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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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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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.

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ADVANCED APPLIED MARKETING
Preferences of the customers
Customers that are fit or are concerned about its health need to be pursued so that the
business can develop. These customers need to be segregated and promotion of the new set
up of the company can be provided by using social media. At the same time, it is also
necessary to understand the channel with which the customers can make proper interaction
with the organisation. Charter and Polonsky (2017) is of the opinion that development and
effective use of a website need to be considered for making proper communication with the
customers.
Purchasing power of the customers
In the case of the yoga service, customers can enrol for the yoga courses from home
without having to travel to the place for enquiry. However, one of the most important
functions that need to be considered is the purchasing power of the customers. As stated by
Kumar (2015) this is mainly important due to the economic factor present in the country.
Hence, the prices of the services need to be pocket friendly so that it can help in the
development of the business.
Trends in the yoga service centre
The recent trend in the services can be difficult to estimate, as the yoga service will be
the first of its type in the city. However, analysis of the Indian market and the application in
the Hindu society can be made to understand the advances made in the yoga technique. This
can help in enhancing the business and the customers along with the yoga instructors can be
satisfied with the technique used. Hence, it can be said that the analysis of the customers can
provide the yoga service with opportunities to improve in the current market and fulfil its
objectives.
Competitors
As stated by Ashley and Tuten (2015) it is necessary for companies to face
competition from other business. The competitors can help in determining the success
strategies that may bring about success for an organisation. Without proper competition in the
market, customers may be provided with only monotonous products and it may have a
negative influence for an organisation. Hence, in order to bring out an innovative concept and
understand the quality of the employees, existence of the competitors is needed. However, it
needs to be kept in mind that the competencies of an organisation are more than its
competitors in trying to gain benefits in the market (Posner, Williams & Posner, 2015).
Keeping this mind, an analysis can be made about the yoga service that is needed to be set up
in Nelson Stoke. From the analysis of the market, it can be seen that most of the factors are in
favour of the company and its set up of the service.

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ADVANCED APPLIED MARKETING
Competition from similar yoga service centres abroad
However, one of the important things that are needed to be considered is the existence
of the competitors. The fact that the choice of business is rare may be an advantage for the
company as yoga services are rare particularly in a country like New Zealand. At the same
time threat can be received from the fact that since the country is involved in trade activities
and that the aim is to expand the yoga service, competitors from countries that have yoga
facilities may be gained. In this case, the attributes that are presented by Nelson Stoke for the
development of its yoga facilities need to be taken into consideration. As stated by Bendle et
al. (2016) it is important to analyse the competition or predict the strategies that competitors
may adopt. In this case, one of the advantages that the yoga service may have is the fact that
it is the first yoga service to be set up in the city.
Gyms
Gyms can provide extensive competition to the yoga service centre. This is mainly
because the gyms provide extra facilities for developing the physique and builds up strength.
Yoga on the other hand, focuses more on keeping fit and brings about mental peace.
Therefore, students and sports people may be attracted to the gym facilities so that physique
can be developed that can help in enhancing the abilities of an individual. The Nelson Stoke
can understand the threat from the gyms and develop solutions that can help in addressing the
threat. Hence, solutions can be formed for mitigating the threat from the competitors.
Webster (2015) is of the opinion that a smart way to enhance the business can be if
organisations can consider providing deals concerning price bundling strategy.
Mitigation techniques against the competitors
Providing combo packages can help in the development of such a strategy and based
on it the yoga service can be a step ahead of the competitors. Hence, it can be said that in
order to continue its business successfully in the market, Nelson Stoke can develop the yoga
service keeping in mind its benefit and the possible response it may receive from the
customers. The analysis shows that competitors now are in scarcity and therefore, Nelson
Stoke can gain the loyalty of the customers with proper development of its facilities. In this
case, support from the stakeholders, which includes the Government and the society of the
country, is needed. However, as observed by Baker (2014) one of the major considerations
that are needed to be made is that the yoga service manages to innovate on a regular basis so
that customers do not feel monotonous about its existence.

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Marketing plan
The marketing plan needs to be based on the elements of the marketing mix so that an
analysis of the market can be done in a proper manner. As stated by East et al. (2016) the
marketing mix provides a timely analysis of the marketing factors and at the same time, a
relationship with the customers can be formed based on the analysis of the marketing
elements. In the case of the development of the yoga service, the marketing mix can account
for the implementation of practises required for the development of the organisation as well
as for attending its objectives. An analysis of the marketing mix can be done that can help in
understanding the elements and its effectiveness in the development of the yoga service.
Product: As stated by Grant (2016) the product is the ultimate element based on
which the remaining elements can function. Without the existence of a proper product, it can
be difficult for an organisation to gain an advantage in the market. As observed by Riasi
(2015) product normally consists of two parts that includes the functional and aesthetical.
This can help in providing service value to the customers so that identification of the brand
can be made. In the case of the yoga centre to be developed by Nelson Stoke, the main
product is the services provided. The various manner in which the yoga techniques are
delivered need to be the functional service of the company.
This can also help in the analysis of the customer response and the identification of
the brand. The analysis of the marketing analysis has shown that the yoga service can receive
positive feedback from the customers mainly because it does not involve the emission of
harmful components in the air. As observed by Porter and Heppelmann (2014) the people of
New Zealand are health conscious and are inclined to take up exercises and physical contact
sports. Hence, the development of a yoga service can help in the development of the health of
the people.
However, one of the important aspects that need to be kept in mind is the fact that the
service provided by the organisation is not monotonous. Continuous innovation in the
development of the services is required so that interest of the customers can be peaked.
According to Keller (2016), this can help in the development of the service and provide an
opportunity to maintain the factors necessary for gaining a competitive advantage. A link
between the service provided and the price of the service can be made based on the analysis.

