operates using the selling concept versus
one that uses the marketing concept. Which is more likely to achieve the 3 financial objectives of marketing and
why?
Task 2: Jennifer’s friend Jody is about to purchase a gym/training studio membership. Using this as an example
demonstrate your knowledge of the first time zone of the buyer decision process and the steps a typical
consumer takes when selecting [or not selecting] a gym/training studio.
Task 3: F45 Training currently claims to be the world’s fastest growing training studio network. Visit the F45
Training website and then use F45 Training as an example when explaining any 4 of the product considerations
as outlined in the e-book.
Task 4: Using any gym/training studio you select, rank the product components [goods, services, ideas,
experiences, people, places] in your order from most important. In doing so you need to explain each component
and justify your decision.

The paper is focused in the elaboration of business operations of F45 Training studio.
The paper analyses the marketing and the selling concepts with a precise focus on the 3
financial objectives of marketing in the form of increment in the sales revenue, reduction in
the cost and creation of the value amongst the customers regarding the business operations of
the organization. Apart from this, the paper evaluates the buyer’s purchase journey in
purchasing a gym membership wit precise focus on the first time zone. Along with that, the
paper discusses regarding the four products considerations which are product line extension,
product modifications, product positioning and product leadership considering the example of
F45 Training studio. Apart from that, the paper formulates the ranking of the product
components with a precise consideration of the business activities of one of renowned fitness
centres of UK named as Fitness First.
Task 1: Contrast the differences between a gym/training studio that operates using the selling
concept versus one that uses the marketing concept. Which is more likely to achieve the 3
financial objectives of marketing and why?
A:
There was a significant confusion regarding differences of the marketing and the
selling concepts amongst the business researchers earlier and that affected the application of
these concepts in the real world business in a notable manner. However, the modern business
organizations are seen to be significantly efficient in the application of these concepts in the
business operations of them. With a precise focus on the increasing level of competition in
the modern business world, the effective identification of the differences of these concepts
and the appropriate application of them in the business operations is seen be of great
significance.

Considering the significance of the concepts, the modern business organizations are
seen to be divided into two different forms for their operations which effectively creates
organizations that operates with the application of the selling concept and the organizations
that operates with the application of the marketing concept.
With a precise focus on the training studios or the gyms that employ the selling
concepts, it is visible that they have an inward focus towards their business. On the other
hand, the training studios or the gyms that employ the marketing concept, are observed to
have an outward focus towards their customers. The training studios or the gyms with the
application of the selling concept have the tendency of defining their business depending on
the goods and the services that they offer to their customers, whereas the training studios or
the gyms that operate with the application or the marketing concept are seen to be more
focused in defining their business through the range of benefits that their business operations
will provide to the customers.
The business operations of the training studios or the gyms that employ the selling
concept are seen to be more inclined towards the achievement of each and every customers
whereas the training studios or the gyms that operate in accordance to the marketing concept
are seen to be focused in conducting their business for a specific group of customers.
With a precise focus on the increasing intensity of the business competition, the
profitability is considered to be one of the most significant aspect of the business operations
of the modern business organizations. Hence the proper evaluation of the profitability is
significantly important for the modern business organizations in gaining the idea of their
financial stability. However, for the training studios or the gyms that operate in accordance to
the different concepts, the parameter for the evaluation of the profitability is seen to be
significantly different. For the training studios or the gyms that employ the selling concept
for their business operations, are seen to prioritize the sales volume as the important

parameter for the evaluation of the profitability and on the other hand, training studios or the
gyms that employ the marketing concept are more inclined towards the assessment of the
customer satisfaction for the evaluation of the profitability.
Considering the intense impact of the competition on the modern business
organizations, the identification of the concept that suits the business entities becomes
significantly important. Under such situation, the selling concept is seen to be less favourable
in comparison to the marketing concept.
Aspects Selling Concept Marketing Concept
Starting Point Factory Market
Focus Existing products and
services
Customer demands
Means Selling and promotions Integrated marketing
Ends Profit through sales volume Profit through customer
satisfaction
With a precise focus on the increasing level of competition in the modern business
industry, the marketing concept has an edge over the selling concept in the effective
management of the higher return on investment, profit margins and revenue growth. One of
the prime reason that places the concept in a better position is the effective identification of
the customer needs. The proper idea of the demands of the customer enables the
organizations to manufacture the bestseller products which has the potential to influence the
customers in repetitive purchases. Thus, the companies have the possibility of improving
their financial, stability with a precise focus on the higher return on investment, profit
margins and revenue growth.

