Marketing Report: Strategies and Tactics for EMU Fitness Expansion

This report, prepared for an Advanced Diploma in Leadership and Management, provides a comprehensive marketing plan for EMU Fitness. It begins with an executive summary highlighting the importance of strategic marketing in attracting customers and achieving business goals, specifically focusing on increasing sales revenue and profit margins for EMU Fitness through innovative equipment, events, and therapies. The report is structured into three main tasks: devising marketing strategies, planning marketing tactics, and implementing the marketing plan. Task 1 evaluates marketing opportunities, recommending product differentiation, social media marketing, and events to engage customers. Task 2 details the marketing plan, outlining tactics, resources, and legal and ethical requirements. Task 3 presents a detailed marketing plan, including marketing objectives, strategies, and the marketing mix. The plan emphasizes the importance of market research, competitive analysis, and the use of SMART goals to ensure the effectiveness of the marketing strategies. Legal and ethical considerations, such as consumer protection and workplace safety, are also addressed. The report concludes with a discussion on how to bridge the gap between current capabilities and marketing objectives to achieve the desired outcomes.

Running head: MARKETING
Advanced Diploma of Leadership and Management
Name of the student:
Name of the university:
Author note:

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MARKETING
Executive summary
Marketing relates with one of the crucial characteristic approach of the businesspersons in
terms of luring the buyers. Tactful approach towards influencing the purchasing power and
decision of the buyers is effective for gaining trust, loyalty and dependence from the clients
and the customers. Strategic approach towards marketing is beneficial in terms of achieving
the desired outcomes. Marketing plans are created for altering the marketing situation of
brands like EMU Fitness in terms of achieving higher sales revenue and profit margin.
Strategies include achieving higher returns on investments through the provision of
innovative equipment. Sessions, therapies and events are the means for luring the customers
towards the brand image.

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Table of contents
Task 1- Devising marketing strategies.......................................................................................3
Evaluation of marketing opportunities...................................................................................3
1.2 Marketing strategies to address strengths and opportunities............................................3
1.3 Strategies to bridge the gap between capabilities and marketing objectives...................4
1.4 Feasible marketing strategies with justification...............................................................6
Market performance review strategy.....................................................................................6
Task 2- Plan marketing tactics...................................................................................................8
2.1 Marketing plan for implementing marketing strategy.....................................................8
2.2 Ensuring whether tactics are achievable..........................................................................9
2.3 Legal and ethical requirements......................................................................................10
Task 3-......................................................................................................................................10
3.1 Marketing plan...............................................................................................................10
3.3 Adjusting and distributing marketing plan.....................................................................12
References................................................................................................................................13

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Task 1- Devising marketing strategies
Evaluation of marketing opportunities
Product differentiation and diversification in the wellness products and services
would enable Emu Fitness to penetrate into the foreign markets. Adding innovation into the
product offerings would increase the gross revenue by 10% in the fitness centres. Conducting
nutrition sessions would act assistance in resolving the queries and concerns of the customers
regarding having a balanced diet. Along with this, events of cycling, running, boxing and
yoga would generate interest among the customers for becoming healthy (West, Ford &
Ibrahim, 2015). Apart from this, stress reduction therapies and physiotherapies would provide
relaxation to the disturbed minds of the customers. Social interactions with the customers
would help in gaining an insight into their concerns related to weight control. Increasing the
frequency of these events would add value to the investments made by the customers for
availing the services. Adopting social media marketing would be an innovative step for
increasing the trafficking of the audience towards the brand image.
Quality assurance and tests through VET trainers is also an effective opportunity
towards standardizing the operations. According to David, David and David, (2017),
distance coaching to the employees regarding product diversification and differentiation
strategies would direct their performance towards individualism. Public awareness programs
would reduce the addictions to smoking, alcohol, obesity and others.
Social media marketing would be effective for increasing the sales revenue and profit
margin. Along with this, lucrative offers, discounts and schemes would assist in increasing
the return on investment rates. Aligning the achieved results in terms of the qualitative data
would be the cornerstone towards maintaining the balance in the operations. Within this,
conducting risk assessment would act assistance towards detecting the areas, which needs to
be modified for enhancing the productivity.

