Academy Fitness Nashville: Marketing Plan and Strategy

This report presents a marketing strategy and plan for Academy Fitness Nashville, a startup fitness chain. The plan focuses on segmentation and targeting to establish brand awareness and achieve business objectives within the Nashville area. The report details geographic segmentation, targeting Green Hill and Germantown, demographic segmentation focusing on the 18-34 age group, behavioral segmentation targeting individuals with gym habits and high purchasing behavior, and psychographic segmentation targeting individuals with a dedicated attitude towards fitness. The analysis also incorporates macroenvironmental factors like sociocultural, demographic, economic, and technological influences on the fitness industry. The goal is to help Academy Fitness Nashville occupy a unique position as a desirable exercise and social hybrid benefit. The assignment includes a pricing structure, service offerings, and event schedules.

Marketing
Strategy and
Plan

Segmentation/ Targeting
 Segmentation and targeting refers to the process of group the
external environment on the basis of several features in order
to find out the most prospective group to target for the
company.
 The segmentation and targeting process will help the
company to grow and target the right type of customers in the
market. Below mentioned presentation represents the
geographic, demographic, behavioural and psychographic
segmentation that will elaborate the kind of customers the
company want to target in order to initiate successful business
functions of the gym (Henneberg, Mouzas, & Naudé, 2009).
 Green Hill and Germantown city are the two cities near
Nashville that should be targeted by the gym in the market.

Geographic Segmentation
 On the basis of geographic segmentation, the gym should
target Green Hill and Germantown city as two major cities
where they should initiate major operations in the target
market.
 These two cities are closely linked with Nashville and have
prospective people who will get attracted towards the gym.
The target population in Nashville is 654,187 along with in
Green Hill it is 7,177 and in Germantown it is 39,230 people.
 Thus targeting these people on the basis of their geographical
boundaries will help the management of the gym to increase
its sales. People always prefer the gyms that are close by so
this gym will provide opportunity to people to give routine to
their fitness life (Lancaster, & Massingham, 2017).

Demographic Segmentation
 Under this type of segmentation, the company needs
to target people who belong to age group of 18 to 24
and 25 to 34 years. The company is going to target
these two age groups because they are the people
who likes being in shape and getting fit (Kim,
Cardinal, & Cardinal, 2015).
 Further, for people belonging to more than 25 years
age group, they should attain education about fitness
from yoga centres and aerobics and zumba therapy
centres. People whom the company should target on
the basis of basic income level belong to $ 2700 level
of income.

Behavioural Segmentation
 On basis of behavioural segmentation the company
should target people who have a tendency to
regularly go to time or revolves around people who
love gyming. According to this type of segmentation,
the company should target people who have high
level of purchasing behaviour.
 Usually gyms provide monthly, quarterly and yearly
packages so the company will target people have a
tendency to initiate heavy purchases in the
environment. Further, they should also target the
people who like luxurious services on the basis of
specifications of the gym (Davies, 2018).

Psychographic Segmentation
 On the basis of psychographic segmentation, the
company should target people who have a
dedicated attitude towards life and want to make an
output of it. The company should target people who
want to work on their body, either these people are
obese or malnutrition.
 Along with these people, the company should also
target the natives who have a strong personality
believes in maintaining the physique of their body.
So, the company should target both the sexes
equally on the basis of fitness as their priority in life.

References
 Davies, M. A. (2018). Using time in branding: reflections and
orientations in an increasingly competitive world. Journal of
Brand Management, 25(2), 93-100.
 Henneberg, S. C., Mouzas, S., & Naudé, P. (2009). Going beyond
customers–a business segmentation approach using network
pictures to identify network segments. Journal of Business Market
Management, 3(2), 91-113.
 Kim, M., Cardinal, B. J., & Cardinal, M. K. (2015). Diversifying
physical activity course curricula to meet institutional
expectations and satisfy student needs in higher education: An
introductory framework. Journal of Physical Education, Recreation
& Dance, 86(9), 5-8.
 Lancaster, G., & Massingham, L. (2017). Markets and customers:
market boundaries; target marketing. In Essentials of Marketing
Management (pp. 70-101). UK: Routledge.