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ADVANCED APPLIED MARKETING
Price: The price of the products denotes the wish list of the managers (Huang &
Sarigöllü, 2014). The price covers the manufacturing cost and other expenses that are
required for the completion of a product. Prices of products can be determined either as
individual entity or in a bundle-pricing manner by considering two or more products. This
can help in the satisfaction of the customer as well as provide an advantage in the market. In
the case of the yoga services, the aim is to provide different packages for the commencement
of the yoga centre.
Categories are made for young and adult people so that different techniques are used.
According to Vomberg, Homburg and Bornemann (2015), the categorisation can help in the
division of prices. However, the aim of Nelson Stoke is to maintain a pocket-friendly price so
that customers can be attracted. The main reason for maintaining such prices is that it can
help in the development of the business as it is considered new in the market. This can also
help in remaining a step ahead of the customers in terms of the expense. The market analysis
has shown that New Zealand is largely depended on the trade relations that exist between it
and the other countries.
Therefore, as stated by Çifci et al. (2016) the price of yoga need to be kept at a
medium range so that even during financial crisis, the business can continue to maintain the
health of the customers. Apart from this, another reason for controlling the prices is that since
it is a new business in the market, people need to trust the business. Excessive prices may
cause the failure in the market and provide the company with a disadvantage. Excessive cost
of providing the yoga service can be mitigated by ensuring that people find it convenient to
travel to the centre.

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ADVANCED APPLIED MARKETING
Place: According to Datta, Ailawadi and van Heerde (2017), the place of an
organisation signifies its existence and the manner in which it can continue to grow. For
organisations that deliver goods and products in shops the location of its business plays a
significant part. This is because based on the location of the place, the transportation cost can
be determined and at the same time, customers can be attracted. At the same time as stated by
Godey et al. (2016) the location need to be made in a place that does not have a similar type
of business that may pose threat to the existing organisation.
In the case of the yoga service centre, the location is aimed at the city of Nelson and
in Stoke largely due to the lack of competition. As stated earlier, the yoga service developed
is the first of its kind and the business can thrive due to this particular location. Apart from
this, customers can be drawn from places that are nearby the location. An analysis of the map
of New Zealand provides evidence that locating the yoga service centre in Stoke can help in
drawing customers from places such as Nelson and Richmond. The distance travelled from
the residential areas of the customers to the location of the service centre can be reduced and
people can afford to walk to the place.
As stated by Schivinski and Dabrowski (2015) targeting people from two cities can
help in the growth of the yoga centre and help in achieving the objectives. Relation with the
price of the service can be made by considering that due to the less distance travelled by the
people; they can manage to spend a little more on the services. Hence, competitive advantage
can be gained on various fronts in the form of increase in the customers as well as the lack of
competition at the places.

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Promotion: In order to establish itself in the market, it is necessary that every
organisation promotes its products or services. Not only the products, it is necessary that the
organisations also get to be promoted in order to gain competence in the market. As stated by
Gürhan-Canli, Hayran and Sarial-Abi (2016) the promotion is needed in order to establish its
status in the economy. In the modern world, promotion can be done in various such as
Facebook, Instagram and Blog. These sources have an easy way by which products, services
and organisations can establish itself in the market.
Hence, it can be said that in the case of the yoga service, these methods can be used in
order to identify the customers and promote the existence of the services. Sasmita and Mohd
Suki (2015) stated that Nelson Stoke can use the social media as it is considered as the fastest
method of spreading any new product or service. The people interested in maintaining health
is usually the young generation. Hence, a relation can be made between the people involved
in maintaining health as well as the group interested in indulging in social media. Hence, this
can be a platform for the launch of the yoga services in the country. At the same time, good
offers can be presented which may help in the growth of the company.
As stated earlier price bundle strategy can be used so that the yoga service can
promote its services in the market. According to Christodoulides, Cadogan and Veloutsou
(2015), other methods such as newspapers and televisions can be used in order to promote the
yoga services. However, one of the important aspects that need to be considered is the fact
that promotion methods usually incur extra costs. Hence, the budget needs to be made in a
proper manner so that organisations can expand its reach. Such tactics can be applied by the
yoga service so that it can continue its business in New Zealand.