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1.2 Marketing strategies to address strengths and opportunities
Career development plans and placement programs would be created for the
employees. If the application forms are uploaded online, then it is easier for interacting with
large number of audiences at the same time. Response of the audience is assistance in terms
of enhancing the stability in the professional relationships. Revision of the selection and
recruitment policies would be another of the effective steps for hiring skilled and efficient
customer care executives. Career counselling for the employees would reflect conscious
approach towards ensuring their better placement (Agic, Cinjarevic, Kurtovic & Cicic,
2016). Increasing market capital and social media marketing is also to be included in the
strategies for increasing the presence in the Sydney markets. Performance management
reviews, evaluations and audits, through online response, would be undertaken for ensuring
that the achievements align with the identified targets. Inspections would also be conducted
for preparing reports on the number of equipment, classes and trainers. This inspection would
be aligned with the budget for detecting the need for additional requirements. Time
management would be one of the crucial aspects for maintaining the balance between the
peak and the lean hours.
Quality assurance and controls for the fitness and health programs would stabilize and
add flexibility into the operations. For adding diversification into the products, Emu Fitness
would introduce products and services like boot camps, Health Bar, wearable gadgets, physio
gyms and distance coaching (Milichovsky & Simberova, 2015). The information of these
events would be advertised on the social networking sites for increasing the trafficking of the
audience towards the brand image. This is not all, seminars, TED talks and lectures would be
an integral part of the campaigning program of the company, catering to the needs, demands
and requirements of the non-members. This approach would reflect the initiatives to expand
the scope and arena of the corporate social responsibility. Strategic alliance with the

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Australian government agencies would add to the legal parameters, adding to the efficiency
in the public awareness programs on smoking, obesity and other health illnesses.
1.3 Strategies to bridge the gap between capabilities and marketing
objectives
Emu Fitness supports 15 health clubs with 15000 active members. Advertising the
newly launched equipment on Facebook, Twitter and Instagram would be one of the means
for increasing the sales revenue and profit margin. Alteration of the brand logo from emu to
that of tiger would be effective for enhancing the brand loyalty through the means of
standardizing the brand image (Morgan, 2016). Employee wellness programs would be
conducted for ensuring the wellbeing of the employees.
Fig: Average employee satisfaction
(Source: Paley, 2017)
According to the survey, it has been found that satisfaction of the employees is
dependent on internal communication, equipment maintenance, involvement in fair and

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transparent decision making, managerial approaches to boost the morale, minimum wage and
work health and safety. Therefore, consideration of motivational factors would enhance the
stability in the relationship between the employees and managers.
One of the objectives is that of achieving a minimum of 20% ROI in each investment
area. For this, the sales revenue and profit margin needs to be proportionate, which can be
possible only through the means of maintaining the balance between the supply and demand.
Sales forecasting would be an effective tool for estimating the nature of business in the
financial years (Liebl, 2018). Competitive analysis would be effective for gaining an insight
into the ways of stabilizing the financial parameter. The centres need to be contacted for
collecting information on the estimated costs and the return on investments. For increasing
the membership count by 10%, the subscription forms need to be circulated online, which
would expand the customer base of Emu fitness within the next five years. Lucrative
schemes, discounts and offers would help Emu Fitness to retain the prospective customers,
who would contribute in increasing the productivity. SMART objective criterion would act
assistance in ensuring that the target is achieved within the stipulated time (Felix,
Rauschnabel & Hinsch, 2017).
1.4 Feasible marketing strategies with justification
Fit for purpose strategy would be effective for Emu Fitness in terms of adding
relevancy into the operations. This strategy would provide strategic direction to the operation,
driving them towards productivity. As a matter of specification, this strategy would seem to
be beneficial for developing the infrastructure through the means of expanding the product
and service lines. Critical units would require this strategy as compared to that of the general
units. Resource and capability analysis would also be essential for assessing the capacity and
utility value of the equipment. Market research would suffice the need for enhancing the
preconceived knowledge about the current industry trends. As stated by Lancaster and

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Massingham, (2017), surveying the clients and the customers would act assistance in terms of
gaining an insight into their specific needs, demands and requirements. Porter’s five forces
would be included for mapping the position in the competitive ambience of the market.
Market performance review strategy
Dimensions Metrics
Attendance  Percentage of late arrivals
 Absent rates
 Percentage of contracted
working time lost due to
absence
 Counting minutes of sick
leaves
Time management  Percentage of missed
deadlines
 Turnaround time
 Research on completing
the tasks
 Monthly performance
reviews
Training  Number of training
sessions attended
 Self-organizational skills
exposed
 Practical application of the
skills learnt

