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BSBMKG609 Develop a Marketing Plan Solved

Referencing Styles : Harvard | Pages : 4
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Fitlife Heath Club is the Australian health club, which is established as one of the leader in the sport and fitness industry. It provides various fitness venues all over the country by offering various fitness related services. The Head office of Fitlife health club is in North Sydney. From there, it operates its branches in every state of the country. All the health clubs are offering the services like; swimming, recreation hall, gymnastic hall and gym for weight lifting and other exercises. The health club is working for its mission and vision with effective strategies. This marketing plan includes the marketing audit of the Fitlife by utilizing various analyses.

Conducting a Marketing Audit

The following table indicates the possible strengths, weaknesses, opportunities and threats of the Fitlife Health club.

Internal

Strengths

Weaknesses

·       Strong brand image and market leadership

·       Innovative cultures

·       Expert and high class trainers and dieticians

·       Special time slot for the elders and children allows the parents to work freely

·       Availability of sufficient equipment and machines for work out

 

·       Pricing structure is very high, so it does not attract international customers

·       Less social media presence

·       Lack of distribution channels in global markets

·       Higher cost structure (It includes cost of Maintenance, delivery of service and trainers)

·       It is hard to find out the high quality and expert trainers (Surujlal, & Dhruup, 2011).

·       Timings are limited, which are not suitable for all the clients.

External

Opportunities

Threats

·       Global expansion

·       Online coaching

·       Improvement in the quality assurance by providing internal training

·       New products and services

·       It should implement the loyalty card program to retain the existing customers

 

·       Competitors with lower cost services

·       24*7 Opened health clubs

·       Growth in health and wellness related apps

·       Wide range of free health and wellness resources on internet reduces the use of physical health clubs. It teaches the people that how they can do exercise and eat without paying money (Fitness Australia, 2015).

Part B- PEST Analysis

Political

·       There are some political factors, which impact the growth of health club, like; unfair contract regulations, sales strategies and miscommunication (Aubrey, 2017).

·       The health club must consider the following elements as they vary on a continuous basis and will have a large impact on delivery of attributed options:

·       Taxes: The Fitlife Health club has to adopt the changes in the taxes and tariffs

·       It requires keeping up to date with the policies and regulations to decrease the chance of claim for any injury (Payne, Kennedy, Davis, 2009).

·       The health club needs to comply with the Work Health and Safety Act, 2011 by introducing the compulsory online training to provide its staff easy access to the resources to implement in the Fitlife club atmosphere.

 

Economic

·       Decline in inflation: Due to decline in the inflation, people are spending their disposable income on the luxury services like; health club membership. But if there will be decrease in the household income, the people will shift to the cheaper options.

·       The Australian health industry is growing continuously from the last few decades. The government is making many efforts to motivate the people towards getting the health club services to keep themselves healthier.

·       The health and wellness sector is earning about 1 billion revenues from last few years. There are approximately 3000 health clubs and gyms in the country (EZYPAY, 2015).

·       Increase in the expenses, like; rent, trainer’s salary etc.

Solutions

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