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ADVANCED APPLIED MARKETING
Physical Evidence: The physical evidence is considered as one of the underrated 7-Ps
that exist in the market mix elements. As stated by Zhang, van Doorn and Leeflang (2014) in
the modern world, with the advent of online shopping, physical evidence does not have
proper functioning in the market. Physical evidence usually denotes the action of individuals
examining a product on a first hand basis. Physical evidence in the modern world is done
based on the online technologies and the manner in which it can help in identifying the
products. However, in the case of service industries, the physical evidence is important as the
after sales service or the current service provided by the companies need to be judged.
Similarly, in the case of yoga centre, the physical evidence needs to include the
services provided. Hur, Kim and Woo (2014) are of the opinion that physical evidence also
includes the positioning of an organisation and its presentation in front of the customers. The
atmosphere and the behaviour of the people involved in an organisation are taken into
consideration with the physical evidence that is present. Therefore, the yoga service needs to
provide the customers with an opportunity to identify the place in which the centre is placed
and accordingly base its strategies. For example, it has been seen that the centre is located at
the cross roads between two cities.
Therefore, the amount of customers that can be gained by the organisation is
enormous. Hence, the physical evidence can be an important factor for the yoga service and
help the organisation to maintain its objectives (Wang et al., 2015). Hence, a link can be
made between places of the set up of the organisation as well as the physical evidence that
exists in the marketing mix element.

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People: According to Keller and Brexendorf (2017), the people can be the customers
as well as the employees. Both these types are important stakeholders of an organisation and
it is needed that managers implement strategies that can help in improving the condition of
the people. In the case of the employees, motivation needs to be provided by monetary or
non-monetary means. At the same time in the case of the customers, satisfaction needs to be
provided so that organisations can continue with its business. Saran (2016) stated that most
organisations focus on the satisfaction of the customers so that it can gain profit in the
market.
The satisfaction of the customers is important so that the yoga service centre can be
promoted in the market. The response provided by the customers is used to develop the
service centre and at the same time ensure that profit can be gained. In this regard, a link can
be made between the other elements of the marketing mix and this particular element. The
response of the people can be positive mainly if the product and prices offered by a company
are of good quality with a pocket-friendly price (Chatzipanagiotou, Christodoulides &
Veloutsou, 2018). In the case of the yoga service centre, it can be seen that the prices of the
services provided by the organisation is aimed to be pocket-friendly.
Hence, the satisfaction of the people is important for success. At the same time, a link
can be made between the customers targeted by the organisation in terms of fitness and an
urge to adopt yoga as a means of progress in the society. In this regard, it can be said that the
process adopted for attracting the attention of the customers also need to be taken into
consideration by the yoga service centre.

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ADVANCED APPLIED MARKETING
Process: The process undertaken by a company mainly can be associated with
manufacturing industries. As stated by Ding and Tseng (2015) the process undertaken need to
be sustainable as well as need to be free from all types of products that may contain hazards
to the environment as well as the human beings. Hence, it can be said that the process
undertaken by an organisation is the key for ensuring the quality of the product. In the case of
the yoga service centre in Nelson Stoke, the process involves the service process. The process
undertaken to provide every individual with an opportunity to enrol in the yoga service can
be considered for the benefit of the company.
Lin (2015) is of the opinion that in service centre the process adopted by employees to
render the services is always considered. Hence, it can be said that for the yoga centre the
services undertaken can determine the difference between success and failure of the
organisation. It has been seen that the process undertaken by the yoga centre is the traditional
Hindu process. As stated by Royo-Vela and Hünermund (2016) this provides an opportunity
for embracing the true culture of the yoga and applies it in the organisation. Hence, it can be
said that the yoga service centre can receive positive feedback from the application of
traditional yoga methods.
Therefore, after the analysis of the marketing mix it can be said that every element
can be linked with one another and the dependence of each element can help in bringing
about success in an organisation. In the case of the yoga centre, the application of the
marketing mix needs to be based on the characteristic and aim of the yoga centre. The service
as well as the price needs to align with one another keeping in mind the place at which it is
established. The physical evidence that is the establishment of the yoga service centre need to
be fruitful for the customers and the promotion can be done using social media, detailing the
services provided along with the facilities. The target people can be satisfied by the adoption
of the traditional Hindu yoga methods so that the business can grow in the market.
Audit activity
Element of the marketing mix for product form Expenditure
Price $56,000
Promotion
Cost of social media $3,000
Cost of advertisement $5,000
Cost of hiring instructors $2,000
Gaining a proper place $1,250
Direct marketing $450
Use of internet $900
Total $68,600
Table 1: Audit activity
(Source: Created by author)

