Marketing Planning Assignment 2

Marketing Planning Assignment 2

Table of Contents

CHAPTER 1: INTRODUCTION1

Contextualization2

Aim and Objectives of the study2

Rationale3

Structure of proposal3

CHAPTER 2: LITERATURE REVIEW5

What is fitness?5

What is marketing?5

Market analysis6

Market Segments7

Marketing strategy for fitness sector8

Media strategy9

CHAPTER 3: METHODOLOGY11

Research Design11

Literature Search11

Research Method12

Ethical Consideration12

Practical Consideration13

CHAPTER 4: ANTICIPATED RESULTS14

CHAPTER 5: CONCLUSION15

REFERENCES17

Marketing Planning Assignment 2

CHAPTER 1: INTRODUCTION

In the contemporary world of technological innovation, different inventions have made life easier for people. Things which previously required one to spend a considerable amount of energy and hard work can now be carried out at the click of a mouse. In this heyday of technological success, mankind has become mechanized.

Consequently, the number of physical activities that a person can indulge in has been reduced significantly, which in turn leads to different diseases and health disorders like obesity, stress and cardiac problems because of obesity. In such circumstances, doctors and health professionals are spreading mass awareness about the importance and need for physical activity. Since life has become so busy that playing sports or going out for a walk is difficult for many people, so the most feasible solution which most people opt for is to seek membership with a fitness centre. Since people have become health conscious and seek to attain quicker results, most of the time they look for bigger and renowned fitness centres.

This has lead to an increasing market competition among fitness centres and gyms and as a result, smaller fitness establishments lag behind the bigger ones and oftentimes lose their members to bigger establishments. This study will be carried out to find marketing techniques which can help small fitness firms to retain their customers and survive the ever-increasing competition in the market. (Zan 2009, 89-108)

Contextualization

This study will be carried out to look into the trends which are presently prevalent in the fitness market and which trends render success to the bigger names in the fitness industry. Marketing concepts like marketing mix and marketing plans will be assessed in the light of the fitness industry to analyze which strategies must be implemented by small fitness establishments in order to cope up with the growing competition and can embark on techniques on customer retention.

Aim and Objectives of the study

This study has the following aims and objectives:

To assess the trend of marketing in the fitness industry and the ways in which effective marketing techniques can contribute to the growth of the fitness business;

To identify key marketing processes, forms of action and application in the

Fitness industry;

To conceptualize the most important aspects of marketing in relation to the fitness industry;

To provide key tools for the use of marketing techniques and strategies for application in the fitness industry;

To build a culture of planning, monitoring, controlling and evaluating for the assurance of success in selling services and consequently achieving the success of the company.

Rationale

This study will propose to look into the relevant strategies of marketing because lately the small fitness establishment have been facing difficulties in retaining their members as people tend to trust the bigger names more and there is a common ...