The current case study analysis is about a newly built chain of fitness center. The Fitness Center Chain is chain of newly built centers in Singapore. This chain of fitness center contains three fitness centers that are situated in diverse locations in Singapore. The main objective of these three fitness centers is to have more than 13000 members in 1st year of operation (Smith, 2002). It is estimated that main branch of fitness center will have 6000 members, while other two branches will contain 3500 members each. In order to attract more customers, each fitness center will have a café style outlet and Health & Beauty Salon as well.
In each Fitness Center, the services of cardio fitness, gym, aerobic exercise classes, weighting services, and floor exercises and pre and post exercise stretches will be offered. Café style drinks, healthy snakes, sports beverages, and healthy meals will be served in case style outlet (Reid, 2005). The waxing, relaxing massage, body treatments, tinting, body toasting, facial treatments, exfoliation, manicures as well as pedicures and numerous lenience packages will be offered in salons and members will be provided 10% discount. It is expected that each center will earn 15% profit margin from café style outlets. Each center will achieve 30% profit margin from Health & Beauty Salons on yearly basis (Schultz & Patti 2009).
This is comprehensive report that contain extensive analysis of newly built fitness centers. The basic data will be attained from this case study in order to make comprehensive report. However, various journal article, newspapers, reports, research reports and magazines are analyzed to getting inclusive information (Kitchen & Schultz 2009). Numerous obstacles have to be faced while collecting data as some reports cannot be attained easily. Internet and website is basic source that is used to collect essential data.
In this report, the complete analysis of new built fitness centers will be conducted. Firstly of all, the SWOT analysis will be done in which strength, weakness, opportunities and threats are analyzed in detail. After that, target market of the company will be identified. The objective of IMC will be demonstrated in detail. In next part, the report highlights various characteristics of reports including diverse options of Integrated Marketing Communication. Next, the report offers various recommendation for IMC plans and evaluation of selected plan. The last part of report contains concluding remarks about overall report in detail. The summery of whole report is highlighted in concluding paragraph.
Smith, P.R. (2002). Marketing Communications: An Integrated Approach. 3rd ed. London: Kogan Page Ltd.
Schultz, D., & Patti, C. (2009). The evolution of IMC: IMC in a customer driven marketplace. Journal of Marketing Communications, 15(2), 75-84.
Reid, M. (2005). Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes. Journal of Advertising, 4, 41-54.
Kitchen, P., & Schultz. D. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of marketing Communications, 15(2), 197-204.
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