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ADVANCED APPLIED MARKETING
Target market
According to Gürhan-Canli, Hayran and Sarial-Abi (2016), target market is referred
to as the market where the management of the company wants to sell the products and
services that are manufactured by them and includes the targeted sell of the customers for
whom the marketing efforts of the company are driven into. The identification of the target
market of a company is one of the most essential parts of the company as it is the building
block to the development plan of the organisation (Sasmita & Mohd Suki, 2015). The
management of the newly constructed Yoga Studio are well aware of the importance of the
purchase experiences that are characterized by the satisfaction of the psychic and the personal
needs of the customers.
The customers on the other hand care more about their experiences that are provided
by the service providers and are willing to pay for each of them. Therefore, as stated by
Christodoulides, Cadogan and Veloutsou (2015) the management of the company have to
have a clear idea of the target market to offer their products and service to the most suitable
person to ensure the maximum possible profit for the business. The target market of the yoga
service centre includes the students, aged people and sports enthusiasts. These people can be
attracted by appropriate market promotion strategy such as video promotion or social media
promotion.
Market Categorization
According to Zhang, van Doorn and Leeflang (2014), the market segments that will
be created consist totally of different types of the customers each with their own different
kind of choices or demands. According to, the top officials in the management of the Yoga
Studios, the Categorization of the New Zealand market is quite critical because the market
generally consists of a large number of customers who might have similar kind of demands.
Therefore, for each of the market segment there are different types of the marketing plan. The
market Categorization of Yoga Studio will help differentiate the different types of the people
in New Zealand in different ways based on their skills of Yoga. The main Categorization
models will be based on the traditional divisions. However, being a modern firm and
competing in the highly competitive modern market, the company has to target the niche
market or the young group of customers from different universities who prefer to stay fit and
healthy.

22
ADVANCED APPLIED MARKETING
The main yoga postures have been designed and incorporated in the course of the new
Yoga Studio after completing a thorough market research on the needs and the demands of
the particular kind of Yoga postures and courses for the customers in New Zealand. It is
considered as the responsibility of the management of Nelson Stoke to ensure and implement
the likes of the different yoga courses that are quite in accordance to the demands of the
customers. As stated by Hur, Kim and Woo (2014) the marketing Categorization of the yoga
market needs to be done accordingly after a detailed study of the yoga market.
Yoga Studio being an old racehorse in the New Zealand market has a thorough
knowledge of the Nelson Stoke area. Therefore, they have the idea that Categorization of the
market will pave the way for the fast response of the gradually changing requirements of the
market, increases efficiency in the strategic planning of the business and improves the rate
and analysis of the competition present in the market. The main factor on which the
management of the company has segmented the market for its new business of Yoga Studio
is;
 Geographic- According to Wang et al. (2015), geographic market Categorization is
one of the most common strategies when one serve the customers in a particular area
or when the wide range of people in the target market has their different preferences
based on which they are located. Yoga Studio has focused totally on spreading its
business in Nelson Stokes and in the outskirts of the city including Wakapuaka,
Annesbrook, Saxton, Greenmeadows Park, maitlands and many such small suburbs in
Nelson. The main elements of geographic Categorization are;
 Seasonal products- There are some common type of Yoga that may be fit for
all the season long whereas there are some specific yoga that are suitable for
some special seasons (Keller & Brexendorf, 2017). For example, the winter
season will require a number of new yoga postures that will help the people
suffering from a number of different problems during the season.
 Size of the area served- The first Yoga Studio will be opened in Nelson Stoke
and will thus target the customers in and around the city. As stated by Saran
(2016) the situational presence of the store in the oldest city of New Zealand
makes it an easy option to identify that the company has totally plans to serve
the urban sector of New Zealand. The geographical area thus served by the
store will be restricted to the outskirts of the city, as the management has
focused their Yoga services mainly in special needs of the urban population.
 Yoga Preferences- There is people who have different kinds of Yoga
preferences in Nelson Stoke. The choice of a particular person may differ
totally from another person who has enrolled himself in the following studio.
One of the people may prefer bridge pose and warrior pose while the other
may favour the child pose, the most suitable for him. Therefore, there is a
difference of choice among all the different persons regarding the different
kind of Asana. This provides the management a tough time to segment out the
persons with the same liking and categorizing them under one particular head.
 New Territory- The management of Nelson Stoke have to target new markets
selectively to ensure the spread of the business in new fonts like Christchurch,
Auckland, Dunedin and many more semi urban and urban centres. The
expansion strategy of the business organisation in the new market will help
create new customers and new demands in the market.
 Local retailer- According to Chatzipanagiotou, Christodoulides and Veloutsou
(2018), the providence of local discount is an element of geographic

