Managing communication process is very much crucial and empirical task for the business entity as it has been discussed in the earlier presented report (Grunig, 2013). Pure Gym has been focusing on the expansion of business activities and hence analysis of various components and adaptions of various models and theories is required to be done. The below presented is the analysis of the report which has been demanded by the directors of the entity.
Market orientation
Sales orientation can be associated as the synonym to the concept of marketing orientation which is a broader term and comprises the activities which are made mainly focused on the selling of the products and services of the business entity (Goetsch and Davis, 2014). Under this model the marketer or the manufacturer is mostly and constantly has been making use of the methods and tools for enhancing and getting hike in the sales and growth in business by satisfying the needs and wants of the potential consumers. From the executed analysis it has been inferred that the business entity can attain profits only by an increased sales bar. It has also been observed that the employer makes adaption of intense sales techniques so as to bring an increase in the sales.
The concept of marketing orientation has been referred as an efficient management mechanism which utilizes the customers’ data and market trends for the execution of the business operations and functionalities (Canary and McPhee, 2010). The marketing decisions are based on the basis of the information and data collection which comprises of the changing marketing trends and fluctuations and also perceptions and buying patterns of the customers. Moreover, the mechanism will be presenting the growth scale of the business entity along with the achievements derived by satisfying the consumers.
Advantages of marketing orientation
The below presented is the utilization of the marketing orientation concept for Pure Gym, which the business entity has been using for the execution of business operations:
Long term profitability
The approach has been made focused on the development of relations and strong bonds with the customers and the clients and which enables the business entity to earn the profit in long run (Zhu, 2011). These relations will also be aiding the firm in an enhancement in the sales bars.
On the other hand, the product concept has been made focusing on the modification of the product for bringing improvements which in-turn will be enabling the business entity to earn higher revenues by providing the best level of satisfaction to its customers.
Efficient planning
From the execution of survey, the company has adequate data regarding the relevant aspects, such as the changing market trends, fluctuations in the economy, buying behaviors of consumers etc. This will be proven beneficial for the business entity in planning and implementation of the strategies and tactics (Xiao, 2012).
While under the societal marketing the business entity emphasizes majorly on the social aspects, such as about the society, their beliefs, environment etc. Adoption and implementation of this theory will be enabling the business entity in a development of strong image and goodwill in the society and also in the market place.
Satisfaction of customer
In the process of marketing orientation, the business corporation focuses on the sales and production and along with that the needs and wants of the consumers are considered as very much empirical. Moreover, the company is very much concerned with taking care of the interest of the customers (Managementstudyguide 2017)and also provides them benefits from their product.
On the other hand in the production concept, the main focus is on bringing an enhancement in the volume of production but the quality aspect is ignored. The main motive is to provide the customers with the products at the lowest range.
Environmental Analysis
The concept is concerned with the determination of the macro and micro that are the internal and the external environmental aspects of the business environment (Tutorialspoint 2017). This tool can be adapted by the business entity while planning and implementing strategies and also this analysis will be aiding the enterprise by enabling them to get aware of the information about the factors which are liable in influencing the business environment and market for their product.
The below analysis has been executed as Pure Gym has been expecting for expansions in the terms of scope of business and this will be done by the emergence of innovation in the operations and also by driving and influencing their consumers to purchase the offers initiated by the organization (Tutorialspoint 2017). And thus for the development of the plans, a deep analysis is required and that of the marketing environment in which currently the entity is pursuing the operations. This analysis will be enabling the business entity about the political, technological, rivalry etc. factors.
Macro environment
The below described is the macro analysis which comprises of the PESTLE model which is one of the efficient tools for executing the external environment of the business entity:
Political
Political factor comprises of the fluctuations and the changes which are brought in by the political environment in the business environment (Dixon et al, 2013). Authority and approval are required to execute the business operations, moreover, the business entity will also have to follow the norms and the various policies such as tax policies etc. Proper conduct of these all norms and regulations will be enabling the business entity to run the business in a smooth manner.
Technological
The term technology has been considered as the most significant element essential to the success and growth of the business (Bennett and Chorley, 2015). In a case of Pure Gym the organization requires having the most updated and mechanized tools and equipment’s so as to attain competitive advantage in the world of intense competition, moreover, the service users also demand the latest and automated training and exercising machines (Estela Cárcamo, 2015). Keeping the business entity updated will be proven beneficial for the business entity as they will be providing more satisfaction to the consumers.
Micro environment
The below presented is the description of the micro environment of the business entity with the help of porters five forces and the further explanation comprises of the two forces from the model:
Customers
Due to intensification in the competitive environment, it has become very much difficult for the business entity to attract, attain and retain the customers (Ross and Segal, 2015). There are a number of gyms which are offering the varied range of offers and packages which influence the buyers. So Pure Gym will have to develop some strategies and plans for influencing the consumers and if not done then the consumers can also think to switch on to the other service providers, they may also ask for the refund or can also negotiate and modify the plans according to their demands. And hence the customers are the king of the market and possess a high bargaining power.
Competitors
There has been a rapid increase in the rivalry in the business environment as the number of service providers in the health and fitness sector has been increased to a great extent (Peter and Donnelly, 2011). Moreover, each and every service provider has been attempting to provide interesting and better plans and packages and that too at affordable range which attracts most of the consumers. Pure Gym also requires managing some strategies and plans in terms of price and packages so as to tackle the rivalry and attain competitive advantage.