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 Reflection
Initiative and innovation  Feedbacks for
improvement
 Assisting the supervisors
 Reflection on the events
for improving the
standards and quality of
the operations
Task 2- Plan marketing tactics
2.1 Marketing plan for implementing marketing strategy
Tactics Tasks Resources
required
Costs Persons
responsible
for the task
Accountabilit
y of the
persons
involved
Timelin
e
Monitoring
mechanisms
Fit to
purpose
strategy
 Situational
analysis
 Inspections
and audits
 Reviews
Annual
report,
financial
statements
$20
billio
n
Managers,
board of
directors
Honesty,
integrity
3
months
Audits and
inspection
Resource
and
capabilit
y
analysis
 Conducting
lab tests for
the
introduced
equipment
Certificates
of product
registration
$30
billio
n
HR
managers,
departmental
unit heads
Trust, loyalty
and
dependence
from the
customers
3
months
Review of
the
equipments

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 Experiment
of the
equipment
 Quality
certification
for the
equipment
 Security
checks
Market
research
 Porter’s
five forces
 Competitiv
e analysis
 Discussions
and
sessions
 Decision
making
based on
the
anticipated
findings
Comparativ
e data
$40
billio
n
Departmenta
l units heads,
marketing
team,
managers of
sales and
operations
Fairness and
transparency
in the
formulation of
the
competitive
policies
3
months
Audits and
checks for
the
implemente
d policies

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2.2 Ensuring whether tactics are achievable
Application of the SMART goal criterion is assistance for EMU fitness in terms of
assessing whether the tactics are achievable. As a matter of specification, plans and research
on the tactics implemented by the competitors makes the tactics realistic. Strategic approach
towards implementing the strategies of market research, resource and capability analysis
makes the tactics achievable (Reynolds, 2019). This analysis is further assistance in terms of
gaining an insight into the utility value of the equipments, which can be levied for the
consumption. Allocation of the budget to the activities of the sales and operations is also
fruitful for detecting the expense behind the activities and operations. Upon inspections, if
negative results are generated, then the company can experiment with the alternative tactics
through modification of the Tactics Marketing Plan.
2.3 Legal and ethical requirements
Legal and regulatory requirements for EMU Fitness extends to the scope and arena of
Consumer Protection Act (2005), Data Protection Act (1998), Equality Act (2010). Along
with this, Health and Safety at Workplace Act (1974) also finds relevance in this context. The
ethical requirements pertain to the Ethical Code of Conduct, which helps in standardizing the
behaviour to be exposed in the workplace (Kirova, 2017). Apart from this, mention can also
be made of the doctrine, Usable and Safe Operating manual for Consumer Goods, which is
central for making effective and judicious use of the equipment for generating maximum
value. Strategic alliances would be formed with the statutory body of law, which would
enhance the awareness regarding the latest version of the regulations. This awareness would
further act assistance in assuring whether they are effective and feasible in the current
business scenario. Codes of practice and manuals would act as a central doctrine for aligning
the operations to the identified standards and protocols (Miles et al., 2015).

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Task 3-
3.1 Marketing plan
The following is a marketing plan for the EMU Fitness, which includes the
components of motivation behind the marketing objectives, information on the choice of the
marketing strategies, evaluation of the marketing strategies and the marketing mix.
Motivation behind
marketing
objectives
Information on the choice
of marketing strategies
and tactics
Evaluation of
the marketing
approaches
Explanation of the
marketing mix
Decline in the sales
revenue
Estimating a minimum
target of 20% returns on the
investments
Sales
forecasting for
achieving the
balance
between supply
and demand
Marketing mix would
be based on
geographical and
psychographic
segmentation
Expanding the
customer base
Social media marketing Uploading the
information
related to the
utility value of
the equipment
would cater to
the concerns
and worries of
the customers
Behavioural
segmentation would
be appropriate for the
gaining an insight into
the behavioural
approaches of the
customers towards the
services and products
Adding innovation
in the equipment
Research and development
activities
Contacting the
engineers would
help in
Promotional
advertisements on the
social media would be