International Marketing and Sales: Pure Gym's Marketing Plan Report

This report details a marketing plan for Pure Gym, a leading fitness chain, focusing on its expansion and competitive advantage. It begins with an introduction to marketing planning and its benefits, followed by an analysis of Pure Gym's value proposition using Mendelow's matrix and Porter's value chain. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, informing the development of specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives. The report then outlines a strategic marketing plan, including situation analysis, marketing mix decisions (4Ps), and STP (segmentation, targeting, positioning). Finally, it explores various marketing tactics, including traditional and digital marketing strategies like direct mail, print, broadcast, and SEO, aimed at attracting and retaining customers, increasing sales, and growing brand awareness. The report concludes with an emphasis on the importance of implementation, control, and continuous improvement to adapt to market changes.

International marketing
and sales

INTRODUCTION
Marketing plan helps in developing sales of company to great extent. It is the tool that
gives benefit to business unit in raising number of buyers of organisation. Effective marketing
planning aids in creating competition in market. Report is about marketing plan for Pure gym.
Marketing plan helps gym to earn a competitive advantage over their competitor and expand
activities of the business at large scale. In this report pure gym is going to mend low matrix to
develop their value and use porters chain to analyse their organization effectiveness. Swot
analysis is the great technique that help firm in knowing their strength and weakness and
marketing objectives of Pure gym are prepared clearly that help them in development of
business. Strategic marketing planning always gives positive result to firm, great planning
supports in generating sales and gaining competitive advantage to firm.
TASK 1 MARKETING PLAN
Pure gym is one of the leading gym in JAPAN. and technologies which are helpful in
raising number of customers.
1.1 Value proposition
Mendelow's matrix
Matrix help to analyse power and interest and also to fulfil need and wants of
stakeholders to keep them satisfied with effective products and services.
Creating a Grid map of stakeholders
Pure gym need to make their stakeholders satisfied by providing them all the details
related to their services and products being offered (Gratton and Kokolakakis, 2017.). They need
to provide regular data about their business so attract them towards organization working.
Creating an action plan
PureGym has aim to engage stakeholders with their services and make efforts to satisfy
them effectively. Company need to engage with them and talk to ensure that they are satisfied
with companies products and services.
Mapping your stakeholders early on

Pure gym need to analyse stakeholders impact on business strategy and develop effective
communication for development of their organization(Chekhovska, 2017.) . Company need to
develop effective communication with their stakeholders to make them satisfied and analyse
their wants and desires.
Moving between quadrants
Company need to manage communication with their stakeholders to keep them satisfied
and increase profitability of company.
Porter's value chain
Inbound logistics
PureGym need to bring raw materials that help them in improving product effectiveness
and develop quality products. Quality raw materials are helpful in providing effective products to
their customers for making them feel good and satisfied.
Operations
In this PureGym need to take proper care on their operations department because they are
going to develop their raw materials into finished products and need to analyse that they meet
quality standards.
Outbound logistics
In this PureGym after development of their finished goods like machinery send them in
their different branches so their customers are able to use those services effectively. In order to
develop positive image of the PureGym it is important that all products are delivered on time.
Marketing and Sales
Company need to develop effective marketing strategy to gain attention of buyers and to
increase sales of organisation (Mosey and Kirkham, 2017). Marketing is done properly so that
company able to raise business profitability.
Service
Company also need to provide after sales service. Like if a client pay fees for one year
then pure gym need to provide proper assistance to their clients.

Customer value proposition
Customer value proposition analysis help pure gym to to generate value for their services
and products by satisfying wants and desires of customers and effective utilization of their
products and services. For creating value PureGym need to know benefits that are provided by to
customers by their products. Marketing statement that help customer to know why they use
services of pure gym.
1.2 Key findings
Swot analysis
Strength
Pure gym is one of the leading fitness chain in JAPAN. They provide top class facilities
to their customers. Provide effective training facilities to their customers. Have an adequate
capital to expand their business. Available at great locations that attract customers. Have
qualified trainers who have experience in different areas of fitness.
Weakness
They have large number of member base and shortage of staff to control. Focus on
individual training or on personal trainings. Gym need to maintain their equipment’s and
machineries that become costly for gym. Poor staff training is main weakness of firm. Employee
management of firm is also its weakness because enterprise is unable to retain staff. Fund
management is another great issue of firm.
Opportunities
Pure gym provides new equipment’s and machineries which gives results of attracting
potential buyers (Chernev, 2015.). Developing business in new economy and establish their
brand presence all over the world. Need to develop effective marketing strategies to engage
customers with their products and services. Increase in concern in people for their health help
them to develop business. Demand for fitness in people is also increases with time.
Threats
Increase in competition from different big gym brand's. Expansion in gym sector and
development of equipment’s effect overall development. This means that development in gym

