Recommend and Justify a Marketing Strategy That Andy Might Use to Increase Sales at Ahc

Topics: Marketing, Pricing, Price Pages: 3 (899 words) Published: May 20, 2013
Recommend and justify a marketing strategy that Andy might use to increase sales at AHC AHC is a health club known for its excellent health facilities which benefit their members with a wide range of exercises as well as facilities such as their café and beauty salon. However, the owner, Andy has come to realise that if his business ever were to expand, it couldn’t satisfy everyone and cater to each individual’s needs. AHC has many opportunities for further development and becoming an even more established health club with a wider target market but its competitors (other health clubs) pose as a threat towards them in pricing and facilities. AHC’s main objective is to increase their sales and to do that, they will need to consider each of the four functional areas within the marketing mix, and along with that, they may also need to conduct extensive market research to ensure that their aim to gain revenue is met. First of all, AHC will have to look at the services they provide to members of the health club as well as potential new consumers, to see how well the business is performing and whether the services the business offers satisfy consumers. Also by doing this, AHC will be able to use market segmentation, which will divide consumers into groups so that a better customer base is established and more customers can be gained. Also , when looking at the services they provide, AHC may need to think about their products and how they differentiate from their competitors, for example, AHC may want to consider their option C which involved building more squash courts or a larger fitness studio. By increasing their services, AHC will attract more members of the public and gain more sales from members who will want to use the additional services provided. AHC could also look into the pricing of their products. Andy is currently considering other pricing approaches such as price discrimination which can enable higher prices at more demanding times of the day,...
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