Discuss about the Organizational Marketing Sam & Bounce Fitness.
Bounce fitness centre is actively carrying out four fitness centers that are situated in Cairns, Brisbane, Sydney and Melbourne. The main aim of the fitness center is to promote fitness services in all over Australia. The board is planning to open two more centers in Perth and Gold Coast. It was established in 2001 by Margaret House as a single aerobic studio. It has grown over fitness centers in Cairns, Brisbane, Sydney and Perth (About, 2016). There motive is to create awareness among the people in Australia about the health and fitness issues (Fitness Australia,2016). In a very short period of time Bounce Fitness has achieved a great name in all over Australia. Moreover James has expanded the business operation in two other cities. Each center has a head that looks after the daily operation at the center and send a report to the head office on weekly basis. The organization has a team of trained professionals who provides fitness training at the center. Every trainer has to send a performance report to the center head stating performance review of each individual (About Sam & Bounce Fitness Sydney,2016).
The main mission of Bounce Fitness Centre is to provide quality and comprehensive training in a unique and distinctive way in order to promote overall health and fitness. Their mission includes expansion of the employee team while providing a quality of life among different participants. The entire program carried at the center will help in improving financial viability of the stakeholders (Shank & Lyberger, 2014).
There motive is to be committed towards expanding the role as one of the premier wellness center service provider in all over Australia. Their vision is to evolve all the employees to create a better work culture by utilizing the available resources. This will help in development of the comprehensive programs and a service appealing.
There values includes holding each other and to make employees accountable by developing trust in each individual through promoting ethical consistency at workplace.
Bounce fitness center is committed towards developing an integrated team through training and development of the fellow members. The organization has imbibed a high level of cultural efficiency through constantly promoting effective culture at workplace. Their motive is to develop every individual working for the organization in order to achieve desirable objectives.
Each and every individual working at the Bounce Fitness Center is individually responsible for his/her behavior. However the organization is wholly responsible for the act performed by any employee to the third party.
There motive is to provide a high level of quality services as a leading fitness center in Australia. This is carried out through developing high level of standards to the members through services and quality programs.
SWOT analysis
The given SWOT analysis provides the key strength and weaknesses of the Bounce Fitness Center and describes in brief all the opportunities and threats faced by the organization.
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Strength · They follow a result-oriented approach by maintaining healthy relationship with members. · Bounce Fitness Center follows a long term detailed health and wellness program. · Provides an intensive training to the employees. |
Weaknesses · There is a very high cost associated with the customized and personal services. · Organization inability to work on a high volume business model. · Huge cost involved in attracting a large corporate client from surrounding area. · Involvement of a high amount of promotional cost with the organization. |
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Opportunities · There is a high level of opportunities as the market is growing at a fast rate. · The increase in the clientele due to growing awareness of fitness programs in all over Australia. · Growing opportunity to leverage future quantitative funds un support of the long term contention. |
Threats · There is a lack of economy due to economic downturn. · Growing competition in Australia is posing a treat over the profits. · There is a slight change where the society has started taking care of his/her health. · Rising number of health and fitness center in Australia might cause threat to their existence. |
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Political · Effective legislative policies across Australia that promote individual business interest · Health and safety regulations need to be accomplished while focusing on consumer welfare. · Political power is effective that help in raising business opportunities in Australia. |
Economic · There are ample of opportunities in the fitness industry. · Current economy promotes level of business by providing a normal interest rate. · Tax rates are high. |
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Social · Society is becoming more inclined towards health service. More people are joining fitness centers in order to remain fit. · The level of standard in Australia is high. |
Technology · The company is constantly making improvement in techniques used across the organizations in Australia. · The research and development team is conducting research and finding out cheap and easy means to develop fitness and training programs. · The internal processes are developing at a faster rate in order to provide improvement in processes. |
Cost benefit analysis
1. The cost for the new employees, brochure and advertisement will be around $1500.
2. The total amount of training cost to employees is one of the major investments for the company. It costs around $ 4000.
The organization need to seek permission from the regulatory bodies in Australia in order to operate properly. Moreover there is a necessity to follow health and safety measures issued by the government while running centers across Australia (Rowley,2016).
Ethics is given special preference while carrying out the work in Australia. Ethics form one of the important part of the work culture at Bounce Fitness Center.
Firstly bounce fitness center is planning to increase the number of professional trainers for which they have already placed brochure. Employee’s retention and recruitment is one of the important mission. Secondly investors are given more attention as per the new strategic plan, Thirdly, the organization is planning to seek more customer attention through their differential promotional methods. Lastly there are plan to involve medium sized fitness center which will help in gaining popularity in all over Australia
Critical issues faced by the organization
The company is facing several critical issues that need to be addressed effectively by signing up with small sized companies. This will benefit the long term objective of the organization. They need to focus on tying up with the medium sized organizations instead of the small sized in order to leverage funds (Hollensen, 2015).
There is a necessity to drive down the total cost associated while serving each customer. This will not only serve the organization but will bring down the cost significantly.
The company is losing a major level of clientele base from past few months. This is significantly affecting the overall profits earned by the organization on the short and long term basis. They need to focus on developing new plan in order to attain a high level of sustainability (Kotler,Keller, Manceau & Hémonnet-Goujot,2015).
Firstly there is a necessity to boost advertisement programs in order to seek attention from a large section of society. New staff hiring is essential to increase the total strength of the workers working in the organization. Secondly it is important to provide induction program to the employees and to retrieve feedbacks from them (Foxall, 2014).
