Case Study Review: Bounce Fitness Marketing Performance and Analysis

This case study review examines the marketing performance of Bounce Fitness, an Australian fitness center chain. The analysis focuses on the success of its marketing mix activities, including product/service, price, place, and promotions. The study evaluates sales forecasts, marketing expenses, and the adjustments made to improve the marketing mix based on performance reviews. It highlights the importance of regular performance monitoring and strategic planning in achieving business goals, as well as the impact of social media and stakeholder engagement. The report provides a detailed look at the company's financial performance, website development costs, and the effectiveness of various marketing tactics. The case study also emphasizes the need to address stakeholder interests and employee development for long-term success. The document concludes by referencing relevant academic literature to support the analysis.

Running head: CASE STUDY REVIEW
Case study review
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CASE STUDY REVIEW
Table of Contents
Overview of the case..................................................................................................................3
Success of marketing mix activities...........................................................................................3
Necessary adjustments made to improve the marketing mix.....................................................4
References..................................................................................................................................5

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CASE STUDY REVIEW
Overview of the case
Based on the report presented previously regarding the establishment of a marketing
mix comprising of the various components such as product or service, price, place and
promotions, it is understood that the marketing mix activities tend to be successful and
noteworthy. It is also true to believe that the company has undertaken honest measures and at
the same time, emphasizes on the credibility of marketing related information, thereby,
accomplish the business goals and objectives quite effectively at Bounce Fitness, Australia.
The case study report will be presented here about whether the marketing mix activities
undertaken by Bounce Fitness in Australia have managed to bring positive outcomes or not
and also determine how it can be further improved to achieve long term success (Chernev,
2015).
Success of marketing mix activities
The statistics related to the marketing mix statistics represent the performance review,
which could be helpful for determining whether the company has achieved greater growth in
terms of profitability and attainment of competitive advantage in business. The company is
found to be associated with the monitoring of performances at regular intervals and even
conducted reviews of the various marketing tactics that might have brought good outcomes
for the business (Pucci, Simoni & Zanni, 2015). The strategic plan could be useful for
analysing the performance based on the objectives set, furthermore, should ensure forecasting
the sales, expenses of marketing and costs incurred for the development of an online website
at Bounce Fitness, Australia.
For example, the sales forecast represented the fact that the total sales was recorded as
$540860, which has been quite high while the direct cost of sales was recorded as $54086.
After the business managed its sales, the actual sales were recorded as $540860, which was

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CASE STUDY REVIEW
same, as forecasted while the subtotal direct cost of sales was a bit on the higher side, which
was recorded as $75,706. There were expenses incurred while implementing the marketing
activities too and it was forecasted as $24600. The expenses were incurred due to the
development and management of the website along with during the production of pamphlets.
The percent of sales forecast projected at the end of year 1 was 4.55 percent (Katsikeas et al.,
2016).
But after a certain period of time, the actuals were found to change to some extent
such as the total sales and marketing expenses was $73818, which was higher than the
expected sales and marketing expenses. Moreover, there were few additional expenses such
as the wages paid to the employees of the organisation and few other expenses, which fared a
little high than what has been expected. The percent of sales remained same, which represent
that the company achieved the targeted sales output (Mascle & Gosse, 2014).
Another example could be the expenses made while developing the website, which
include creation of the online platform or website, costs for web development and other
associated costs too. The forecast of expenses incurred during the development of the original
website represented a total of $19450, which included both development and maintenance of
website whereas the expenses that were actual for the period, represented a total budget of
$17300 (Zhang, 2015). Thus, the expenses in real were much lower than that was forecasted
earlier. Therefore, the statistics related to the marketing mix activities are nearly accurate and
it show that Bounce Fitness has been doing quite well within the business environment.
Necessary adjustments made to improve the marketing mix
Based on the recommendations, it could be understood that the involvement of social
media platforms aligned with the corporate goals and objectives, as part of the marketing mix
component, i.e., promotions, could be effective. It should help in raising awareness among

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people from different targeted market segments quite easily, furthermore, allow the company
to create a huge customer base and influence their buying behaviours online. Addressing the
interests of the different types of stakeholders could also be important for influencing them to
become a part of the organisation. For example, the shareholders’ interests, when addressed,
could encourage them to make investments on the company for higher capitalisation
(Chernev, 2015). Moreover, the human resources, i.e., the employees must be allowed to
grow and develop through participation in personal and professional development programs
for enhancing their skills, knowledge and expertise largely (Pucci, Simoni & Zanni, 2015).
The customers’ service department must assess the feedbacks made by the clients and
respond to those properly within time, which could also create a sense of loyalty among them
towards the brand, thus foster development of positive brand image and equity as well.

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References
Chernev, A. (2015). The marketing plan handbook. Cerebellum Press.
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing
performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.
Mascle, C., & Gosse, J. (2014). Inventory management maximization based on sales forecast:
case study. Production Planning & Control, 25(12), 1039-1057.
Pucci, T., Simoni, C., & Zanni, L. (2015). Measuring the relationship between marketing
assets, intellectual capital and firm performance. Journal of Management &
Governance, 19(3), 589-616.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review.
Open journal of business and management, 3(01), 58.