Strengths of Pure Gym
Technology: This concept can be considered as one of the strengths of the business entity as it has been making use of the most advanced technologies, most updated tools and equipments. Keeping the gym updated with the entire equipment’s and training machines make an increase in the satisfaction level of the service users which proves beneficial. This enhances the market share and also a rise in the customer loyalty towards the brand (Rosenbloom, 2012).
Human and physical resources: Pure Gym has an attractively designed infrastructure and fitness centers which are very much capable of influencing and attracting the consumers. Moreover, the business entity has a team of well skilled and trained professional trainers and other staff which are properly trained in their respected areas of working. So the human resource can also be considered as one of the factors from an internal environment which can be proven as a strength to the firm.
Marketing strategies
The term marketing segmentation can be referred to the process developing or creating segmentation or differentiation in terms of various variables for marketing the product and services (Lee and Kotler, 2011). The process comprises of various elements on the basis of which segmentation can be done such as age, buying patterns, income level etc.
A marketing segmentation has been done by Pure Gym and which comprises of the age group of 13-19 and 20-35 age groups. This will be enabling the business entity the relevant data about the customers which are under the segmented groups. This will aid the business corporation in developing the plans and strategies for bringing growth and success for the business. Segmentation process will also enable the business entity to focus the efforts on the segmented and targeted groups and which will ensure effective and better outcomes in the form of increased
Marketing Mix
Product: The services provided, the packages and the schemes offered can be considered as the products for the Pure Gym Moreover the business entity also offers additional services such as diet plans, weight gainers, and protein shakes and motivational training sessions etc. These services have been designed after conducting a detailed research on the demands and requirements of the segmented groups.
Price: The Gym offers various packages and training sessions and also some additional services and that too in an affordable range. The business entity has been attempting for expansion in new regions and hence adoption of cost efficient theories has been done by the business entity.
Place: The business corporation executes the operations many of the major cities of UK and has been planning for expansion in some of the newer regions (Kotler, 2012). The entity has outlets in major cities which provide 27/7 services to the consumers.
Promotion: Modern and contemporary means of promotion can have been made in use by the business corporation for carrying out the promotional activities. Such as ads on social media, print media- magazines, newspaper etc, ads on hoarding can be done.
People: A team of well trained and professional trainers is available at each and every outlet of the Pure Gym which provides required services to the customers thus ensuring the best level of satisfaction. Moreover, the business entity also has potential and capable staff for the managing the organizational culture and structure.
Process: The services offered are up-to the price paid by the service users and this is how the business entity executes the processes in the organization. All the operations are executed in an ethical manner and fair practices are followed by the management and other staff in working.
Physical evidence: The tools, equipment’s and the machinery used in providing training, the outlets and the premises of the organization as a whole can be considered as the physical evidence of the business entity.
Revised marketing Mix
Product: As presented earlier the business entity is into providing the services to some of the selected age groups but for future, the oration should add some special services such as providing training to kids of below 18 years. These training sessions can include gymnastics, swimming, and martial arts etc. Also, pure gym shall motivate the same age group by inviting them to sessions of inspirational speeches etc.
Price: As there will be an addition of some new services, the organization will have to revise the pricing strategies so as to suit the new services offered. Pure Gym can modify the prices by offering the kids plan at low price if taken with the adult package.
Place: The locations should not be changed as the present location is very much comfortable for the consumers and a change in that may result in switching to another brand. Moreover, the organization should establish outlets in new regions.
Promotion: Online and offline promotions can be done by the business entity. The official website can be put to use for making online promotions and for offline promotions the business corporation can personally arrange for events at schools and colleges by providing the students free demos training sessions.
People: The business entity already have good and professional trainers but as the addition has been done in services which will require the company to have trainers for the kids with some additional capabilities so as to handle and provide proper training to the kid’s group. More professional and skilled staff will be required for the new outlets.
Physical evidence: The infrastructure, outlets will be the same except the new fitness centers where special batches will be carried for kids. In these centers, the business entity will have to take special care of the equipment’s which are heavy in weight and can be proven harmful for the kids.
Process: The main process of the business entity is to provide the best form of services along with the purpose of providing benefits to the customers in the form of fitness and healthy body. Up-gradations can be in the management theories and organizational structures for improvements in the performance level.
Conclusion
In the limelight of the above-executed analysis, it has been inferred that Pure Gym has been focusing on the expansion and has been targeting a large number of consumers by adopting relevant theories and approaches. Also, modifications have been made in the plans and strategies for the new outlets.
References
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Canary, H.E. and McPhee, R.D. eds., 2010. Communication and organizational knowledge: Contemporary issues for theory and practice. Routledge.
Dixon, J., Scura, L., Carpenter, R. and Sherman, P., 2013. Economic analysis of environmental impacts. Routledge.
Estela Cárcamo, L., 2015. Marketing Plan” Distribution company of aesthetic and health appliance Kercas International”.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
Grunig, J.E. ed., 2013. Excellence in public relations and communication management. Routledge.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Managementstudyguide, 2017, Managerial communication- Meaning and important concepts, Assessed on 13th July 2017, https://www.managementstudyguide.com/managerial-communication.htm.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text, analysis, cases, plans. Plano: Business pub., INC.
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Ross, B. and Segal, C., 2015. The Strategy Workout: The 10 tried-and-tested steps that will build your strategic thinking skills. Pearson UK.
Tutorialspoint, 2017, Communication channels, Assessed on 13th July 2017, https://www.tutorialspoint.com/management_concepts/communication_channels.htm.
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Xiao, Y., 2012. Communication and networking in smart grids. CRC Press.
Zhu, H., 2011. The language and intercultural communication reader. Routledge.
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