Marketing Plan For The Fitness Expert Gym

Organizational Description

In the modern era, development of effective marketing plan is essential for the long term growth and sustainability of businesses. It can be expressed that the marketing plan assists organizations to identify factors such as aim, objectives, target market and marketing mix which it is going to use. The present marketing plan is linked with opening a new gym business in by the name of The Fitness Expert. The new business will be offering various types of health and fitness related services to people in the country. Furthermore, the aim of present business will be to enhance the health and well being of target market. Apart from this, objective of The Fitness Expert will be to provide accurate and satisfactory services at convenient or affordable prices.     

The Fitness expert will render all its services on the wider basis where its main motive will be to render fitness services to its target market as per their real expectations in the market. Further, the businesses will undertake all the advanced machines and tools through which fitness services will be rendered to the target market (van Scheers & Makhitha, 2016). In the starting, 25 staff members will be hired who will be highly experienced in this field. The gym will be located in the main location of Australia where main focus will be on attracting a large number of youngsters who generally prefer to access fitness services in large amount.

The Fitness expert has mainly designed fitness services for the people who are highly interested in getting results without spending hours and hours at the gym (Veríssimo & McKinley, 2016). It is possible for the target market to access service of the business easily as it will render services 24*7 hours. All the trained experts in the gym will provide proper assistance to the people, and this will surely contribute to enhancing in their satisfaction level in best possible manner.

The main purpose of The Fitness expert will be to inspire people to live the better life. The main reason due to which services of the Fitness expert will be unique is that all the machines that will be used for fitness purpose will be quite advanced and they possess the capability to support people to become fit for a longer period of time (Sheth & Sisodia, 2015).

Mission: To deliver innovative fitness and lifestyle programs with the assistance of our friendly and professional staff that is surely committed to enhance the quality of your life.

PESTLE Analysis

Vision: To become wellness and health based centre and to be well known in the market for exceptional member experience.

Values

• We value our target market
• We value our professional expertise
• We value the range of services delivered to customers  

Strengths

• Qualified and experienced trainers
• Adoption of result oriented approach that allows in attracting cusotmers
• Effective wellness programs
• Advanced machines for fitnesss purpose
• Services are acccessible for all the type of people

Weaknesses

• Newly estbalished in the market
• High cost of attracting business clients
• Inability to develop business model as per the market circumstances

Opportunities

• Rising fitness market at faster pace
• Nearby no such gyms are present that are offering high quality services
• Opening franchises in near future

Threats

• Change in the taste and prefernece of the target market can hamper overall produtivity of the business
• Increasing competition in the market
• Economic downturn that can influece the purchaisng power of the people in the society

Political: In country like Australia the tax rates keeps on changing rapidly and it is increasing. So, the increase in tax rates will negatively influence the Fitness Expert as the business will pay more taxes (gyms, 2014). Apart from this government of Australia is stable and this will be beneficial for the business as laws and regulations for the fitness centre will not be changed rapidly and they will be stable.  Further, health and safety regulations are quite strict in Australia and in turn regard new business is required to be up to date regarding the regulations so as to reduce the chances of injury claim.

Economical: Inflation rate in Australia is declining as compared with the past and the overall economy of Australia is developed (Percy, 2014). So, in this case it will be beneficial for the Fitness Expert to render services as more customers can easily afford services of the gym due to high purchasing power.

Social: The customers’ trends and preferences keep on changing rapidly where people are becoming more health conscious. So, in this case it will be favorable for the new business but the main thing required is to be up to date regarding the trends in the market.

Technological: Advancement in equipments takes place rapidly. So, in this case the Fitness expert is required to use new equipments and other type of machines for satisfying its customers need (Pasquier & Villeneuve, 2017).

Legal: Laws and regulations linked with health and safety, payment of taxes etc will influence overall operations of the Fitness expert. So, it is necessary for the business to ensure that taxes are paid properly along with other duties.

Environmental: Practices of gym business have no such adverse impact on the surroundings. So, this factor will not influence activities of the Fitness expert. On the other hand, in order to support environment various activities will be undertaken by the Fitness expert such as planting trees, developing programs that are associated with the environmental protection (Luxton, Reid, & Mavondo, 2015).

