TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 3
2. INTRODUCTION 4
3. SITUATION ANALYSIS 5
3.1. PESTEL Analysis
3.1.1. Political factors
3.1.2. Social factors
3.1.3. Economic factors
3.1.4. Technological factors
3.1.5. Environmental factors
3.1.6. Legal factors
3.2. Porter’s Five Forces
3.2.1. Bargaining power of customers
3.2.2. Pressure from substitute services
3.2.3. Bargaining power of supplies
3.2.4. Threat of new entrants
3.2.5. 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.