Provide a very high quality Marketing plan for Portland Fit in the following areas. Risk Assessment/ Risk Management, Stakeholders Analysis and Assumptions.
Business Concept/Purpose/Overview - Kaitlyn
The purpose of our work is to create a marketing plan for Portland Fit, a running and walking marathon training program. Since 1998, Portland Fit has trained runners and walkers of all athletic abilities, with goals of completing events including Portland Marathon, Helvetia Half Marathon, Hood to Coast, and many other local races. Portland Fit is part of the USA Fit family.
We intend to review and evaluate their current marketing and advertising tools while utilizing new and updating existing tools. We will research and evaluate corporate employee wellness programs and benefits, social media, website, blog, and print media. Additionally, our team will volunteer at _____ while promoting Portland Fit.
Portland Fit is experiencing steady decline in runner and walker membership. Over the last decade, membership decreased from 1500 to 250 participants due to market competition of other running clubs and accessible do-it-yourself training programs. While it is not the goal to reach 1500 participants again, Portland Fit seeks to reach 500 participants for the March 19, 2016 kick off date.
Scope - Sandra
- Develop partnerships with the leader of Portland Fit, David Smith, and other running communities, including _____.
- Circulate survey to evaluate customers’ needs and wants from Portland Fit.
- Utilize social media, Portland Fit website, and print media to recruit new and retain existing members while promoting the mission of Portland Fit.
- Package marketing and promotional materials for Portland Fit, including a description of new product or service to help recruitment and retention of new membership.
Out of Scope - Sandra
- We will not build a new website, but we will provide recommendations for improvement.
- We will not alter the membership fees or registration process.
Minor and Major Injury Risk- Vigorous exercises may lead to minor injuries such as sprain or muscle pull. There are various major injury risks involved such as fracture, spinal issues, blocked heart blood vessels etc.
Nutrition and Supplement Counseling Risk- The coaches on site provide with nutritional counseling that may or may not suit people. It may be problematic for the people not adapting to the required diet.
Health Risk- There is a risk of acquiring adverse health conditions that may not exist in an individual before signing up for the running training program (Kim et al., 2012).
Weather Risks- Weather is uncertain involving heat, cold or rain. There is a need to assess the weather conditions for providing extra water on the course in hot weather for preventing dehydration.
Venue Risks- The venue for training could have traffic, terrain or other obstacles. There is a need for careful emergency plans for participants or trainees.
Equipment Risks- In case some special equipment for emergency purposes such as AED has to be provided at the location, the way of transporting it to the earliest has to be determined. The sports shoes may not be appropriate for an individual that may lead to injuries (Rothschild, 2012).
- The individuals must be over 18 years of age for giving consent. The individuals signing up under 18 years of age need require of guardian or parent to acquire training for running.
- The risks, potential injuries and benefits are fully understood by the individuals.
- The consent is given voluntarily and freely, and not a misrepresentation or duress.
- A medical consent/ clearance would be provided based on health history, exercise history forms, medical screening and other details.
- The individuals would disclose all information related to health.
- A detailed documentation of instructions provided, limitations, equipment use, warnings, progress notes, concerns about injuries, prescriptions and other critical records must be maintained.
- Any amount once paid is non-refundable and cannot be transferred in the name of another person (Rumpf, Lockie, Cronin & Jalilvand, 2015).
Runners- These are directly involved and the object of the entire program.
Sponsors- The sponsors review all stages of the event and are directly affected by the number of participants volunteering for the race.
Family and friends of runners- The friends and families of runners are equally affected by any impact on runners.
Tourism Industry- There are tourists who take interest in the marathon and may wish to undergo training.
Race Organizer- The race organizer offers excitement, better health, promotion, increase in direct sales and prestige.
Media- The media channels broadcast events that are viewed by millions of people in various countries.
Charities- The government, non-profit organizations, local council and the public provide charity for organizing events.
Hosting Country- Portland has clean air and mild climate that attracts people to participate in Marathon event.
Sportswear industry- The runners and organizers give credit to sportswear industry they purchase or recommend to the runners for running Marathon (Moital, Jackson & Le Couillard, 2013).
Kim, J., Malhotra, R., Chiampas, G., d'Hemecourt, P., Troyanos, C., & Cianca, J. et al. (2012). Cardiac Arrest during Long-Distance Running Races. New England Journal Of Medicine, 366(2), 130-140. https://dx.doi.org/10.1056/nejmoa1106468
Moital, I., Jackson, C., & Le Couillard, J. (2013). Using Scenarios to Investigate Stakeholders' views on the Future of a Sporting Event. Event Management, 17(4), 439-452. https://dx.doi.org/10.3727/152599513x13769392444783
Rothschild, C. (2012). Running Barefoot or in Minimalist Shoes. Strength And Conditioning Journal,34(2), 8-17. https://dx.doi.org/10.1519/ssc.0b013e318241b15e
Rumpf, M., Lockie, R., Cronin, J., & Jalilvand, F. (2015). The effect of different sprint training methods on sprint performance over various distances. Journal Of Strength And Conditioning Research, 1. https://dx.doi.org/10.1519/jsc.0000000000001245