|MARKETING STRATEGY | | | |[pic] | | Diversity: Having a diverse workforce is fundamental to Fitness First’s success, | |not because it’s the right thing to do, but because it makes total business sense. We| |employ people from every background and walk of life. It gives us a vast mix of | |experience and perspectives and means we are better equipped to understand the needs | |and priorities of our members | | | |Charmaine Elizabeth Johnson | |09/07/2012 | | |
The leisure Industry is one of the most versatile and resilient businesses that is growing faster than ever; even in today’s economic downturn and transforming global economy. From viral marketing to advance retail and brand management, the fundamental aspects of marketing strategy govern the way this market flourish and operate The resent changes in consumer confidence and geo- demographics of the target markets in this industry certainly make it an interesting sector to investigate. Sudipta Das: Module leader (MKT 306) Sunderland.
Fitness First is one of the world’s largest branded health clubs in the UK. This is a leisure club group which provides a wide range of services that will allow for the success of a more fit and healthy population where ever a club exist.
This report in the first instance, will give a concise but comprehensive overview of Fitness First leisure and fitness club by using various marketing tools and concepts to research, analyse and evaluate the current situation of the club by identifying its Strengths and Weaknesses, Segmentation Targeting and Positioning, PESTLE and USP, review and analyze the Marketing strategy and Value Creation process that Fitness First operates by presently.
Based on the findings in the second instance the author has developed and recommended a new strategic approach and applied appropriate theories, by identifying the possible Opportunities and Threats for the organization and identified possible marketing techniques for increasing Fitness First’s , creating SMART objectives to develop Market Share, profitability, Value Chain, and sustainability.
While most reports indicate that the fitness industry is in a “rut”, in today’s fast passed business environment more and more individuals and businesses both in the private and public sectors are seeking out and providing opportunities for a more fit and healthy work force .
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY
4. SITUATION ALANALYSIS (CURRENT STRATEGY)
5. SEGMENTATION TARGETING &POSITIONING (STP)
6. DIFFERENTIAL ADVANTAGES /WEAKNESSES (USP) (SWOT) (PESTLE)
7. RECOMMENDATION OBJECTIVES ANS GOALS (SMART)
8. RECOMMENDATION MARKETING STRATEGIES AND PROGRAMMES
The UK has over 5,750 indoor facilities for keeping fit. They are divided mainly between health clubs in the private sector and public leisure centres, owned by local authorities. The health club industry is still fairly fragmented, but there are now ten large chains including
• LA Fitness
• David Lloyd Leisure,
• Fitness First,
• Virgin Active
Memberships of gyms and health clubs have grown over the long term mainly as...
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