...Competition and rivalry among firms 3.3. SWOT Analysis 3.3.1. Strengths 3.3.2. Weaknesses 3.3.3. Opportunities 3.3.4. Threats 4. CURRENT MARKETING STRATEGIES 11 4.1. Current Marketing Strategies of Planet Fitness Health Clubs 4.1.1. Relationship Marketing 4.1.2. Good advertising promotion tool 4.1.3. Direct marketing 4.1.4. Couponing 4.2. Differential Advantages 4.2.1. Stable Direct Foreign Investments (FDI) 4.2.2. A good brand name 5. RECOMMENDED STRATEGY REFORMULATION 13 5.1. Recommended Objectives and Goals (SMART) 5.1.1. Price regulation 5.1.2. Provision of ample quality services 5.1.3. Separation of Virgin Active from its competitors 5.1.4. Incorporation of voice-over customer (VOC) techniques 5.2. Recommended Marketing Strategies 5.2.1. Corporate branding 5.2.2. Incorporation of integrated marketing communications 5.2.3. Segmentation, Targeting and Positioning (STP) 5.2.4. ANSOFF’S Matrix, BCG Matrix 5.2.5. Market penetration 5.2.6. Product development 5.2.7. Market development 5.2.8. Diversification 6. MARKETING PROGRAMME AND PLANS 16 6.1. Service Strategy 6.2. Promotion Strategies 6.3....
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...Jim Hart 11.16.13 New York Sports Clubs and the UXF Brand When searching for a product, I wanted to pick something that was different and unique. I was looking for something that was not necessarily going to be stocked on a shelf or available for purchase at a local retailer. I wanted something dynamic. It is for those reasons that I chose UXF, or the Ultimate Fitness Experience, which is a product marketed by New York Sports Clubs, which also happens to be the company that I work for. The Ultimate Fitness Experience, or UXF as we will call it for the remainder of this paper, is aimed at competing directly with the ever growing and extremely popular new fitness craze of CrossFit. CrossFit is a strength and conditioning workout that challenges even the most physically fit athlete. The program is based on functional movements and pits the athletes against others and against themselves for repetitions of certain exercises completed over time. CrossFit began in early 2000 and was founded by a former gymnast names Greg Glassman. The brand began with approximately 18 gyms nationwide and has grown exponentially to over 3000 estimated locations in the United States. These gyms are usually dark and dingy places with very few amenities and ancillary services offered. They are a “no frills” approach to health and fitness. These CrossFit gyms are also only for the physically fit, and individuals who are just starting out or individuals who have injuries or limitations...
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...Marketing Plan MEMBERSHIP DRIVEN A WINNER’S ATTITUDUE! Date: October 17, 2012 1.0 Executive Summary New York Sport Club is own and operated by Town Sports International (TSI) health club company, and is the largest in the Northeastern United States. Since 1974, the company has grown to include over 150 health and fitness facilities in four major metropolitan areas - New York, Boston, Washington, D.C. and Philadelphia with nearly half a million members. There are also three locations in Switzerland, Basel, and Zurich. All sport clubs have a multitude of options for everyone, and a wide range of group exercises and fitness programs. Select facilities also offer racquet sports, pools, basketball courts and other recreational activities. The company’s successful growth over the years is a result of many things, including its innovative fitness programs, well-trained staff, dedication to quality and service and continual facility improvement. But foremost, the New York Sports Club success has been earned by placing members satisfaction above all else. So when you have satisfied members, they get results from their fitness program, which becomes a win-win situation for all participants. 2.0 Situation Analysis Membership Driven, which consists of four project management consultants, were hired by New York Sports Club (NYSC) located in New York City on 23rd Street and Park Avenue in the Gramercy area to increase their club membership. The main goal...
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...essay I will be examining the importance of operational management within a local health club. Operational management is how the club is run, this means that it ranges from the marketing strategies to the health and safety aspects that need to be conceded when running the club. The first main area of management in sport within a private health club is marketing. Marketing is how a company gets its name out there to get itself known and attract new customers to it’s club. “Its also the management process through which goods and services move from concept to customer” (businessdictionary, 2015). What they are saying is that marketing starts from just a brainstorm in an office then it has to be interpreted to posters, radio ad’s, tv ad’s etc. This is because it has to be clear for your average person to be able to understand. Furthermore, it needs to be short and snappy as less people will read it if it just goes on and on, people just don’t have time for that. The next thing in marketing is what’s known as the 7p’s, these are Product, price, place, promotion, people, process and physical evidence. All are extremely important when marketing a private health club. For example, when your talking about people you have to take into consideration their age, gender and the average wage for the area the club is in. This is because there is no point advertising a high end luxury club in a poor area as hardly anyone will be able to afford it. The next thing to really...