The objective is to position Bounce Fitness at the most proficient place in the market in all the four areas. There is a necessity to implement a stringent marketing strategy in order to generate awareness and customer loyalty (Meffert, 2013).
The Bounce Fitness wants to announce a dramatic effect on the bottom line of the business. Their aim is to communicate the message through various mean among the customers across Australia. The communication is meant to be distributed through various means that includes disbursement of printed and electronic journal. The printed material will provide with an insight to the customers. This will develop a better understanding among the customers regarding the organization (Funk, Alexandris & McDonald, 2016).
Bounce Fitness is responsible to provide a presentation to the HR department which will help them to address the critical issues occurring in the organization. This will help in developing a robust program for the people working with them (Mullin, Hardy & Sutton,2014).
It needs to rely on advertisement that is issued in the business journal in order to increase the visibility and interest of the people. Website can be used as an effective tool to create awareness among public regarding the programs carried by them. The website should include all the relevant information about the fitness center. Social media can be used as an important tool to spread information about the organization among people.
The objective of the organization is to attain a sustainable growth by promoting the interest of each individual working with them. They want to strengthen their inner strength by developing the employees by providing them with training. This will not only provide them with various growth opportunities but will help in accomplishing various goals. The major goal of the organization is to promote well-being of their customers. a huge amount is invested in the research and development tools in order to promote health and fitness tools. Competitive analysis is necessary for the organization by focusing on developing new techniques in order to achieve desired goals (Baker & Parkinson, 2016).
Strategic implementation of the objectives is essential to provide growth opportunities for the stakeholders. Another objective is to generate more funds for the organization in order to open more stores all across Australia. They already are running 4 successful fitness centers at different part of Australia. Moreover they are planning to open 2 more stores at different location in Australia. This will help in seeking more attention in order to achieve sustainable results (House, 2013).
Marketing mix techniques is used to understand the ongoing predetermined questions. This will provide flexibility to the organization in order to grow smoothly. These techniques will help in achieving desired growth rate. The marketers need to focus on developing a strategic model in order to achieve desired results. This will help them to choose wisely the expansion strategies in order to develop. Strategic implementation of policies will help in attaining desired set of results by focusing on each of the 7P’S of marketing (Iacobucci, 2014; Turban, Strauss & Lai, 2015).
Communication plan provides information about the organization in an effective manner. It is essential for an organization to provide proper information through the brochures. Electronic media can be used as an effective tool to spread information about the organization. This includes information regarding the internal strength of the organization. Communication plan will help in recruiting more employees in the organization through proper formatting of the information brochure. Expansion of the organization is only possible if proper information is sent to people in general (Chernev,2014).
Conclusion
The report provides information regarding the strategic planning of Bounce and Fitness centers located in Australia. It analyzes the mission, value and vision statement of the organization. Moreover the marketing performance of the company with the short and long term objectives is stated in order to understand the futuristic goal. Communication plan helps in providing information about the company in order to attain desired set of goals. Systematic planning is equally important for an organization to attain sustainable objectives on a long run.
The cost and benefit analysis will help in analyzing the cost the organization will be facing in future. The changes are said to be beneficial for the organization in order to achieve significant objectives (Argan, Argan, Kose & Soner,2015).
References
About Sam & Bounce Fitness Sydney,(2016).(Online). Retrieved from: https://www.bouncefit.com.au/about-us.html Accessed on 31 January 2017
About,(2016).(Online). Retrieved from: https://bouncefitnessisawesome.weebly.com/about.html Accessed on: 31 January 2017
Argan, M., Argan, M. T., Kose, H., & Soner, A. (2015). The Relationship between Fitness-Related Quality, Satisfaction and Intention. SSTB International Refereed Academic Journal of Sports, Health & Medical Sciences, 16(5).
Baker, M. J., & Parkinson, S. T. (2016). Organizational buying behaviour: purchasing and marketing management implications. Springer.
Berkowitz, E. N. (2016). Essentials of health care marketing. Jones & Bartlett Publishers.
Chernev, A. (2014). Strategic marketing management. Cerebellum Press.
Fitness Australia,(2016),(Online). Retrieved from: https://fitness.org.au/ Accessed on: 31 January 2017
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Funk, D. C., Alexandris, K., & McDonald, H. (2016). Sport Consumer Behaviour marketing Strategies. Routledge.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
House, F. O. (2013). Marketing Management. Marketing, 2, 1661.
Iacobucci, D. (2014). Marketing management. Cengage Learning.
Kerzner, H. (2013). Project management: a systems approach to planning, scheduling, and controlling. John Wiley & Sons.
Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Meffert, H. (2013). Marketing-Management: Analyse—Strategie—Implementierung. Springer-Verlag.
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition. Human Kinetics.
Pedragosa, V., Biscaia, R., & Correia, A. (2015). The role of emotions on consumers’ satisfaction within the fitness context. Motriz: Revista de Educação Física, 21(2), 116-124.
Rowley, J. (2016). Information marketing. Routledge.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.
Turban, E., Strauss, J., & Lai, L. (2015). Social Commerce: Marketing, Technology and Management. Springer.
Williams, A. S., Rhenwrick, I., Wright, B., Choi, W., Kim, D., & Vickey, T. (2014). Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members. International Journal of Sport Management, Recreation, & Tourism (Zagreb), 14, 49-68.
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