Task 2: Jennifer’s friend Jody is about to purchase a gym/training studio membership. Using
this as an example demonstrate your knowledge of the first time zone of the buyer decision
process and the steps a typical consumer takes when selecting [or not selecting] a
gym/training studio.
A:
Considering the fact that the Jenifer’s friend Jody is going to purchase a gym or studio
membership, it is pretty evident that Jody will undergo a buyer decision process and the
preliminary step of the process is named as first time zone of buyer decision process.
The first time zone of the buyer decision process is known as the purchase behaviour
and is a significantly important part of the buyer decision process. This is the first instant
where a particular customer searches for the products or the services that has the possibility
to meet the demands of his or her. During this time, the search for the products or the services
with an appropriate estimation of the values of the products or the services and the
appropriate assessment whether the products are effectively in alignment with the needs of
the customers, becomes significantly important for the customers. For the customers, the
identification of the needs and the evaluation of the situational factors is one of the main
contribution of this stage.
The process or the first time zone starts from the step where the consumer identifies
the needs that are not met. In the next step, the unmet needs of the customers are seen to
motivate the customers in conducting the required activities for achieving need. This is
effectively achieved with the application of the cost benefit risk analysis.
Till the above mentioned step, there is two possibility where the customers either
leave buyer decision process and postpone the buyer decision process for a more suitable
time or the customers commit to proceed with the task. If the customer commits to proceed

with the process, then the expected time for the completion of the process is solely dependent
on four factors which are the characteristics of the customers, market conditions, the type of
the products along with the relationship with the organization.
The moment a customer commits to proceed with the process, he or she will have the
tendency to search sufficient information that have the potential to make decision making
process easy for them. This will trigger the customers to search for a range of alternative
products that can effectively meet the demands of them. Under such situation, the cost benefit
risk analysis on the alternative products becomes significantly crucial. The analysis enables
the customers to evaluate the values of the alternative products. In the next step, the
customers are seen to employ a range of factors for the selection of the best suitable products
and the identification of the factors are seen to be notably dependent on the purchase
intention of the customers and on the characteristics of the customers. Hence, at the end of
the first time zone, the products that are “considered” to be best are selected by the
customers. The significance of the word “considered” is notably high as the products or the
services that are selected, are merely considered to be the best to satisfy their needs. The
usage of the word “considered” is pretty significant in stating the fact that the products that
are selected are yet to be used by the customers. The first time zone ends with the formation
of mere expectation only from the part of the customers regarding the products or the services
they selected. However, the evaluation of the products or the services are yet to be completed.

(Image: First Time Zone of the Buyer Decision Process)
(Image Courtesy: Themarketingconcept.com, 2019)

Task 3: F45 Training currently claims to be the world’s fastest growing training studio
network. Visit the F45 Training website and then use F45 Training as an example when
explaining any 4 of the product considerations as outlined in the e-book.
A:
The selected product considerations are product line extension, product modifications,
product positioning and product leadership. With a precise focus on the business activities of
F45 training, the product line extension will be of great significance for the centre in
increasing its attraction for the customers. Considering the business activities of the F45
training, it is pretty evident that the inclusion of the modern equipment for increasing the
fitness activities, will be crucial in attracting larger number of customers. Considering the
business operations of the fitness centres, the impact of the modern infrastructure or the
improved facilities is substantially high in increasing the sales of their services. Hence the
infrastructural development from the part of the authority, will be crucial in increasing the
product line of the selected organization. The extension of the product line of the selected
organization will be significant in meeting the varying needs of the customers and that will be
crucial for the selected fitness centre in retaining the customers in an efficient manner even
after the intense competition of the market.
Considering the business activities of the selected fitness centre, the product
modifications will be a key to the success of the centre in retaining the customers. It has been
observed in recent time that there is significant amount of demand of the fitness centres in
Australia and along with that, the increased opening of the fitness centres in the region has
created an environment of significant competition. The competitor organizations are seen to
serve the customers in accordance to the varying needs and the preferences of the customers
and that increases the importance of the product modifications for the mentioned fitness
centre. The selected fitness centre needs to introduce the modern equipment or the activities

