Marketing Plan: Yoga Studio Development in Nelson Stoke, New Zealand

This report details a marketing plan for a yoga service center in Nelson Stoke, New Zealand, focusing on external environmental analysis and marketing mix elements. It includes a SWOT analysis to assess the organization's internal capabilities after analyzing the market segment. The plan addresses political, economic, social, and technological factors influencing the market, and proposes strategies for promoting yoga studios in New Zealand. The research employs secondary data and quantitative methods to formulate a business and marketing plan aimed at profitability and market growth. The report also covers target market identification, positioning strategies, brand development, and promotional activities to ensure customer loyalty and business expansion.

Running head: ADVANCED APPLIED MARKETING
Advanced Applied Marketing
Name of Student
Name of University
Author Note

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ADVANCED APPLIED MARKETING
Executive Summary
The report is based on the application of marketing strategies and its implementation in an
organisation. The focus is on the development of a yoga service centre that is developed in
Nelson Stoke, New Zealand. External analysis of the environment is made so that the
development of the yoga service can take place. At the same time marketing mix elements are
analysed so that the best option can be provided for the development of the yoga service.
SWOT analysis is also conducted so that the internal capabilities of the organisation can be
analysed after analysing the market segment of the organisation.

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ADVANCED APPLIED MARKETING
Table of Contents
Introduction................................................................................................................................3
Objective....................................................................................................................................4
Research Methodology...............................................................................................................4
Literature review and analysis...................................................................................................5
Market analysis.......................................................................................................................5
Consumer..............................................................................................................................11
Competitors..............................................................................................................................12
Marketing plan.........................................................................................................................14
Audit activity............................................................................................................................20
Target market...........................................................................................................................21
Positioning................................................................................................................................25
Brand........................................................................................................................................27
Market strategy.........................................................................................................................27
SWOT analysis.........................................................................................................................28
Promotion marketing plan........................................................................................................30
Conclusion................................................................................................................................30
Reference..................................................................................................................................32

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ADVANCED APPLIED MARKETING
Introduction
The application of a proper marketing theory can help in the progress of an
organisation in the local as well as in the international market. According to Sargeant and
Macquillin (2016), the development of a proper marketing mix by identifying the elements
involved that can help in enhancing the quality of the organisations is analysed based on the
effectiveness of the market. Hair and Lukas (2014) is of the opinion that it is important that
the development of the market take place based on the Categorization of the target market as
well as the plans developed for its promotion. At the same time every organisation need to
take into consideration the factors that affect the growth of a market. The report analyses
these approaches so that a proper marketing strategy can be developed for a company located
in New Zealand.
The report sheds light on the progress, which has been made related to the research
work that concerns the analysis of applied marketing plan and research. The selected topic for
the research includes the marketing strategy that is adopted by Nelson Stoke situated in New
Zealand. It has been seen that the Nelson Stoke has opened a new Yoga Studio for the
expansion of its business. Hence, effective marketing strategies need to be developed so that
the Yoga Studio can grow in the market and at the same time enhance the level of fitness for
the people of the society. The establishment of the Yoga Studio can help in the growth of the
market locally and help in earning an enormous profit for its expansion into the international
market.
Nowadays, New Zealand has managed to expand its business in areas that are beyond
its boundaries (Lovelock & Patterson, 2015). However, a proper marketing research needs to
be undertaken so that expansion in international boundaries can be made. The researcher aims
to analyse the current situation in the market of the country and the manner in which Nelson
Stoke can expand its yoga studious in the country as well as outside of it. The research
analyses the factors that are involved in the development of a proper market and at the same
time proposes strategies that are involved in the market. Marketing plan is developed for the
promotion of the yoga studios in the market of New Zealand.

