SOSTAC Marketing Model: Gym Group Objectives & Situation Analysis

This report provides an analysis of The Gym Group's marketing strategy using the SOSTAC model, which encompasses situation analysis, objectives, strategy, tactics, actions, and control. The situation analysis focuses on macro environment factors such as technological, legal, political, economic, socio-cultural, and environmental aspects influencing the Gym Group's operations, particularly in Spain. The objectives of the Gym Group, including leveraging digital services and website upgrades to increase membership, are discussed. The report concludes by highlighting the importance of SOSTAC elements in setting business strategies and achieving marketing goals through digital service enhancements, while also considering macro environment factors for customer retention and competitive advantage. The report also touches upon the company's environmental sustainability goals and efforts.

Principles and Practices of Marketing

TABLE OF CONTENTS
• INTRODUCTION
• SOSTAC model and analysation of situation element based on macro environment
• Objectives of the Gym Group
• CONCLUSION
• REFERENCES

INTRODUCTION
• Marketing is a process which integrates many different
processes and operates on large and small scale platforms with
the principles of product design, pricing, promotional.
• These processes are operated on basis of customer needs and
follows current market trends.

SOSTAC model and analysation of situation element based on macro
environment
• SOSTAC is a marketing model which is used for making higher profits in
business by analysing and setting marketing structure with effective
planning and setting marketing strategies for the business.
• SOSTAC stands for situations, objectives, strategy, tactics, actions as
well as control.
• Situation analysis of the gym group
• The UK based gym group helps in providing fitness services to the
people through gym services with low priced membership including the
benefits of 24 hour services

CONTI…
• Technology factor: since the gym group focuses on providing the best services to its
customers with the help of digital services by upgrading the company's website to gym
kiosks. The digital services of Spain are well and highly developed with diverse networks
of computers and mobile phones..
• Legal factor: Spain follows a set of strict rules and policies in order to protect the data by
laying strict laws.
• Political factor: Since Spain is a part of European Union and the Gym Group is UK based
fitness company which might place some risks of increased cost of the equipment's due to
trade and taxation policies of Spain in importing of goods.
• Economic factor: following the current COVID situation in Spain the country is going
through economic recession which has increased the rates of unemployment in the
country.

CONTI..
• Socio-culture factor: Spain shows a large diversification in the culture and various social
groups. Post COVID situations creates an awareness among people to stay healthy and
focuses on maintaining strong immunity.
• Environment factors: Spain follows strict measures when it comes to maintain sustainable
environment and various organisation and industries to minimize the use of fossil fuels as
70% of the country's energy is met by means of fossil fuels. The country is trying to use
more renewable sources of energy.
• The Gym Group keeps environmental sustainability as its core value with aim of reduction
in carbon by 50% before 2030 and further future plans to make net zero carbon by 2035.

Objectives of the Gym Group
• The Gym Group has gained high rates of success with its highly advanced
digital services..
• The group focuses to bring changes in its digital services by upgrading its
website.
• This will result in increasing the membership and success rate of the
group.

CONCLUSION
• From the following it can be concluded the importance of various SOSTAC elements which plays an important role setting
business strategies and goals.
• Various marketing goals are met by upgrading the digital services of an organisation. The macro environment factors such
as legal, technological, political, socio-culture and economic factors determines the marketing principles of the
organisation. This helps in retaining the customers and compete with the stiff competitors in the market.

REFERENCES
• Olafsdottir and et.al., 2020. Health benefits of walking in nature: A randomized controlled study under conditions of real-
life stress. Environment and Behavior. 52(3). pp.248-274.
• Oraman and et.al., 2018. WHAT EXTERNAL AND INTERNAL FACTORS AFFECT ORGANIC FOOD SECTOR?. New
knowledge Journal of science. 7(2). pp.33-44.
• Rachmawati, D., Akbari, T.T. and Adithia, S., 2021. Social Entrepreneurship Marketing Communication Strategy in
Maintaining Customer Loyalty. Communicare: Journal of Communication Studies. 8(1). pp.76-93.