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ADVANCED APPLIED MARKETING
Categorization as many of the people enrol themselves in the Yoga classes just
to avail the exclusive discount of the organisation.
 Behavioural- The following Categorization also serves as one of the most important
in the following business as it divides the total market into small homogeneous groups
based on the buying behaviour of the customers. According to Ding and Tseng
(2015), the consumers based on the frequency of use, brand loyalty, carry on the
following Categorization, benefits needed, loyalty of the customers and many more as
such. As mentioned by Lin (2015) the following Categorization is generally
performed to classify a common group of people with common likings within a
particular group. Some of the common parameters of behavioural Categorization are
as follows;
 Occasion oriented-There are a certain group of people who undergo yoga
training for some specific causes only (Royo-Vela & Hünermund, 2016). This
includes the likes of some special occasion like some events or any other
celebrations and many more as such.
 Usage oriented- The grouping or Categorization of the people enrolling them
in the Yoga Studio can be divided by means of their usage of Yoga in
practical. There are people who do not practice Yoga after the classes,
however in contrast there are people who regularly practice the postures after
practicing them in the classes.
 Benefits needed- The management of Yoga Studio have identified that there
are a number of people in Nelson Stoke who while enrolling themselves in the
new Yoga classes have thoroughly enquired about the different kinds of the
benefits, discounts and any kind of special cards are whether available or not.
Therefore, these particular kinds of people can be easily segmented out
because a large number of benefits will be needed to make the most of the
organisational needs.
 Loyalty oriented- The market of Nelson Stoke has been segmented according
to the loyalty of the customers. There will be people in the market who will be
loyal to the Yoga Studio and will always prefer the following brand rather
than the other competitive brands. The following can also be classified and
divided into one of the main behavioural factors of the business.
According to Nyadzayo, Matanda and Ewing (2016), apart from this the economic and
social behaviours of the business also stand out to be one of the main elements of the
business organisation. Psycho-graphic- The following kind of Categorization depends on the lifestyle of the
people of the area where the business operates, their activities, interests and their
differences in the opinions. The psycho graphical Categorization is quite similar to
that of the behavioural Categorization of the business. The main elements of psycho
graphical Categorization are as follows;
1. People lifestyle- According to Fatma, Rahman and Khan (2015), the most populated
area in New Zealand as per upper class individuals is Nelson Stoke. Therefore, the
presence of an upper class mentality with high sense of fashion style, clothing habits,
eating habits and health habits need to be considered. The presence of a healthy
staying habit is present within the population of the city. The presence of the Yoga
Studio will therefore see the enrolment of a large number of health conscious
individuals who can be characterized into a different segment by the management of
Yoga Studio.

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ADVANCED APPLIED MARKETING
2. Activities interests and opinions- The presence of the mentioned class of people
along with their lifestyle activities are equally responsible for the buying behaviour of
the other consumers or are responsible for the enrolment of many other interested and
potential people in the Yoga centre.
3. Social Class- There are different types of the consumers who generally fall in
different kind of social classes. Nelson Stoke being the oldest city of New Zealand
has a selected group of people as its residents enjoying a high standard of living
(Huang, 2015). Therefore, a large number of expensive courses are segmented out for
these kinds of consumers to ensure the success of the business in the market.
4. Values attitudes and Lifestyles- This Categorization is generally completed by the
management by means of the cultural values and the background that are shared by
the organisation according to the lifestyle and cultural values of a person.
5. Personality- The psychographic Categorization is mainly dependent on both the
lifestyle as well as the social class of the person. As stated by Fan, Lau and Zhao
(2015) the rich personality of the person will depend on whether he has a high
purchasing power and in this case whether the person can enrol himself in the most
expensive course of the Yoga Studio or not. The Yoga Studio will target the people
who have a liking for great physical and mental health as Yoga is generally meant for
those particular customers who like to maintain a great shape.
 Demographic- Though demographic Categorization has been mentioned in the last
part of the following division, still the following Categorization is termed to be the
most important Categorization in the course of the following division. The main
elements that are considered in the demographic Categorization are as follows:
 Age- The marketing team of the organisation has divided the enrolled students in the
Yoga class into a number of selective age groups. They are;
1. People between ages 16 years to 25 years: According to Stead and
Hastings (2018), this mostly constitute the student from schools, colleges
and universities in Nelson Stoke and its outskirts. A number of foreign
students especially Indians and some Asians that form a majority part of
the following Yoga Class.
2. People between ages 26 years to 35 years- This includes the presence of a
healthy amount of people mostly new office goers. The classes for these
people are held generally in the evenings.
3. People between 36 years to 45 years- Office Goers and housewives and
also some businessman of Nelson Stoke.
4. People between 46 years top 55 years- Mostly office goers and people
suffering from diabetes and other chronic diseases.
5. People between 55 years and above- This constitute the retired persons and
the majority of the old people in Christchurch fall under the following
category. These persons constitute more than one third of the total number
of enrolled people in the Yoga studio. Gender- The gender Categorization is constituted based on some special postures that
are in place for specific men and women.
 Social Class- As mentioned earlier the social model plays an important role in the
groupings of the business. As observed by Goworek, McGoldrick and McGoldrick
(2015) the presence of a high standard social class in Nelson Stoke sums up the work
for the organisation as because a number of people who enrol them in the organisation
are categorised accordingly.