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ADVANCED APPLIED MARKETING
Objective
The aim of the research is to formulate a business and marketing plan for the
development of the yoga studio so that it can make profit and at the same time flourish in the
business market effectively and efficiently.
In order to complete the research in a successful manner, it is necessary to formulate
objectives that can help in maintaining the course of the research. In the case of this particular
research, the objectives include:
 To formulate a marketing plan and promote the yoga service
 To target appropriate customers and promote the importance of yoga as a health tool
 To ensure that the business expands and profit increases
 To provide recommendations so that customers remain loyal to the yoga studio
Research Methodology
The research is based on the analysis of secondary data and the adoption of
quantitative research design. The reason behind the selection of this particular research type
is the fact that it analyses the market and the manner in which business can be developed in
the markets of New Zealand. At the same time, the adoption of secondary research can help
in reaching the objectives and suggest recommendations for the development of the yoga
service at Nelson Stoke. Approaches used for conducting the research can help in responding
to the research objectives set by the researcher.
The objectives that have been included for the research can be met with by analysing
relevant information and materials that are collected from various sources. These sources of
collecting the information includes relevant books that is found online, reliable internet
sources, database, newspaper, journal articles and magazines. In order to enhance the quality
of the work, the researcher had even visited libraries so that relevant information about
marketing can be gained. The information that yoga services are not developed in the city is
gained from conducting a thorough analysis of the city by the use of maps to locate places.

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ADVANCED APPLIED MARKETING
The contribution of the lecturers also helped in the development and completion of
the research. The lecture notes provided by the teachers helped in gaining a successful insight
about the application of marketing strategies and analyse the factors that affect the market.
Apart from this, information regarding the development of yoga centres, it effectiveness and
the benefits that it provides can be gained mainly from the secondary sources. Information
regarding India and the manner in which the people use yoga are obtained from researching
the internet. Hence, it can be said that these analysis have helped immensely in the
development of the research.
The research has been conducted using marketing scoping also as it helped in the
analysis of gaining ideas about new services in the market. It is for this reason that the idea of
developing a yoga service was put forward and based on it the development of the topic was
formulated. Apart from this communication, testing was done so that any customer or
potential stakeholder of the business can be contacted. This can help in understanding the
concept of the marketing as well as identify the potentials that exist in the market. Hence,
decision was taken based on the application of the proper research metholdogy.
Literature review and analysis
Market analysis
The marketing analysis is conducted to understand the factors and forces that exist in
a market, which in turn may provide hindrance in the progress of an organisation. According
to De Mooij (2018), the market analysis is done based on such forces that are essential for an
organisation to develop. Without proper analysis of the market, organisations may find it
difficult to dominate the market. In the case of the yoga service, it is necessary that the
marketing factors be analysed so that the potential for success can be gained. The analysis
considers factors and forces that have an affect the external environment of an organisation.

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ADVANCED APPLIED MARKETING
Political: The political factor usually denotes the intervention of the Government in
the activities of an organisation. Armstrong et al. (2012) stated that the interference from the
Government may or may not be directly related to activities of an organisation. The political
factors may also consist of identifying the influences in terms of rules and regulations that are
presented by the existence of any political party.
As observed by Brown (2016) in New Zealand, the rate of political influence is less
and therefore, advent of political parties or its influences in the field of organisational
operations can be less. It has also been seen that New Zealand has managed to continue come
out of the shades of Australia and form trade relations with other countries such as China.
Therefore, this signifies that New Zealand has grown in the competitive market and it is
mainly due to the support received from the Government. Hence, Shaw (2016) states that a
conclusion over the success strategy proposed by actions of the Government can be
considered in this case.
Economical: The economy of New Zealand is considered as the 53rd largest economy
in the world and is the 69th largest after its measure in terms of PPT. As stated by Malhotra
and Peterson (2014) New Zealand has a globalised economy as it mostly depends upon trade
relations with other countries. These trade relations allow New Zealand to be surrounded in a
dependable manner and the alignment of the country with that of its neighbour Australia can
be seen as an advantage. This may open up vulnerability of the country in terms of any
economical debacle such as economic fluctuation. Babin and Zikmund (2015) are of the
opinion that any economic fluctuation may mean considerable loss for the country as trade
relations with other countries can be hindered.