equipments is creating threat for the success of PureGym. This also requires it make monetary
investment for the gym.
1.3 Marketing objectives
Pure gym need to develop marketing objectives through which they can attract and
engage customers and turn potential customers into customers and also improving their product.
To raise number of customer of gyn by 30% within 12 months
To open two more branches of gym within 6 months
Specific
Pure gym to specify their marketing objective with their staff so that they are able to
understand companies goal and importance of that goal to achieve it on time and effectively that
help in developing and improving effectiveness of services and help in raising customer’s
satisfaction level.
Measurable
The goal must be measurable so company is able to track success of their goal and
objective. Company need to display properly the goal that they want to achieve.
Achievable
Gym need to set goal that they are able to achieve by analysing ability of their
organization and their staff and resources available to them to achieve their goals. And also need
to set plan according to resources available to their organization.
Relevant
Marketing objective are need to be relevant to overall mission and goal of
organization(Paley, 2017.). Marketing objective need to be effective so it helps to contribute in
reaching overall goal of organization.
Time bound
Pure gym need to set time for achieving goals. This is the tool or application which raise
level of efficiency of business in market.
Marketing objective purpose

Increase sales
Pure gym develops effective in order to gain customer’s attention. This tactic supports the
business in generating more revenues and creating its brand image.
Grow brand awareness
Marketing help to develop brand awareness about products provided by company to the
customers and helping in raising customer engagement.
Increase lead generation
Help pure gym to develop lead for their products and services in market. Marketing gives
benefit of increasing presence and engage customer and develop lead over their competitors to
become effective and attract large number of customers.
Decrease customer turnover
Effective marketing help pure gym to keep engage their existence customers with their
services and their business.
Promote new products
Marketing gives benefit of promoting services or new equipment of pure gym that help to
develop more customers.
1.4 Strategic marketing plan
Marketing plays an important role in the growth of business because effective marketing
strategies gives benefit of raising profit and increasing number of consumers. Pure gym right
now is unable to keep its buyers happy hence there is need to know more about them, this is only
possible by implementing effective marketing plan (Lidstone and MacLennan, 2017.). Pure gym
need to develop an effective plan for marketing of their products and to engage more customers
effectively and attractively and developing their business at a large scale. Helps to keep everyone
in an organization at a same place so firm can satisfy buyers. Strategic marketing help to provide
clear map to pure gym achieve goals and objectives of organization. Help stakeholders to
achieve goals and develop organization at a large scale. Help pure gym to meet their customers’
needs and satisfy their wants. Help to develop market share of their company.
Mission

To develop an effective marketing plan pure gym need to know their aim and identify
mission of their company. Mission help company to know how they will benefit their customers.
Pure gym mission is to develop their products to meet customer’s requirements.
Situation analysis
Pure gym need to analyse their internal and external factors that can influence
development of business. In this they need to market. Competitor, climate in a new territory and
its effects on customers. They need to know their strength and weakness to attract customers
effectively.
Marketing plan
Pure gym analyse opportunities for their services and develop their plans according to
that analysis. Marketing plan help them to know their customers and provide them way to reach
customers(Garcia, Usiski and Waken, 2016.) . Gym need to know their target audience and
develop budget for marketing of their products. Need to understand how competitors react on the
marketing plan.
Developing marketing mix decisions
Pure gym need to analyse 4p's price, product, promotion, place. They need to analyse
their product and its ability to satisfy potential buyers and meeting their requirements. Price need
to be set effectively that attract customers. Promotion is required for building brand awareness.
Company is required to know where they will advertise their product and time to promote their
business. Need to develop business at a place that help them to increase sales of their product.
STP
Gym uses demographic segmentation as it targets people age with 18-40 year. They are
highly positive for their health and fitness hence this target group will help firm in attracting new
users and rasing profit as well. Differentiation targeting strategy will be used and cost
positioning tactic will be used that will help the organisation in gaining attention of consumes
and attracting them towards the gym. By this way it will be open to new branches soon. Hence
this tactics will be beneficial in gaining competitive advantage to organisation.
Implementation and control

