Business Plan Business Health Club

MARKETING PLAN
FOR
BUSINESS HEALTHCARE CLUB

Table of Contents Page No.
Executive Summary 4
„« Marketing Objective 4
„« Mission 5
„« Keys to Success 5
Company Summary 6
„« Services 6
„« Service Description 6
„« Competitive Comparison 6
Situation Analysis 8
„« Market Summary 8
„« Market Demographics 8
„« Market Needs 9
„« Market Trends 9
SWOT Analysis 11
Marketing Strategy 12
„« Mission 12
„« Marketing Objectives 12
„« Financial Objectives 12
„« Target Markets 12
„« Positioning 13
„« Strategy 13
„« Marketing Mix 13
„« Marketing Research 14
Financials 15
„« Break-even Analysis 15
„« Sales Forecast 15
„« Expense Forecast 16
Controls and Implementation 18
„« Milestones 18
„« Marketing Organization 19
„« Contingency Planning 19
References 20

EXECUTIVE SUMMARY

The health club - Orange Fitness will serve corporate businesses, helping them to become more productive, while lowering their overall costs.
Our business is based on two facts:
„« Healthy employees are more productive than chronically ill employees.
„« It costs less to prevent injuries or illnesses than to treat them after they occur.
At Orange Fitness, 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 - that is, 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 employees change their behavior