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ADVANCED APPLIED MARKETING
Hence, it can be said that for Nelson Stoke to continue with the plan of developing a
yoga service, support from people renowned for yoga instructors need to be recruited. An
analysis of this form of exercise can be seen as a speciality in India as the exercise is
considered as a traditional approach in the country. Hence, it can be said that to recruit yoga
instructors from a foreign land can be a challenge for Nelson Stoke if the economy of the
country does not remain stable. Strauss and Frost (2016) are of the opinion that in order to
continue with the steady flow of income from foreign countries via trade, the support from
the Government is required. Therefore, it can be said that keeping aside the economic
fluctuation of the country and the world, the establishment of the yoga service centre
proposed by Nelson Stoke can be a success.
Social: As stated by McDonald and Wilson (2016) the social influence depends upon
the manner in which society supports the growth and development of an organisation. A
developed society can provide an analysis of the manner in which it can help in the growth of
an organisation. An important aspect that needs to be done is the fact that social support can
be in the form of online procurement of analysing the existing society or through support via
making purchase or availing of services. At the same time, Lusch and Vargo (2014) stated
that the social influence could help a company to be removed from its existence due to any
illegal activities.
In the case of New Zealand, it can be said that the social influence can be positive but
can shift to being negative with one false step. This is mainly because the population of the
country is small and at the same time, the country protects the environment in which it
operates. Therefore, in the case of the yoga services, the support of the society can be a big
influential factor. This is mainly because yoga promotes the health of the people and
therefore, it can receive positive feedback from the society.

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ADVANCED APPLIED MARKETING
Baker (2016) is of the opinion that the social influence can be helpful for
organisations as it maintains an economic growth and helps in enriching an organisation with
human resources. In the case of the yoga centre, the social influence can help in the growth of
the service and promote the form of exercise along with Nelson Stoke in the world map.
Hence, objectives of the company can be achieved. Therefore, the social influence can help in
influencing the development of the yoga service in a positive manner.
Technological: In the modern world, technology plays an important role for the
development of an organisation. The dependence of an organisation is mainly on the
technological influence and the manner in which technology plays a crucial role in the
development and growth of an organisation. Bamossy and Solomon (2016) are of the opinion
that New Zealand is one of the technologically driven countries in the world. Influence of
technology is used by many organisations in the country and at the same time, it helps in the
development of a steady economic growth.
Therefore, implementation of technology in the country can be considered as a
positive influence for Nelson Stoke as the development of the yoga service can be made with
the help of the technological factors. Solomon (2018) observed that with the effective use of
technology, the yoga service could receive a boost in its popularity. This is mainly because
the service can receive instructions from the target instructors and at the same time with
technology, it can ensure growth at the world stage. This can help in maintaining an effective
communication with the instructors, the participants and the stakeholders. Hence, the
technological involvement can help Nelson Stoke to develop the yoga service and at the same
time help in its growth.

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ADVANCED APPLIED MARKETING
Environmental: The environmental influence is one of the most important factors that
are needed to be considered by an organisation. According to Garnica and Viveros (2017),
the manner in which the environment can help in the influence growth of an organisation is
that it can help in the development of sustainability. Sustainability is one of the most
important aspects that are needed to be considered by an organisation as it can help it to
determine the factors responsible for its growth. In New Zealand, the environment is
considered as one of the best in the world, and the people are aware of the activities needed to
protect any harmful effects in the environment. The picturesque environmental factor is one
of the best in the countries and as stated by Fill and Turnbull (2016) is even considered as the
reason behind the attraction of the tourists.
Hence, for the development of the yoga service, the environmental aspects of the
country are needed to be considered. This is mainly because the implementation of the yoga
service or conduct of the activity requires fresh air to breathe in. With the type of
environment that exists in the country, it can be said that the environmental factor may not
pose any type of threat to the development of the service. Hence, the environmental factor
can be considered as an important aspect for the development and growth of the organisation.
Legal: According to Charter (2017), it is necessary to understand the legal rules and
practices that are followed in a country before setting up an organisation or business. This can
help in maintaining the legality of the business and at the same time ensures that support from
the society is received. In the case of New Zealand, the influence of the laws of the country is
derived from the laws in Australia. Hence, any organisation that might decide to set up a
business in the country need to understand the laws of Australia and identify any changes that
exist in the laws of New Zealand. Hence, it can be said that in order to continue business in
New Zealand, the legal policies relating to the establishment of companies, policies and rules
in engaging in business need to be understood.