In simpler terms, target market can be defined as the group of people selected from overall population to market the products and services offered. It can be expressed that selection of target market is essential for growth and development of companies. The rationale behind this is that the selection helps in developing more effective strategies and action plans to attract customers and achieve the desired volume of sales and profitability (Kleinaltenkamp, Plinke, & Geiger, 2016). In the context of The Fitness Experts, it can be asserted that the new business will be mainly targeting people who fall under the age group of 25-45 years. Here, The Fitness Experts will focus on attracting individuals who are concerned about their health and well being. In addition to this, people suffering from obesity and other related issues will be also targeted by the new business enterprise.

Target Market Analysis

Here, both males and females will be targeted. In more specific terms, individuals who fall under the middle and higher income level of the society will be targeted by the brand. Demographic variables are going to be the critical factor which the new business will be using at the time of defining its target market (Hill, O’Sullivan, O’Sullivan, & Whitehead, 2017).

• The first and foremost objective of The Fitness Experts will be to emerge as a leading gym in the country within the period of next five years. The new business will be looking forward to deliver the most satisfactory and result oriented services to all the members(Hastings & Domegan, 2013). To accomplish this objective, customer feedback system will be implemented, and the brand will be working seriously on the feedbacks and reviews provided by the customers.
• Another objective of The Fitness Experts will be to increase its volume of sales by 20% and profitability by 25% every year. Here, the company will be looking forward to carry out aggressive marketing and promotion of its products and services(Gummesson & Gummesson, 2017). The body transformations of gym members will be promoted on social media such as Facebook and Instagram to make people aware of the effectiveness of The Fitness Experts services.

• Product – The Fitness Experts will be offering high quality and fitness related services to the people in the target market. The business will ensure that different types of modern equipment are available for the customers. Instead of offering standard gym services, the new business will be focusing on providing customized and personal fitness services to all its customers. Here, different schedules will be developed, and The Fitness Expert will ensure that only ten members will be allowed in the batch. In addition to this, separate gym areas will be designed for male and female clients(Ewing & Ramaseshan, 2015). Products such as power yoga, aerobics, spa, cycling, and dance will be also offered by the new business. The member of the gym will be also provided with separate locker facilities. A small section of pro-shops will be created near the gym areas from where the members will be able to purchase products such as energy bars, supplements, energy drinks, beans, sprouts and different types of gym related accessories (Armstrong, Kotler, Harker, & Brennan, 2015). Furthermore, feedback from customers or members will be encouraged every month for the purpose of carrying out improvement in the products and services offered by The Fitness Experts. The benefit of this is that continuous improvement in products and services will allow the new business to generate a high degree of satisfaction among all its clients or members. It will provide the business with an opportunity to attract new customers and retain the old ones in the best possible manner.  
• Price –In the context of price, it can be stated that a moderate or convenient pricing strategy will be used. The rationale behind using the mentioned above pricing strategy is that it will help in attracting more and more customers during the initial stage. At present, the competition among businesses operating in the Australian Fitness industry is highly intense, and thus, The Fitness Experts will face issues in attracting customers if it adopts high or premium pricing strategy (Gummerus, Gummerus, von Koskull, von Koskull, Kowalkowski, & Kowalkowski, 2017). The people in target market will be more interested in buying products and services of well-established gym businesses instead of buying services of a gym which has been recently started. It can be stated that offering high quality of services at convenient prices will allow The Fitness Experts to penetrate the existing fitness industry of Australia more effectively (Ang, 2014). The new business will also use of pricing tactics such as discounted pricing and special offers during the initial stages. However, it can be critically argued that the brand will increase its membership fees by 5% every year.   
• Place –The Gym will be located in three different locations in Australia, and these locations are going to be Melbourne, Sydney and Perth. The rationale behind selecting these locations is the income level of people living in these locations is very high. Here, the individuals do not have issues in spending their money on health, well being and fitness (Chernev, 2014). Thus, The Fitness Experts will not face issues or challenges in attracting the desired number of customers during the initial stage. The businesses will be also looking forward to expand its gyms in other location of the country with the passage of time.
• Promotion –In the today’s corporate scenario, promotion of products and services has become crucial for companies in terms of sustaining in the highly competitive marketplace. The reason why the promotion of services and products is important is that it helps in creating awareness among people in the market. At the same time, it allows companies to achieve the desired volume of sales and profitability. The Fitness Experts will be using both traditional and modern techniques of promotion (Carins & Rundle-Thiele, 2014). Here, traditional sources such as an advertisement in newspapers, television, and magazines will be used to create more awareness among people in the market. In addition to this, modern promotional tools such as email, social media and internet will be also taken into consideration by the new business. The rationale behind using a mix of promotional tools is that it will help in creating awareness among mass audience in a very cost-effective way.

