Fx Leisure Fitness Marketing Plan

INTRODUCTION: FX Leisure Fitness centre is a large leisure complex in the outskirts of Birmingham. It is a part of an expanding chain of leisure centres in England. The centre opened 3 years ago but the performance in customer number, centre utilisation and profits has fallen short of projected targets. A new General Manager has set about addressing the business’s downturn. One of his decisions was to create a new post of Marketing Manager in which I have been appointed. The centre is ideally situated, well served by road and rail links (M6 and M5 are minutes away, the cross city railway line from Lichfield to Redditch has a station within walking distance.)A Retail Park is more or less next door to the centre there is a large Business Park about a mile away. Facilities at the centre include a sports hall, two swimming pools (one for learners), two Gymnasia, squash courts, sauna, solarium and lounge bar. The sports hall is marked out for volleyball, badminton, netball, five a side soccer and tennis. There also two all weather pitches for soccer and various other sports. The hours for business are from 7.30am-11.00pm (Monday to Saturday) and from 8.00am- 10.00pm (Sunday). As the new marketing manager is to provide a report that includes information, suggestions and advice on adopting a Marketing orientation on the centre.Perfoming a Pest Analysis ,Segmenting the Leisure Centre’s market and comment on how the activities of the centre can be affected by buyer behaviour.

MAIN BODY:
What is marketing? People have their own understanding of the word”Marketing”.The simplest way defined by most would be:”the selling of goods to get a profit”. To some extent this is true, but it is more complex than that. Many authors of marketing books, Marketing Institutes and Marketers have tried to define it in their own words. “… the management process which identifies anticipates and supplies customer requirements efficiently and