Pure gym need to implement their plan and use effective products and services. Get all
effective resources to market product to get positive results. Need to analyse their customers is
satisfied with their products and services to manage changes in market and company.
1.5 Marketing tactics
Marketing help to attract customers with product and services of organization and
according there is essential to improve products to meet their requirements. Marketing help to
develop business and create competition in market.
Traditional marketing plan
Traditional marketing is an old marketing technique that is used by every firm to generate
sales and to make people aware with its unique features of products.
Direct mail
Pure gym uses traditional marketing by mailing their customers about their products in
order to engage them effectively with organizations products and services (Lum, 2017.). Direct
mail helps them to attract customers more smoothly. Direct mail enhances knowledge of people
and they make their mind whether to buy products of company or not.
Pure gym will organise personal relationship campaign that would be better in gaining
attention of consumers towards the gym.
Print
Company can use print media like newspaper and magazines to advertise their business.
Print advertisement help them to reach different type of people. They can use their trainers for
articles in magazines which are helpful in the growth of company.
Broadcast
Pure gym can use television and radio for advertisement of their products. With help of
television people are able to see gym environment, place and equipment’s they are using to
develop their business.
Digital marketing plan

Digital marketing gives benefit of attracting large consumers and making them positive
towards the brand. It is the method that gives positive results and help in raising brand image.
Search engine optimization
SEO help pure gym to expand their business and develop an online image. Company
require an expert to manage their SEO.
Email marketing
Help company to reach their target customer and make them as their permanent
customers(Alves, 2017.). It helps pure gym to generate leads and help in increasing sales of their
services. One of the most integrated marketing methods that help in expansion of business.
Social media marketing
Social media marketing is being extensively used presently to increase visibility of the
business and increasing knowledge of the customers related to the existence of the PureGym.
Content marketing
Help company to attract their target market towards products and services. Content need
to be attractive because this thing can enhance customer’s engagement and also help the
organisation in making them ready to spend money to buy products.
Among all the options and tactics available for the marketing that PureGym in this
traditional and modern both tactics are available for marketing. Among all these traditional and
modern tactics can be employed together by the PureGym. Social media, Email Marketing and
Content marketing needs to be more focused in order to increase visibility of PureGym.
1.6 Action plans
Implementation process
Evaluation and communication of strategic plan
Pure gym need to evaluate plan and communicate with all other people of staff for
development of their products. Effective communication help in overall success of their plan.
Development of an implementation structure

Need to develop structure for implementing plan so that business goal can be met.
Structure need to be effective and have ability to satisfy customers wants and desires. Structure
prepared on the basis of effectiveness of a plan.
Development of implementation policies and programmes
Pure gym need to develop policies and programs to implement their strategy effectively
to develop their products. Support policies help if any problem arises then company is able to
develop business.
Discharge of functions and activities
Company need to discharge all activities that they prepared for development of their
products and services and implement effectively so that goal of firm. Need to prepare plan and
implement all activities so that growth of business can be done and firm can accomplish its goal.
Budgets and finances
Pure gym need to set budget for their marketing plan and use budget effectively in each
and every department that help them in development as well as to expand activities of their
business(Orelma, 2016.). Gym need to analyse effectiveness of their plan to get back profit and
help firm in its growth.
Payback
Company need to find ways and make their marketing campaign effectively which gives
results in gaining attention of buyers and increase profitability. Company is required to know
how much profit they earn after effective marketing of their products and services.
Break even
It is a point where gym receive their fixed cost they incurred on development of their
products and services. If is point of no profit no loss. Breakeven point need to be analysed so that
company is able to receive fixed cost they incurred in production of product.
Fixed cost= 60000
Variable cost=40
Selling price per unit=100

Contributing per unit=1000-40=60
Breakeven=fixed cost/ contribution per unit
60000/60=1000
1.7 Ethics and sustainability and CSR
Ethical marketing help Pure gym to develop honesty and fairness while promoting their
brand. Company need to know what is right and what is wrong while marketing of their products
and services. Ethical marketing helps pure gym to develop a positive image and develop their
business. To conduct ethical marketing it clearly identifies company its customers and market
where they are going to expand their business. Need to make careful research on their product
and market where they are going to develop their business and develop effective utilization of
their resources that have ability to satisfy their customers wants. Ethical marketing is a powerful
way to attract customers and engage them effectively towards organization.
Pure gym has many stakeholders, public is one of the major stakeholder, pure gym will
ensure to offer them best services so that their needs can be fulfilled. Government is another
stakeholder, pure gym will follow each regulation carefully so that it meets their standards.
Pure gym may face ethical challenges: it may be behavioural issues with the members of
gym, privacy issue etc. But gym will take care that it keeps its dat of members confidential and
treat its person’s ell without misbehaving with them. . Product ethical issue may also get faced
but it will ensure to offer them best quality gym products adn services so that customer
satisfaction can be maintained.
Market research
For marketing Pure gym need to make a proper research on market so that correct
decision of expansion can be taken place and that help them to improve effectiveness of their
products and services (Schaefer, Rao and Mahajan, 2018.) . But variety of results from different
people increases ethical issues.
Market audience
Some areas where people are not familiar to marketing techniques are effect overall
success of business at a large scale and leaves a negative impact on their customers and on their
products and services.