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...Blue Ocean Strategy Eric Montoya MKT/421 February 12, 2015 William Gay Blue Ocean Strategy The Blue Ocean Strategy focuses on three big industries that touch thousands of people’s lives. The areas in which they look at are Autos, Movies and Computers. What companies in those fields are doing into managing their profit and growth through times? Creation of blue ocean strategy placed its focus on very good strategic moves in order to place their brand in a position which long past its rise to fame. Blue ocean strategy gears to forecasting innovations and products to make oceans of uncontested market space. (W. Kim, 2004). The blue ocean strategy takes a look at the host of companies in the more than thirty plus industries and the key players within them. The blue ocean strategy is the process of analyzing and studying the successful players and the unsuccessful ones and failing in their competition. Looking for most distinct and more common differences between those groups, as well as commonalities to discover the most common factors leading to the successful growth of those and failings of the other. The common practice is within the market place the competition style strategy has little advantages to it. (W. Kim, 2004). The unrelated old school theory that is out doing the competitors was most obvious road to take that leads when it comes to profit and success. Placing a value in innovation and creation can give itself to a new demand achieving a value that has enormously...
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...Bally Total Fitness Marketing AuditBally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers. Bally's has approximately four million members and 420 facilities across the United States and around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in order to assess their total marketing program to see what was and was not working to increase business. The following will summarize key findings of environmental aspects and marketing. Finally, any recommended actions that may be considered for future planning will be discussed. The environmental aspects that were considered for the Bally Total Fitness audit were demographics, markets and competition. Demographic trends have shown that the older segments of the United States (ages 45-65+) are growing the fastest. Bally Total Fitness would be wise to consider marketing towards this age group as their needs change. An estimated 50 million people will be members to a fitness center in just six years, the year 2010. This is due to an increased desire towards healthy living. The general population is becoming more aware of the benefits of exercise to promote health and wellness. The Markets part of the audit shows that there is three major trends that health clubs should be attentive of. These major trends are insurance paid weight-loss, a global battle against obesity and an end to low-carb confusion. Health clubs are part of the solution and should promote...
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..........................................6 INDUSTRY ANALYSIS.........................................................................................................................7 SERVICES OVERVIEW.........................................................................................................................9 3.1 SERVICES:..................................................................................................................................9 3.2 BENEFITS AND FEATURES:................................................................................................................9 3.3 WHY PEOPLE NEED THIS SERVICE?........................................................................................................9 MARKETING...
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..........................................6 INDUSTRY ANALYSIS.........................................................................................................................7 SERVICES OVERVIEW.........................................................................................................................9 3.1 SERVICES:..................................................................................................................................9 3.2 BENEFITS AND FEATURES:................................................................................................................9 3.3 WHY PEOPLE NEED THIS SERVICE?........................................................................................................9 MARKETING...
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...lifestyle 4 2. Marketing opportunities analysis 4 Competitor overview 4 Fitness First 4 Celebrity Fitness 5 Macro Environmental Analysis 6 Demographic forces 6 Technological forces 7 Economic forces 7 Natural forces 7 Cultural forces 7 Political forces 7 3. Selecting target markets 7 4. Marketing mix strategies 8 Product 8 Price 9 Promotions 9 Placement 9 1. Introduction World Class International is one of Europe's most recognisable fitness network that operates 36 health and fitness clubs in more than 15 countries. The turnover for 2010 was 21 million Euros and World Class employed over 1 000 persons. (www.worldclass.eu) World Class offers everything within the field of individual and corporate health and fitness. Members and guests are guaranteed the highest quality in service and instructions within a safe and friendly club environment. The company's international staff consists of some of the world's most skilled group training instructors and advisors in personal training. World Class International is headquartered in Stockholm, Sweden and has health and fitness clubs throughout Europe and the Middle East. Every World Class center contains first class facilities concerning areas for individual and group training of muscles, stamina and condition, an integrated strength training area, functional and sport specific training, relaxation, body care and social activities. World Class offers its members a complete system for better health, well-being...
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...Background ............................................................................................................................. 3 Problem Identification ............................................................................................................ 3 Financial and Marketing Objectives ....................................................................................... 3 Part II: Market Analysis .................................................................................................................. 5 Market Situation and Macroenvironment ............................................................................... 5 Product Situation..................................................................................................................... 6 Competitive Situation ............................................................................................................. 6 Distribution Situation .............................................................................................................. 6 SWOT Analysis ...................................................................................................................... 7 Part III: Primary Marketing Research ............................................................................................. 9 Research Objectives ................................................................................................................ 9 Methodology...
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...Manchester united has a ahigher Manchester united is believed to have a higher corporate social responsibility than most of football clubs. It is the most successful football clubs in the UK. Its goal is to build corporate communities by motivating, educating and inspiring the future genrations. Compared to gilligham fc, in the last 5years , it has established cohesion projects that target young people.it uses the appeal of football to offer young people a safe environment and help them develop their potentials in football. According to (United, 2013), Manchester football club aims to reduce crime cases by providing op[opportunities for youth involvement, encouraging personal development through volunteer works, promote active participation in other sporting activities as well as football and educate young people about making the right lifestyle choices. It started its community cohesion with a project developed by the premiere league and metropolitan police. Since then it has developed short and long term projects that suit the needs of communities. There is identification of participants as young as 8 to 19years old who have very little home stability, are unemployed or are surrounded by poverty. The project operates We currently operate 6 separate cohesion projects that cover 13 sessions of a 2-3 hour duration for 48 weeks of the year. The sessions operate in the evenings and weekends when other services are not available and when the need for diversionary activities is at...