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ADVANCED APPLIED MARKETING
 Life Style- The life style of the people also forms an important demographic element
as people may be categorised by the way they live, their income, their power of
spending and purchasing and many more as such.
Apart from the above-mentioned Categorization, the management of the company also
identifies other types of important kind of Categorization present in the following business.
This includes the likes of
 Making Friends- There is a number of different market Categorization factors that
have led to the market Categorization of the new company. However, Hanssens et al.
(2015) is of the opinion that the management of the company has also identified a
number of different other consumers that are less interested in any kind of fitness
benefits. The Yoga Studio may receive this so that it is more interested in making new
friends and mix with the people with similar kind of goals and lifestyles. As stated by
Massingham and Pomering (2017) these kinds of consumers are moderately fit and
generally enjoy the classes and treat such kind of classes as the centres of socializing.
Therefore, the company can arrange some special benefits that can be useful for the
people to attract and retain the consumer segment by having a defined target market
that are fun and energetic and provides space for these kinds of targeted people to mix
and socialize with other new people (Khan, 2014).
 Sports Focus- Yoga is slowly becoming one of the topmost necessities in any type of
sport. As it provides relaxation and increases concentration of the player, therefore a
number of different sportspersons have been constantly under the guidance of Yoga
Classes to increase concentration and stay away from any kind of physical and mental
illness. According to Keller (2016), the company has recently signed a new deal with
Nelson Suburbs F.C, a semi professional football club of Nelson Stokes, which makes
the new Yoga Studio the official Yoga practice centre of the players and thus will
help them to be in shape. Therefore, Sports focus is obviously one of the most new
kinds of Categorization of the following market.
 Taking Shape-The following segment of consumers are much interested in the
improvement of their physical appearance and increase their resistance to different
kind of diseases that are totally curable through the constant practice of Yoga.
Therefore, the organisation has also set out this particular kind of Categorization
accordingly.
 Peak Performers- According to Garnica and Viveros (2017), the “peak performers”
market segment in this particular case is the case of the highly disciplined and health
conscious individuals who join the Yoga Studio to keep them fit and fine in health
and mental strength. As Yoga removes all the different kinds of the mental tiredness
and increases the mental strength, therefore these kinds of people constitutes a large
quantity in the new studio.
 Health Requirements- Consumers in the following market segment attend the fitness
centre as because they are trying to improve the health by removing the tensions and
increase mental strength by performing Yoga. These people generally do Yoga on the
advice of their doctors (Fatma, Rahman & Khan, 2015). There are quite a different
number of people in the following segment join the organisation just because of the
recommendation of their doctors.
Positioning
In marketing and business strategy, market position refers to the perception of the
consumer on a brand or a product in relation to the competing brands and the products of the

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ADVANCED APPLIED MARKETING
company. As observed by Charter (2017) the positioning of the market clearly refers to the
process of the establishment of the image or the identity of a particular brand or product so
that; the consumers perceive it in a particular way. The positioning of the company by the
management of the organisation thus provides a luxurious tag to the organisation. The main
aim of the management of Nelson Stokes is to ensure the superior positioning of the company
in Nelson Stoke.
According to Saran (2016), the positioning will involve:
Continuing with the market
Nelson Stokes can continue with the growth of the market by ensuring that a
continuation of the marketing strategy can be made so that it can position itself in the
business. It has been seen that for the yoga service centre to continue its growth in New
Zealand, the business needs to understand its importance and continue its development. At
the same time, it is also necessary to formulate strategies that can help in its growth and
knowledge of the company.
Knowledge of the customers
The marketing department of the organisation have to ensure to carry out a proper
marketing research in order to stay updated latest demands and needs of the customers. This
can help them to understand the type of customers that exist in the market (Riasi, 2015). The
management must also have a clear and transparent idea of the people they want to include in
the test rum with the yoga service centre.
Knowledge about company
Grant (2016) had seen that knowing the competence that a company possess is
important as it can help in identifying the business and its employees. In the case of the yoga
service centre in Nelson Stokes the company, need to understand its limits so that it can
identify the strengths possessed by the competitors.
Knowledge of the competitors
Knowledge about the competitors is important as it can help in identifying the
strategies required for a business to succeed (Ashley & Tuten, 2015). The yoga centre needs
to analyse the impact of the competitor such as any gym centres so that the yoga service
centre can be improved according to the demands of the customers.
The company aims to provide the best possible solutions in yoga so that it can be
challenging for its competitors in Nelson Stoke. On the other hand, as stated by Belch et al.
(2014) differentiation business strategy is also used by the organisation. It attempts to
position itself as a company that provides unique products that is currently unavailable in
other stores and other organisations. Armstrong et al. (2014) stated that expert learners who
are hired from India and other Asian countries provide the special and innovative postures.
The consumers generally expect more from a differentiated product and are therefore willing
to pay more for a superior quality product. Lin (2015) stated that the presence of the superior
quality product in the ranks of the organisation is helpful for the enhancement of business
opportunities for the organisation.

