MARKETING PLAN

Marketing Plan

Marketing Plan

Introduction

Sports and recreation industry is rich in material and is on the verge of growth as many people are now focusing on their fitness. The gradual increase in leisure of people has made them inclined themselves towards better physique. In some developed countries, sports and leisure has not just become a fashion, but considered a lifestyle. The sports and leisure industry is facing vigorous development because of various benefits including health concerns, fitness and entertainment. (Cease, 2007)

Business proposition is a multi sports complex. There is a growing demand for leisure centers in suburban areas of the world. Over 70% of the people feel that USA has a serious problem with obesity, which has driven many people towards the best solutions, that is to focus on sports. Currently in USA, every second adult is overweight, while one in eight people are obese. In addition, the problem is also becoming more apparent in younger people. The purpose of this term paper is to present the finding of research on the development of a business plan that supports the opening of a new sports venue in suburban USA. The plan will cover PEST analysis, market research, developing wealth equity, alternative expenditure options and revenues. ((Arrow, 2006)

Sports industry

Mission

Being the best and most successful sports goods manufacturer

Vision Statement

• Excel in the ability to anticipate and respond to customer expectations and competitors' actions

Market Analysis

America is undergoing various demographic changes that should be well known in order to make the plan as practical as possible. The market for fitness and sports is on the rise and a great number of people are getting intensely interested in their health and fitness status.

Chart 1

Year 1

Year 2

Year 3

Year 4

Year 5

Potential Customers

Growth

Corporate Employees

35 %

725

1,013

1,366

1,846

2,491

Manufacturing Employees

15 %

275

287

332

379

439

Industry Employees

25 %

525

626

780

975

1,221

Other

15 %

275

344

398

458

525

Total

26.96%

1,800

2,269

2,876

3,660

4,676

PEST Analysis

Political and Legal Factors

In order to increase the customer base, the sports industry management is beginning to envisage a new policy that not only works in favor of the users and athletes but also increases its market share for competitors. The political aspect of sports industry is that the government has applied various taxes and implications on sport products export in the eastern industry. The legal aspect of sports industry is that the US government has applied the sports VETO regulations which restrict sports manufacturers from transferring raw materials to other states of America. (Barde, 2010)

Economic Factors

The economic factors of the sports industry can be divided into two distinct categories. The foremost is the contribution to the economy and the GDP of the country. Various domestic and international events are a major source of income to different segments of the economy. The sale of tickets and the money spent by the spectators is often a significant portion of the overall contribution of the sports industry.

The other factor is the sponsorships and financial support to athletes and sports organizations. This is often the “invisible” part of the economic factors of sports industry. This portion comes from various indigenous and multi nationals present in the particular geographical ...