Media type	Usage
Social media	Publicity of the gym products and services will take place through social media where facebook, twitter and other sites will be used. The main reason behind undertaking this source is that majority of the people have access to social networking sites and they can easily gain knowledge about the products (Carins & Rundle-Thiele, 2014). It will be beneficial at the time of crisis or emergency where Fitness expert can easily attract new customers through promotional messages etc.
Print media (Newspaper)	Promotional messages will be shared through advertisement on newspaper where posters will be shared
Television	Through television customers will be communicated about the existing services of the gym
Banners and ads	Banners will be placed in different areas like shopping malls and other crowded areas so that customers will know about Fitness Expert services.

Note: The entire media management plan will be managed by the sales professionals of the Fitness Expert

• People –During the initial stage, The Fitness Experts will be carrying out its business operations with a team of twenty-five fitness experts. Here, the brand will be hiring trained and experienced experts to deliver accurate and satisfactory services to clients. In addition to this, both males and females will be employed to provide desired products and services to gym members (Blakeman, 2014). The Fitness Experts will also emphasize on training sessions to staff members so that their skills set can be enhanced and they can gain knowledge about the use of modern machines and fitness equipment (Atwal & Williams, 2017). The training sessions will also allow staff members to understand customer’s fitness needs and deliver high quality of services according to the same.    

For sponsorship purpose the Fitness Expert will attract and target many sponsors. Mainly businesses and large clients will be targeted for sponsorship purpose and this will surely satisfy the financial requirement of the business.

Why sponsor The Fitness Expert The main motive of the Fitness Expert is to bring the entire community together and undertaking several activities through which fitness of people can be enhanced easily. The gym provides unique form of environment for adults and youngsters of any age where they can easily try different type of physical activities. Along with this people can easily learn about different things such as the nutrition level in the body and other form of diet related knowledge. Depending on the overall sponsorship package selected, you will have direct access to brand and product exposure within the venue, on the social media along with the other marketing materials. All the main sponsors will be perceived as supporters of different form of activities such as health, wellness and fitness.

Title $22000 (National)	Large signage all around the venue Exposure to social media Product promotion with the help of our website and social media channels Branding on the fitness accessories and clothes
Presenting $16000 (Regional)	Able to promote the entire product range throughout the Fitness Expert venue Exposure to social media Will be mentioned as the sponsor of the Fitness Expert on television, newspaper and other form of advertisement channels selected.

Note: The investors and other form of businesses will be attracted for sponsorship by highlighting the unique features of the gym such as high quality equipments, machines, fitness training etc.

Each outcome will be evaluated on the basis of results that will be obtained by the Fitness Expert and in turn it will assist in knowing whether the overall performance of the business is not up to the mark or not.

• Advertisement newspaper, television magazine that will be undertaken for marketing purpose. Outcome related to these areas will be judged on the basis of level of awareness where through market research people will be asked like whether they know about services of the Expert Fitness or not(Belch, Belch, & Powell, 2014). The outcome will be judged by the sales professionals of the business.
• Email, social media and internet will also be adotped for promotion purpose. So, on social media channels feedback will be taken from the main target market of the business so as to know whether they are aware about the service of the Expert Fitness or not. This outcome will also be judged by the sales professionals of the company.  

The overall cost will be $135 dollar in which the Fitness expert will carry out all the marketing activities. In this activities advertisement will take place on different sources such as television, newspaper etc. The fitness Expert business will indulge into monitoring practice on continuous basis where it will be ensured whether the financial resources are utilized efficiently or not.

References

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