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...Fitness, an U.S. health club industry founded in 1962. But more generally this case is about the health club industry in the USA and throughout the world. In a first part, there is a general presentation of the U.S. health club industry characteristics. We have some information about people who go to these clubs, proposed activities, equipment and facilities. It presents the different ways of formats in this industry, how the industry is organized: owner-operated clubs, franchised clubs, Design and management companies and health spas. We have some explanations about pricing, ways of sales, general operations and an analysis about the different trends within this industry. We In a second part, we have a deep presentation of Bally Total Fitness. We have information about its foundation, generated revenues, growing, current CEO (Paul Toback). We have a description of the process to sign in with Bally Total Fitness, how a typical club is organized. This part is about the strategic decisions of Bally Total Fitness about its marketing, accounting policies to attract clients. In a third part, we have a quick presentation of Bally Total Fitness’ competitors (YMCA, Gold’s Gym, 24 Hour Fitness and Curves International). We have crucial information about their histories, main leaders, policies, revenues and differences from Bally Total Fitness. Finally, there are some comparative financial tables about revenues evolution. This case offers a general view about strategies and positioning...
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...Assignment #1 The Marketing Process Dr. Wendy Whitner, PhD, MPH HSA 505 Health Services Strategic Marketing October 24, 2010 Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (Beckowitz, 2006, pg.2). An organization must develop a marketing strategy in three factors: stakeholders, environmental, and society at large (Berkowitz, 2006, pg. 16. An orthopedic group has decided to develop a pediatric sports medicine program; there are potential markets for the new service. A target market is defined as a group of customers, whom the organization attracts in any type of marketing program (Berkowitz, 2006, pg. 20). The markets are categorized as geographic, demographics, psychological, behavioral, and product information. It is usually within an organization control as a function of effectives of the marketing mix, which developed by providers (Berkowitz, 2006, pg.20). Marketing is the ability to promote skills as a orthopedic practice and is to aim art improving the financial health and to change their health care environment. The four primary aspects for an orthopedic or other medical facility are amendable to marketing, ability, availability, affability, and the price (Grogan, 2007). Grogan stated that the ability refers to skills and focus on their practice of a pediatric sports...
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...Fall Comm 400 Health Club Industry Bally Total Fitness was a leading firm in the health club industry. Since market competition had intensified, Bally’s stock price dropped leading to an investigation by the Security and Exchange Commission. To improve Bally’s current position, we apply the Porter’s Five Forces Model to analyze its external environment. The competitive rivalry in health club industry is intense as there are many small or equally sized competitors. In addition, exit barriers are high because of higher capital costs and operation costs, indicating that the health club industry is hard to exit. Equipment makers are the industry’s major suppliers. Suppliers have high bargaining power because there are only a small number of well-known suppliers. Consumers are the buyers and have moderate bargaining power when choosing a health club, because there are numerous clubs in the industry. But once they are committed to memberships, they have a lower bargaining power. The threat of substitute products is high. Consumers can workout at home, outdoors, or at gyms within their workplaces. Besides, they can go to health spas designed for workouts. Nutritional and athletic products are complimentary to the health club industry. The threat of new entrants is rather low because it is difficult to acquire decent real estate or a good location; also, exercise equipments are highly valued. Consumers who have had a good experience with their health clubs tend to be quite loyal...
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...Bally Total Fitness Health Club Industry Bally Total Fitness was a leading firm in the health club industry. Since market competition had intensified, Bally’s stock price dropped leading to an investigation by the Security and Exchange Commission. To improve Bally’s current position, we apply the Porter’s Five Forces Model to analyze its external environment. The competitive rivalry in health club industry is intense as there are many small or equally sized competitors. In addition, exit barriers are high because of higher capital costs and operation costs, indicating that the health club industry is hard to exit. Equipment makers are the industry’s major suppliers. Suppliers have high bargaining power because there are only a small number of well-known suppliers. Consumers are the buyers and have moderate bargaining power when choosing a health club, because there are numerous clubs in the industry. But once they are committed to memberships, they have a lower bargaining power. The threat of substitute products is high. Consumers can workout at home, outdoors, or at gyms within their workplaces. Besides, they can go to health spas designed for workouts. Nutritional and athletic products are complimentary to the health club industry. The threat of new entrants is rather low because it is difficult to acquire decent real estate or a good location; also, exercise equipments are highly valued. Consumers who have had a good experience with their health clubs tend to be quite loyal...
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