Marketing Fx Leisure Centre

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FX Leisure and Fitness Centre is a large leisure complex on the outskirts of Birmingham. It is part of an expanding chain of leisure centre`s(currently numbering 15) in England. The company was founded in 1996 and the head office is located in Manchester. The Birmingham centre opened in 2004,but the performance in terms of customer numbers, centre utilisation and profits has fallen short of the projected targets. In the last 12 months there has been a slight downturn in the overall customer numbers coming through the doors. This, of course has not been helped by the current recession. The General Manager of the centre, who had been charge since it opened in 2004, resigned three months ago. His replacement has immediately set about addressing this downturn in the business and accompanying effects of the recession. One of his first decision, in consultation with the head office, was to create a new post at the centre of Marketing Manager. The centre itself is ideally situated, well served by road and rail links. (The M5 and M6 motorways are only minutes away, and the Birmingham cross city railway line from Litchfield to Redditch has a station within walking distance.) There is a retail park more or less next door to the centre and a large business park about a mile away. Facilities on offer at the centre include a sports hall, two swimming pools (one for learners), two gymnasia, squash courts, sauna, solarium, cafeteria and a lounge bar. There are also two drinks machines stocking bottled water and sports drinks. The sports hall is marked out for volleyball, badminton, netball, five a side soccer and tennis. There are two all weather pitches suitable for soccer and other sports. There is also a sizable car park. Hours of business are from 7:30am – 11.00 pm (Monday – Saturday) and from 9.00am – 9.00 pm (Sunday) Task

You are the newly appointed Marketing Manager. The General Manager has decided that the whole marketing operation is need of an overhaul and has...
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