Fitlife Health Club Strategic Marketing Plan 2015-2020: An Analysis

This document presents a strategic marketing plan for Fitlife Health Club covering the period of 2015-2020. It discusses various activities affecting marketing operations, including codes of practice, privacy and confidentiality, ethical principles, legislation and regulation, and safety issues. The report also explores strategies for identifying marketing opportunities, such as brand choice models, experimental design techniques, central tendency analysis, conjoint analysis, cross-tabulation, perceptual maps, game theory, and data mining. It references game theory as a marketing tool, highlighting its importance in competitive situations. Desklib is a platform where students can find similar solved assignments and resources.

Fitlife health club strategic
marketing plan 2015-2020

Different activities that affect the marketing
operation
Code of practice
• It is the guidelines which is issued by professional association and the official body to their
members that help them to comply with the standard ethics. Different company various operation
and these operations are affected by the codes of conduct, by such codes organisation can't use price
discrimination, use ethical promotion techniques etc.
Pivacy and confidentiality
• It is the process of controlling access to oneself which includes physical privacy and it is also related
to information which means handling the personal information so that will not harm the interest of
the individual.
Ethical principles
• It is the guidelines which is in the particular dilemmas that may be analysed and follows by the
organisation, marketing ethical principles are all the marketing channels should communicate the
true and fair information

CONTD..
Legislation and regulation
• There are different laws relates to the marketing operation that are bait
advertisement is the promotion given of that products that are not fulfilling the
need and expectation of the customer and this activity is illegal.
Safety issues
• Distribution and marketing safety committee arrange activities and programs to
enhance the performance of the companies in the marketing operation. It helps
the organisation to enhance their safety performance and manage good and fair
practices.

Different strategies that help the organisation to identify the
marketing opportunities
Brand choice model
• It is the model of decision making process by the individual and segment through the revealed
preferences or the stated preference that is made in the particular context.
Experimental design technique
• It is the process of making research and act of organising the investigation and test. This test is made in
the market so that organisation can able to find the opportunities.
Central tendency
• It is the process by which single value is described in the way of group of the data cluster around the
central tendency. In the simple words, it is described in the centre of the data set.

CONTD...
Conjoint analysis
• It the statistical tool which is based on the survey which help the organisation to do
market research. This research helps the company to find that how customer behave
towards the different attributes of the products and services.
Cross tabulation
• it is the process of identifying and analysing the relationship between the multiple
variables on the basis of quantitative way. It also helps to identify the co-
relationchange from the one variable grouping to the other variable.
Perceptual maps
• It is the process design to visualise that how the target market and consumer
understand the market position of the rivals products in the market place.

CONTD...
Game theory
• It is the branch of maths which helps the companies to analyse the
strategies so that they can deal with the competitive situation where
the result of the participants choice of decision are depended
critically on the action of other participants.
Data mining
• It is the process where the companies turn raw data into the finished
and used information. By using different strategies, company can
able to loot at the different pattern in the large group of the data.

References
Game theory for marketing, 2016.[online]. Availabe
through:<http://www.campaignlive.co.uk/article/playing-game-theory-
marketing-tool/1309753>[Accessed on 122th july 2017]