Although Bounce Fitness is known in the local community, it is seeking an extended presence and identity to promote the organization’s unique approach and lifestyle vision to an older audience. This will include a new initiative called Bounce Fitness: Fitness in Maturity and focus on specifics such as weight, health, and flexibility. You have three (3) months to plan and advertise this new initiative.
Bounce Fitness’s target audience is over 50 years of age and considered ‘old school’. Starting from the initial contact and assessment, these individuals are looking for innovative, effective, and convenient solutions for their needs. They may have already heard of Bounce Fitness, but are looking for additional information. They may have weight or health issues or concerns (diabetes, restricted mobility, etc.) and have an interest in improving their fitness but have not addressed these needs until advised by their health provider of the necessity. Experience, connections, and quality are important factors in the decision-making process.
The group has a limited understanding of computers and does not tend to pursue difficult processes for gaining information online. They have a comfortable disposable income but spend carefully and must-see real value. They tend to read extensively and are large subscribers to newspapers and magazines.
Print advertising will provide information and should emphasize the ‘user-friendly’ and health-knowledge side of the business for the older, less experienced, and self-conscious individual. The health assessment and support must be clear as this will provide security and comfort.
The online information will provide profiles, special offers, featured health articles, and company information. It will be mostly a brochure-type site with database origination.
Task 2 requires you to analyze and research the business vision, mission, values, objectives, goals, competitors, financial targets, management arrangements, marketing approaches, and strategic, business, and operational plans to produce a targeted business plan designed to raise funding and support for the project.
To achieve this, you must complete the following questions using the Case Study and the additional information from Bounce Fitness
You will also be required to conduct independent research.
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Answer: Their mission statement revolves around serving the people and their organization deals with the fitness of the people hence they are in alignment with them. Their vision is to utilize creative methods and empower the employees to take the goal of fitness to the population to the next level fits perfectly. Their key values integrity, teamwork, and accountability fit perfectly as in this industry accountability is important, integrity and teamwork will focus on better guidance and honest health and fitness guidance and support to the customers. |
What are the organizational and legislative frameworks relevant to this project?
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Answer: organizational framework such as business excellence that focuses on ethics at the same time the organizational development focuses on accountability which is equally important for this industry. The relevant legislative framework that is relevant is the equal employment opportunity act, WHS regulation 2011, privacy regulation 2013. All that is related to protecting the privacy of consumers and proper honest guidance related to their health standards and development. |
Referring to the organizational Hierarchical Structure, discuss who would be appropriate to consult, how you would consult (include timelines), and your reasoning for consulting with your chosen individuals. These individuals will be your key stakeholders.
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Answer:
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Conduct your research and report on the market requirements for the Case Study in terms of competitors, customer needs, and pricing options.
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Answer: their most probable competitors are Axiom Fitness, Fitness 805, and Probody Personal training. The target customer for the case studies their target customers are 50-year-old age people who are not accustomed to the new modern methods of marketing and fitness methods so they need information, they aim at health and fitness. Solutions to heal diabetes, restricted mobility, etc. are the customer needs so the marketing has been done accordingly. They have a healthy disposable income hence they can spend and they will be willing as long as they see value hence the pricing can be high not premium pricing but on the moderate range of prices which is focused on certain fitness packages aimed at their health issues (Kercher et al., 2021). |
Develop performance objectives and measures and discuss how you would gain input from key stakeholders.
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Answer: the performance objectives can be more footfall in the gym for the older generation, at the same time increase in inquiry and plenty of question as the objective is to educate and show the value to the older generation of the target audience as they will only invest if they see enough value. To gain insights and important details from the stakeholders’ one-on-one sitting with the plan of general discussion on relevant topics can help in gaining information. The aim should be to discuss the normal topics and in between ask questions on the relevant matters this way in terms of marketing methods the stakeholders will be in a proper mood to share information. |
Outline how you would consult with key stakeholders to discuss your performance objectives and measures, as discussed in Q4, above.
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Answer: email to stakeholders This is to inform that the Q4 analysis shows that performance indicators the footfall for the older generation the new target group in the gyp has increased by 15% since the newspaper article and other print media advertising. The trainers attended to multiple potential customers and educated them and provided them solutions to their specific health issues therefore even though the footfall was not significant there is 100% enrollment and the majority of fresh customers in the Q4 happened to be the older generation. Stakeholders reply/recommendation There could be improvements made to develop the outcome and increase the number of customers. The form of posters and leaflets inside newspapers and small-scale social events or seminar-type programs where they can educate more of the aimed age group and then support them and convince them more. |
What financial, human, and physical resources will be required to implement your chosen option?
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Answer: in terms of finance a more significant amount of funds should be channeled into the marketing budget. However, the human resource can be increased at a lower rate as the trainers can train or be in charge of the events so a small increase and proper people management can be needed. Physical resources could be the raw materials to set up the events and brochures that are to be distributed. |
Are there any licenses or permits that will be required to implement your chosen option? If so, describe what these are and how you will obtain them?
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Answer: There will be no major permits that will be required and as of now nothing will be required. However, only for the public space event are small permits such as permission to use public spaces this permission can be obtained easily and along with that the local authorities specifically the police department in charge of the area can be informed as per rules (McKean et al., 2015). |
Bounce Fitness already has a business plan (see additional information), However, you are to produce a new business plan appropriate to Bounce Fitness:
Fitness in Maturity Brief intended to be used to raise funding or promote the venture.
