2.Strategic Focus and Plan3
•SWOT Analysis4, 5
•Customer Analysis5, 6
•Marketing and Product Objectives6, 7
•Point Difference8, 9
•Product Strategy9, 10
•Promotion Strategy10, 11
6.Financial Projections11, 12
9.Evaluation and Control12
•Appendix A: Fitness Avenue Business Sector Price14
•Appendix B: Fitness Avenue Individual Price15
•Fitness Avenue’s Grand Opening Flyer16
Fitness Avenue will serve a suburban area in Philadelphia, PA, where many of upper middle class people live. Our goal is to help them to become more productive, while lowering their overall costs with innovative wellness programs. Our business is based on two simple facts; healthy employees are more productive than chronically ill employees and it costs less to prevent injuries or illnesses than to treat them after they occur.
At Fitness Avenue, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected. These traditional efforts are what we call “reactive”; which mean that they wait until after the worker has been stricken with illness or injury, and then pay for the necessary treatments. Our approach, which emphasizes prevention and good health promotion, is much more proactive.
By helping customers change their behavior patterns and choose more healthy lifestyles, Fitness Avenue will lower companies' health care expenditures, while raising worker prolificacy. Health care expenditures will decrease due to reduced medical insurance premiums, reduced absenteeism, reduced worker's compensation claims, reduced tardiness, shorter hospital stays, and more.
The state of America's health care crisis, coupled with current demographic changes, threaten to not only exacerbate the crisis, but further erode worker productivity as well. These environmental factors coupled with the local competitive situation signal a favorable opportunity in this market. We feel the time is right for Fitness Avenue.
2. Strategic Focus and Plan
This portion of our marketing plan focuses on the strategic planning of Fitness Avenue to make it a successful business. There are three areas that we will talk about: mission statement, economic and non-economic goals, and competitive advantage.
To help people live healthy and enrich their daily life.
1.To break-even in profits versus losses within the first 3-4 years of business.
2.In six years, achieve a 20%-28% profit from the services we provide.
3.Each year, increase market share in 3% in a constant rate.
4.Lower the expense cost after five years operation.
1.Within six years, expand our services to physic therapy, spa treatment and indoor snowboarding and skiing if possible.
2.To enlarge demand outside of business contract with companies and individual membership.
3.Make available more services and extend business to every community. Be the largest indoor super gym complex in the North America.
4.Within fifteen years, expand Fitness Avenue business to the ten largest cities in the United States, such as L.A., New York, Chicago, and so on.
5.Provide the highest quality services at a reasonable price to every people.
Fitness Avenue’s main competitive advantage is the wide range health services at a reasonable price. The gym...