27
ADVANCED APPLIED MARKETING
Brand
The brand indicates the level of recognition that an organisation or product may gain
in a market. According to Charter and Polonsky (2017), branding refers to the efforts put in
by a manufacturing company in the hopes of gaining a recognition and popularity in the
market. In the case of the yoga service centre that is developed in Nelson Stoke, the company
need to establish its brand in the market. As seen from the analysis, one of the advantages
that the company may gain is the fact that it is the first such institute that is set up in the city.
At the same time, gaining customers from two cities can help the yoga centre to develop itself
in the market.
Therefore, it can be said that the yoga centre have the potential of becoming one of
the best yoga centres in the country and hope to expand its business in the international
market. Hence, branding can help the yoga service centre to gain the required popularity and
attain its objectives. As observed by Babin and Zikmund (2015) the branding can help in
gaining support from the stakeholders and along with the development of marketing
strategies.
Market strategy
As stated by Solomon (2018) the marketing strategy usually denotes the manner in
which a business activity can be continued in a competitive environment. Marketing strategy
can be made by analysing the marketing mix elements as well as the segmenting the market
into favourable customers. An analysis of the marketing strategies can help in understanding
the best strategy that the yoga service centre can adopt for the growth and development of the
business. As observed by Webster (2015) these market strategies depend upon the external
environment and the manner in which it can affect upon the growth of the organisations.
 Growth: According to Hair Jr and Lukas (2014), growth is an important element in a
business and the growth of the business needs to be an aim of an organisation.
Without proper growth, it can be difficult for an organisation to maintain its business.
In the case of the yoga service centre, the growth is important, as it needs to attract
customers from various parts of the country. Gürhan-Canli, Hayran and Sarial-Abi
(2016) is of the opinion that it is important for a company to grow as without it, it can
be of no use for a company to exist.
However, proper marketing strategy needs to be adopted so that the growth can be
maintained in a proper manner. The analysis of the yoga service centre provides evidence that
the promotional activities that are undertaken by the company can help it to grow. At the
same time, the supporting external environment in New Zealand can help in the growth of the
yoga service. Hence, it can be said that marketing strategies need to be developed based on
the analysis of the external environment. This can help the yoga service centre to grow and
develop in the market and attract more customers.
 Use of social media: As stated by Hanssens et al. (2014) the modern world has helped
in the development of social media as an effective promotional strategy. The
development of social media can help customers to understand the type of service or
products that are provided by an organisation. One of the most important criteria, for
the development of the social media is the finances of an organisation. It has been
seen that in the case of the yoga service centre, the social media can help in
connecting to people. Research has shown that two cities are already connected with

28
ADVANCED APPLIED MARKETING
the location and it is important that customers from other cities be attracted for the
services.
According to Stead and Hastings (2018), it is necessary for the social media to provide an
opportunity for being involved in online interface. The yoga service centre can use the social
media to promote its business initially and gradually promote enhanced services that it
provides. Apart from the customers, the use of social media can help the organisation to
attract talented yoga instructors from India. This can help in fulfilling the aim of the company
to provide Hindu yoga technique.
 Rely on word of mouth: According to Baker (2016), the word of mouth promotion is
one of the backdated tactics that is used for promotion. However, the effectiveness of
the promotion strategy can be judged while implementing the strategy. In the case of
the yoga service centre the reliance on word of mouth promotion can be used as an
alternative source of gaining customers. Christodoulides, Cadogan and Veloutsou
(2015) are of the opinion that the reliance on word of mouth can help in gaining an
opportunity to promote services or products based on firsthand experience.
This can be related to the physical evidence that is present as one of the marketing mix
elements. The fact that people judge the yoga service centre can use the products based on the
experiences effectively. Therefore, the yoga service centre can gain popularity in the country
based on the experiences of the physical evidence derived by the people. Therefore, it can be
argued that word of mouth is one of the effective strategies that is used for the development
and promotion of service centres.
 Formulate alternate tactics: As stated earlier, word of mouth can be considered as an
alternate tactic for the promotion. Similarly, it is important that the yoga service
centre need to formulate strategies that can provide an alternative source of marketing
and identifying the threatening elements in the environment. Armstrong et al. (2015)
is of the opinion that alternate tactics need to be made based on the budget of an
organisation. In this case, it can be said that the yoga service centre need to analyse its
marketing options as well as the budget that is available so that it can continue with
the growth of its business and develop an alternate strategy.
One such strategy can be that the yoga service centre needs to analyse the environment of
the yoga service centres across the world. As stated by Baker (2014) the yoga services are a
threat mainly from the Indian region. This is because India is one of the countries that had
originated the idea of yoga and it can spread its preaching all over the world. With the type of
success in New Zealand, it can be that threats from the Indian market may be faced. Hence,
analysis of that particular environment can be made to mitigate the situation. Therefore,
application of the Porter’s five-force analysis can be made to identify the growth of the
industry.
SWOT analysis
Strength
 Position of its location
 First in the city
 Traditional yoga classes
Weakness
 Customer satisfaction
 Steady flow of income
 Lack of marketing plan
Opportunity
 No competition
Threat
 Economic fluctuation

