Marketing Plan

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  • Topic: Gym, Health club, Darling Harbour, New South Wales
  • Pages : 5 (1244 words )
  • Download(s) : 57
  • Published : May 26, 2013
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Introduction:

In seventeen short years, Fitness First has grown from a single club to a business that straddles 15 countries, has over 500 gyms and 1.2 million members. It all began in 1993, when two entrepreneurs opened a health club in Bournemouth in the UK with a dream to make fitness affordable to everybody; to build health clubs of the highest quality that were accessible to all. After 14 years, Fitness First are now the largest health club group in the world with our 500th gym opening in Sydney in November 2006.

In the year 2000, the business expanded into Australia. Starting with just 11 gyms, the Australian operation has grown at lightning speed to over 90 gyms across NSW, VIC, SA, WA, and ACT in just ten years As the fastest growing gym company in the world, Fitness First continues to deliver on its promise of guaranteed value and great service for its members - a simple formula with a proven track record of success. Fitness First offers everyone, no matter your age or fitness level, the opportunity to improve your health and fitness as well as have fun.

A Fitness First gym provides comfortable surroundings, state-of-the-art gym equipment and the latest Group Fitness Programs. We have friendly and knowledgeable staff, ensuring our members receive a fantastic experience with every visit to the gym.

Task 1 (a)
Project:
The launch of a bus, where specialized fitness instructors will perform cycling classes. The bus will be adapted especially for the occasion with a DJ, spinning bicycles and lightning. At the same time we will be launching and selling the new protein shake by Fitness First. The buses will departure from Darling Harbor where the Fitness Expo is being held and will go through strategic place in Sydney until Bondi Beach. Target Audience:

All members from Fitness First health club, member from Fitness First Partners, audience attending the Fitness Expo in Darling and general public. Market Trends and Opportunities:
Even in the economic downturn, the industry has maintained steady growth, with membership rates growing consistently and profit remaining solid. Demand for gyms and health and fitness clubs will continue to rise over the next five years, as the general public becomes more health-conscious and the aging population places a greater emphasis on staying fit. * Fitness Index 2011

* Yearly Revenue: $25 billion
* Annual growth: 0,9%
* Employment: 561,536
* Business: 29,365
The Fitness Expo will be held on 16 to 22 January 2012. At this time is Summer in Australia and lots of advertising from various partners will be funded on that time. The industry is very competitive, so the Fitness First group will take the advantage of these opportunities and will launch a innovated service for their members and general public that will embrace fitness, health, summer and the tourism in Sydney. The bus will be environmental friendly. Task 1 (b)

Service Description:
The service we will detail will be the spinning bus. There will be 5 buses operating on that time. The bus will be set up with the Fitness First logo and will contain 15 spinning bicycles, 1 DJ, special lights and 1 instructor.

Mercedes Benz bus O500RF - $5,000 for rent each bus
Fitness First bus lay out – 2,000 each bus
Spinning bike - $250 each bike
Lightning - $500 each bus
DJ - $500 each bus
Cycling Instructor - $500 each bus

The bus is an extended service offered by Fitness First as we already offer spinning cycling classes on all of our clubs.

Task 2
SWOT Analysis:
Strengths| Weakness|
* Largest chain of health club in Australia; * High edge fitness technology; * Specialize Fitness Instructors; * Higher availability on classes timetables; * Lower prices of memberships due the number of clubs| * A large chain can lose the personalized service;| Opportunities| Threats|

* Fitness Expo is being held at the same time; * Summer in Australia;...
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