in accordance to the preferences or the demands of the customers and that is crucial for
selected organizations in staying relevant to the industry and in achieving the preferences of
the customers. The effective modification of the products or the services of the centre will be
crucial in increasing the effectiveness of their operations.
The product positioning is notably crucial for the managers of the organizations as
that enables them to achieve the idea of the position that a particular product has in the
consumers’ mind. With a precise focus on the map of the product portfolio and the business
operations of the selected fitness centre, it is pretty evident that the service of the selected
fitness centre is subjected to a high market growth and along with the reputation and the sales
of the mentioned centre, it is pretty evident that it has significant amount of market share as
well. Hence it places the business activities of the fitness centre to “stars” quadrant of the
product portfolio map.
With a precise focus on the conceptual definition of the product leadership, it is
visible that the products or the services of the selected fitness centre that are unique in nature,
are considered to have the potential of providing a competitive edge to the selected centre in
competing with the other fitness centres. Considering the activities of the F45 training, the
inclusion of the modern equipment or the infrastructure that increases the effectiveness of the
centre will be significant for the centre in gaining competitive advantage and preferences of
the customers in a more prominent manner in comparison to the other organizations.

Task 4: Using any gym/training studio you select, rank the product components [goods,
services, ideas, experiences, people, places] in your order from most important. In doing so
you need to explain each component and justify your decision.
A:
With a precise focus on the business activities of one of the renowned names in the
list of the British fitness clubs, Fitness First, the prioritization of the products components
will be as follows:
1. People.
2. Experiences
3. Ideas.
4. Places.
5. Goods.
6. Services.
The prioritization is pretty significant in stating the normal business operations of the
selected organization. The general requirement for any stable business activities is primarily
the customer base. With a precise focus on the increasing intensity of the business in the
modern business world and with the emergence of the increasing number of new gyms and
fitness centres, it is pretty evident that the modern market has a significant demand of the
fitness activities. The first and foremost activity for conducting a sustainable business is to
identify the needs of the customers or the people. The effective identification of the needs and
the preferences of customers is of great significance for the higher authority of selected
fitness centre in gaining the idea of the factors that are much required in the design of their
services or the products.

The next component will be the experiences of the customers. The experiences of the
customers is significantly linked with the customer’s needs. It is pretty evident that the
anticipation of the customers and the feelings of the customers regarding a particular product
is notably crucial for influencing the purchase intention of the customers. Along with that, the
emotional attachment of the customers with a product, is considered to have the potential of
being the best seller product. Hence, it is pretty evident that the effective evaluation of the
anticipation, feelings or the emotions of the customers will be of great significance for the
selected organization in achieving the knowledge of the composition of the bestseller
products or the services.
The anticipation of the customers or the feelings of the customers will be crucial for
them in providing the much required idea of their needs. Adding to this, the emotions of the
customers will force them to gain the idea of the need of consuming a particular product.
Hence the experiences of the customers will be crucial for them in providing the need to buy
or consume a product. From the perspectives of the management of the selected fitness
centre, the efficient evaluation of the ideas will be crucial for them in identifying the needs of
the customers and that has the potential to enable them in designing the products or the
services of them.
With the effective evaluation of the ideas for the identification of the needs of the
customers, the customers will be in search of the places for the achievement of their services
or the products. The main function of the component is to aware the customers regarding the
place where the buying process is getting conducted. With a precise focus on the selected
fitness centre, the management has the responsibility of conducting sufficient promotional
and marketing activities for letting the customers know about their business activities and
help them in identifying the place where the buying process is taking place.

With a precise focus on the identified needs of the customers, the selected fitness
centre has the responsibility of providing the goods and products that the customers require.
The effective production of the required goods or the products from the part of the selected
company has the potential of making sure that the customers of the organizations are able to
achieve the products that effectively meets the anticipation, feelings and the emotions of
them. This will be crucial for the management of the fitness centre in achieving the
preferences of the customers in an effortless manner.
With a precise focus on the business operations of the selected fitness centre, the
importance of providing quality services to the customers will be significantly high. As
mentioned earlier, the people of United Kingdom are notably focused towards staying fit and
healthy and that is pretty evident with the increasing number of opening of the gyms and
fitness centres. Hence the level of the competition amongst the fitness clubs is significantly
high and that can only be managed by providing the much required quality in the services.

Bibliography:
F45training.com (2019). Life Changing Gym and Functional Team Training. [Online]
Available at: https://f45training.com/
Fitnessfirst.com (2019). Home. [Online] Available at: www.fitnessfirst.com
Themarketingconcept.com (2019). Home. [Online] Available at:
https://www.themarketingconcept.com/wp-content/uploads/2019/02/themarketingcon
cept-2019.4th-ed.-.pdf `