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ADVANCED APPLIED MARKETING
 Possess the customers from two cities
 Favourable external environment
 Sudden development of modern yoga
services
 Decline of overseas services rendered
for yoga
Table 2: SWOT analysis
(Source: Created by author)
From the analysis it can be seen that the strength of the yoga centre lies in the fact that
it is positioned in a convenient location. As seen from the previous analysis, the yoga centre
gets the support of two cities that is Richmond and Nelson. Therefore, the promotion of the
organisation can complement the convenience with which customers can visit the centre. At
the same time it has also been seen that the yoga centre is the first of its kind in the city.
Therefore, early loyalty can be gained and it can help in increasing the loyalty of the
customers.
This can be an advantage for the yoga centre as the people can families itself with the
yoga sessions and can understand the service it provides that can help them to remain fit.
Another advantage that can be gained is the fact that the yoga centre aims to provide
traditional classes. This can be done by recruiting talented individuals from foreign market. It
has been seen earlier that the aim is to use Hindu traditional yoga approach so that it can
effective practise can be maintained. Thereby, the customers can get training from
experienced people that can help in the development of the service centre.
At the same time, the weakness can be analysed that need to be worked on by the
yoga centre. One of the weaknesses is that the yoga centre needs to maintain the satisfaction
of the customers. This can be challenging as the establishment is new and require enough
resources and materials to provide the customers with the ultimate experience. Another
weakness that can be is maintaining a steady flow of income. Without steady flow of income
it can be difficult for the yoga service centre to continue its progress and achieve its
objectives.
Hence, the financial stability of the yoga service centre needs to be maintained so that
it can maintain a proper business and exceed in the market of New Zealand and beyond. The
lack of marketing plan can be another factor that may have a significant impact on the
development of the organisation. It has been seen from the analysis that the marketing plan
developed for the progress of the yoga service centre can help in its growth. Therefore, these
threats need to be analysed properly along with the threats so that the yoga service can be
commenced in a proper manner.
The SWOT analysis also displays the threats of the yoga service centre. For example,
economic fluctuation can be one of the major difficulties that can be faced by the
organisation. The analysis of the external environment shows that it the economic condition
may fluctuate based on the trade of the business. Hence, it can be said that the economic
condition of the market need to be analysed before commencing with the business. At the
same time another important threat is the sudden development of yoga service across the
country.
The success of the yoga centre in Nelson Stoke may inspire the development of other
yoga services across the country. Hence, it can be said that this is considered as an important
threat for the continuity of the services. Loyalty of the employees can be threatened due to
this. Apart from this decline may arise on the yoga services in the overseas market. This can

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ADVANCED APPLIED MARKETING
be a threat as the yoga service can spread and experience gained from the Hindu traditions
can be spread across the world which in turn can lower the productivity of the yoga service
centre. Despite these threats the opportunities of the service centre can be analysed.
The analysis has shown that one of the biggest opportunities that can be gained is the
fact that the yoga centre has no competition. The yoga service centre is the sole organisation
in the city and therefore, free from any type of competition from other services. This can help
in the creation of more competitive advantage in the market. Another opportunity is that the
service centre possesses the customers from two cities. As seen earlier, Nelson and Richmond
are the cities that can be a target for the yoga centre.
The expansion can develop slowly based on the responses received from these cities.
Hence, it can be said that an initial advantage can be gained from setting up the centre in the
borders of these cities. The analysis also show that the yoga centre receive support and a
favourable external environment. This is mainly because the Government of New Zealand is
stable and it provides excessive support for the development of the business. Hence, these
opportunities can help in the growth of the yoga centre. Hence, the SWOT analysis helps in
the analysis of the internal strength of the organisation.
Promotion marketing plan
As observed by Sargeant and Macquillin (2016) promotion of the marketing plan can
be done by analysing the effective contributions made by the application of the promotional
strategies. The analysis has shown that the manner in which promotion can be formulated
within an organisation is by the use of social media. Most managers consider this to be an on-
going trend as it helps in reaching a variety of customers. However, it is equally important to
promote the analysis of the marketing plan.
In the case of the yoga service centre of Nelson Stoke, the company need to analyse
its budget so that the marketing plan can be promoted. It has already been seen from the
analysis that the marketing elements provide a favourable working condition for the service
centre. As stated by Posner, Williams and Posner (2015) the marketing plan need to be based
on the elements of the marketing mix as the support need to be gained from the analysis. The
promotion of the marketing plan for the yoga service can help it to analyse its internal
competence along with any external threats that may exist in the environment.
Conclusion
Therefore, it can be concluded in order to succeed in a competitive business it is
necessary to develop a proper competence in the market. The manner in which this can be
done includes formulating a proper and effective marketing strategy. In the case of the yoga
service centre set up at Nelson Stoke, the opportunities based on which the organisation can
survive is by analysing the market that exists. This can help in gaining an idea about the
changes that need to be made in the business. Every element of the marketing element can be
associated with the external environment that affects the growth of a business.
It is the duty of the managers of the yoga service centre to contribute in finding the
relation and make strategies that can help in the growth of the company. The use of cost
leader strategy can help the yoga centre to continue its growth in the business and at the same
time attain the objectives that are formulated. The internal capabilities of the company can
also provide an understanding of the strategies that can be used for the development of its
business. Hence, it can be said that overall the analysis of the external environment as well as

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the marketing mix elements points to the fact that the yoga centre have the potential to
become successful in the New Zealand market.

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ADVANCED APPLIED MARKETING
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