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ADVANCED APPLIED MARKETING
One advantage that Nelson Stoke can gain is the fact that it is a New Zealand based
company. Babin and Zikmund (2015) stated that problems regarding understanding the laws
of the country might not be an issue for the organisation. However, it needs to keep in mind
that every law related to the development of the yoga service be kept in mind. For example,
the fact that the Nelson Stoke aims to build a second service along with its existing service
require the support from the stakeholders as well as legal documentation. Along with this,
Armstrong et al. (2014) stated that the support from the Government is also needed to
understand any changes in policies.
Therefore, after the analysis of the market using factors that may hinder or influence
it, conclusion can be that highlights the link between the market factors. As stated by
Papadopoulos and Heslop (2014) every factor influence one another and are linked with one
another. This suggests that for an organisation to succeed in the competitive market it is
essential that every factor be taken into consideration and mitigation strategies for success be
undertaken. As observed from the analysis, the yoga service needs to undertake the influence
of each of the factors so that it can attain its objective.
For example, the legality of the business needs to be maintained for gaining the
support from the society as well as the Government. This can also help in the enhancing the
trade activities that help in influencing the economy of the country. As seen from the
analysis, the economy of New Zealand is largely dependent on the exchange of goods and
services from foreign countries. As stated by Tuten and Solomon (2017) the manner in which
the development of the economy takes place usually points to the political relationship that is
maintained with other foreign countries. New Zealand has emerged as a trading nation and it
is important that organisations involved in trade, remain aware of the policies and legal laws
of the country.

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ADVANCED APPLIED MARKETING
At the same time, advancement in the technological factor is also important for the
development and growth of the country. Ottman (2017) observed that the people of a society
influence the development of technology. Hence, the people participating in the development
of the yoga service can influence the use of technology. One of the advantages that Nelson
Stoke possess is the fact that does not aim to manufacture any product. The yoga service
intended by the company can help in bringing about peace in the country without causing any
harm to the society. This can be a huge influence in gaining the support of the political factor
in the form of Government, legal factor in the form of commencing with the idea and the
social factor in the form of gaining support from the local people.
Development of the economy can also be taken into consideration if the yoga service
aims to continue with its aim of recruiting quality yoga instructors from foreign countries.
Hence, it can be said that the market analysis provides an overall positive indication for the
growth and development of the yoga service of Nelson Stoke.
Consumer
Belch et al. (2014) is of the opinion that one of the most important stakeholders of an
organisation is its customers. The customers or the consumers of products and services are
required to be satisfied so that development and growth of the organisation can take place.
Hence, it can be said that analysing the customers is needed so that organisations can gain a
competitive advantage in the business market. The analysis need to be made based on the
habits of the customers, the purchasing power, buying channel and the recent trend in the
supply of products and services.
In the case of the yoga service developed by Nelson Stoke, the analysis can help in
the development of the service and attract the audience. Katsikeas et al. (2016) is of the
opinion that one of the important aspects that need to be considered is the fact that the yoga
service is aimed to be the first of its kind in the city. Hence, selection of the customers needs
to be done carefully so that the business tastes success. In this regard, the characteristics of
the service need to be taken into consideration so that it can help with the growth of the
business. It is seen that yoga provides an opportunity for individuals to be fit as well as
healthy. Hence, the habits of the people can be determined from the characteristic of the
service.