Your business plan must include at a minimum:
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Answer: description of the business – target aged 50 and up to customers and aim at specific health issues that they are more prone to have. Environmental impact – there will be not much impact or relation to the environment with this specific business Governance – Heavy focus on ethics and honest guidance to the customers along with safety measures as this is related to health Product and services – their service is health and fitness solutions aimed at the customer’s specific health issues Quality – Currently the best quality of service and equipment will be focused upon. Financial, physical, and human resource requirements – Dedicated budget towards the marketing team The workforce – not much changes minor increase in trainers for the events Marketing activity – More nonprint ads, leaflets inside newspapers, and posters (Sridhar & Sriram, 2015) Sales – attending customers of the concerned age and giving them product and service knowledge to increase sales and show them the value Financial indicators: Profit and loss – New customers memberships New customers packages And quarterly revenue Renewal of old packages and members Productivity – the main productivity should focus on the acquisition of new 50+ age, group customers, and reach of the market. Communication plan – Print advertising will be the key to the strategy This will provide facts and health-knowledge side of the business which is aimed at the older individuals |
You must complete the following Tasks using the business plan you have designed in Part A.
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Answer: Communicating with all the stakeholders to start the process can easily be done with easy convenience is by using mass email with full planning and objectives for the upcoming quarter. And then with the majority priority shareholders or decision-making managers such as the CEO or the CFO can be made to attend a video meeting where then discussion and communication can be more effective. |
How will you ensure skilled labor is available to implement the plan and how will you manage training if required?
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Answer: the human resource that will be required is already trained as they are professional fitness trainers hence no extra manpower training or planning will be required. |
How will you test and evaluate the performance measurement systems and refine them, if necessary?
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Answer:
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How will you ensure timely reports on all key aspects of the business are available, user-friendly, and balanced in terms of financial and non-financial performance?
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Answer: The best way to share such reports can be every week using a Google spreadsheet that will be password protected with restricted access as well as no edit available. This will make sure there is only one compiled source of updated information that is being updated regularly and this will also make sure that data is not lost or manipulated as no one can ace it or change it. |
How will you report system failures, product failures, and variances to the business plan as they occur?
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Answer: the nature of the challenge will be important in this process. If the challenge or the failure in the plan is minor then the information can be passed in the form of a mail and following up with a recommendation or possible solution plan. There can be a device or guidance that can be expected from the stakeholders. They fail if is major and effective then an urgent meeting with necessary relevant department heads and others can be held where the briefing can be done then the solution must be planned immediately in-depth along with implementation ideas. |
Respond to the performance data of a business plan. To enable you to achieve this, discuss each of the following points for the business plan that you created and use the ‘Fitness in maturity advertising brief review’ document from Bounce Fitness
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Answer: The strength is that most of their potential customers if converted become permanent customers not based on contractual membership. Most of their sales are done in such a way that the customers usually are convinced to go for the annual membership. And as per the skill set, they can explain the fitness part well. The weakness will be in the process as the world is becoming more tech-based the payment which is highly on digital methods perhaps at times become a problem as the new target audience may not be that tech-savvy. |
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Answer: As of now the business has never seen any kind of underperformance that occurred due to the incompetency of the workforce so training is required the only downfall of the business was because the covid-19 pandemic had damaged the market and the advertising was not done efficiently. The solution to the marketing issues is a more dedicated budget to increase reach and frequency. |
How and with what frequency will you review system processes and work methods as part of continuous improvement?
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Answer: The system process is needed to be assessed and reviewed every month however the work methods must be reviewed every week. As the weekly production can be a symbol of degradation or improvement this way the work methods can be improved and be made more efficient and better. |
Reference
Ali, B. J., Anwar, G., Gardi, B., Jabbar Othman, B., Mahmood Aziz, H., Ali Ahmed, S., … & Sabir, B. Y. (2021). Business communication strategies: analysis of internal communication processes. Ali, BJ, Anwar, G., Gardi, B., Othman, BJ, Aziz, HM, Ahmed, SA, Hamza, PA, Ismael, NB, Sorguli, S., Sabir, BY (2021). Business Communication Strategies: Analysis of Internal Communication Processes. Journal of Humanities and Education Development, 3(3), 16-38.
Bara, A., Affandi, F., Farid, A. S., & Marzuki, D. I. (2021). The Effectiveness of Advertising Marketing in Print Media during the Covid 19 Pandemic in the Mandailing Natal Region. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol, 4(1), 879-886.
Kercher, V. M., Kercher, K., Bennion, T., Yates, B. A., Feito, Y., Alexander, C., … & Miguel, Á. (2021). Fitness trends from around the globe. ACSM’s Health & Fitness Journal, 25(1), 20-31.
McKean, M. R., Slater, G., Oprescu, F., & Burkett, B. J. (2015). Do the nutrition qualifications and professional practices of registered exercise professionals align?. International Journal of Sport Nutrition & Exercise Metabolism, 25(2).
McPhee, J. S., French, D. P., Jackson, D., Nazroo, J., Pendleton, N., & Degens, H. (2016). Physical activity in older age: perspectives for healthy ageing and frailty. Biogerontology, 17(3), 567-580.
Rincon Quintero, Y. A., Sukier, H., Contreras Capella, J., & Ramírez Molina, R. I. (2019). Responsible communication strategies for small and medium-sized enterprises.
Sridhar, S., & Sriram, S. (2015). Is online newspaper advertising cannibalizing print advertising?. Quantitative Marketing and Economics, 13(4), 283-318.
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