...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....
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... g. Target Market h. How Product/Services Meet Needs 3. Competitive Analysis i. CrossFit Gyms j. Other Gyms 4. Industry Description and Outlook 5. Marketing Plan k. Market Penetration Strategy l. Growth Strategy m. Communication Strategy 6. Financial Plan n. Start-Up Costs o. Continual Costs p. Revenue 7. Critical Risk Factors Executive Summary Mission Statement: Valley CrossFit is the elite health and performance facility located in Shelton, CT. Valley CrossFit provides clients with a comprehensive health and fitness program tailored to their needs. Our coaches have experience in training athletes, weekend warriors, and people just looking to get in shape and have a good time. We have developed a health and fitness program that is second to none. Valley CrossFit’s coaches are experts in the fields of sport conditioning, injury prevention, nutrition, and fitness. Our focus is to offer each member that trains in our facility a life-changing experience as they work towards elite health and fitness. The greatest key to your success is you. Achieving elite levels of fitness is a process that takes time, determination, and the watchful eye of our dedicated staff of coaches. Whatever your fitness level is today and whatever your fitness goals may be, we are there to help you and guide you every step of the way. As with any endeavor, having fun is the glue that holds it all together. Valley CrossFit has no equal...
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...1. Executive Summary NextGen Fitness will serve North Philadelphia area school age children, helping them to become more productive, while lowering their overall health risk with innovative wellness programs and strategies. Our business is based on two simple facts: 1. Healthy school age children are more productive than chronically ill and overweight children. 2. It costs less to prevent injuries or illnesses than to treat them after they occur. At NextGen Fitness, we tie learning ability and productivity directly to the health care issue. We believe that traditional approaches to the current fitness and health care crisis are misdirected or nonexistent in most urban neighborhoods. These traditional efforts are what we call reactive--that is, they minimally address fitness levels then when illness or injury occurs, public assistance and basic health aide is provided as both solution and treatment. Our approach, which emphasizes prevention and good health promotion, is much more proactive. By helping school age youth change their behavior patterns and choose more healthy and active lifestyles, NextGen will lower parent’s health care expenditures and subsidies provided by healthcare organizations, while raising academic productivity. Health care expenditures will decrease due to reduced medical insurance premiums, reduced risk of obesity, reduced physical injuries and removal from prescription drugs that currently address these issues. 2. Situational Analysis ...
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...Myra A. Duke Business Plan Dr. Amona Washington Business Plan Draft September 14, 2015 Executive Summary Natural Vitality Energy Drink Sole purpose is to help increase the energy level of busy and athletic individuals in today’s society. With the busy lives of most people, we are all looking for a quick boost of energy to help get us through those last couple of hours at work or those late nights of cramming for a test, but we should take consider a healthy alternative to the popular energy drinks on the market today. Natural Vitality Energy Drink is for the health conscious individuals who are concerned with the ingredients that they consume. Natural Vitality Energy Drink, that is manufactured by Starrs to the Skye Manufacturing Company, is a unique blend of green tea, ginseng, B vitamins, and taurine, all natural ingredients that aides in boosting energy for several hours. Starrs to the Skye Manufacturing Company is a start-up company that will be specializing in all natural NAB. Natural Vitality Energy Drink is the first product on the market with this company for now; however, other products are being formulated and patented and will be available for the public in 2016. The strategic position that is going to help the success of Natural Vitality Energy Drink will be Differentiation Strategy. For small businesses, a product differentiation strategy may provide a competitive advantage in a market dominated by larger companies. The price point of Natural Vitality...
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...Puma PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel, and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. PUMA has a very unique strategy because it uses a focused differentiation approach. PUMA is considered to be one of the world’s leading Sports Brands, but does not make products for all sports. Instead, it focuses on soccer and running mainly, but also golf, motorsport, and cricket. PUMA has come up with a new marketing strategy going forward. From PUMA’s official website it states, “PUMA will be the Fastest Sports Brand in the World.” This simplified mission will result in a single brand purpose and a single consumer message. PUMA will be: “Forever Faster”. This new tag line was launched for 2014 and it reflects the 65 years of history of making fast product designs...
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...heard a marketing manager for a Fortune 500 company demand this of his marketing research manager. "Who is this she?" I wondered. I thought perhaps it was a female executive at the company. It was not. The "she" in this statement was the average American female aged 18 to 49 – the target segment the manager's brand. A few years ago, Strategic Directions Group conducted a national attitudinal segmentation study among consumer marketing executives to determine how they felt about buying marketing services. ADVERTISEMENT Per the study, 21 percent of marketing executives constituted a segment dubbed "mass marketers." These managers, most often found in consumer packaged goods companies, believe that marketing to niches is unprofitable. To facilitate mass media selection, their own target segments were consequently defined in the grossest possible way. The mass marketers are very different from the other four segments in Strategic Directions Group's study that make marketing decisions using target marketing approaches, industry consultants or "seat-of-the-pants" judgments. The mass marketer segment contracts for 29 percent of all marketing services dollars – more than any of the other segments. Most of the research money this segment spends tracks sales using store scanners, explores advertising-related issues and develops new products. Despite the fact they are among the most sophisticated marketing managers, they spend relatively little money on refined target-marketing models...
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...Consumer Brand Behaviour Module introduction: a consumer society Consumption Ethic “Teach him to live rather than avoid death; life is not breath, but action, the use of our senses, our mind, our faculties, every part of ourselves which makes us conscious of our being. Life consists less in length of days than in the keen sense of living. A man may be buried at a hundred and may have never lived at all. He would have fared better had he died young.” (Rousseau 1762) Programme Book: Consumer Behaviour: a European Perspective (4th Ed) Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. Assessment: – Assignment (40%) – Exam (60%) Timetable Week 1 Theme Consumers Topic Introduction to the unit : What is Consumer Behaviour? A consumer society The self Motivation, values and lifestyle Learning and memory Groups and brand tribes Opinion leadership and WOM Family and age Culture and lifestyles Cultural change process Module review Reading Ch 1, 2 2 3 4 5 6 7 8 9 10 Consumers as individuals Consumers as individuals Consumers as individuals Behavioural influences Behavioural influences Behavioural influences Behavioural influences Behavioural influences Final thoughts Ch 5 Ch 6 Ch 7 Ch 9, 10 Ch 9, 10 Ch 11 Ch 13, 15 Ch 14 - What is consumer behaviour? ‘The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.’ Solomon et al Role...
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...business involving type of food that chosen for it is getting place in society. It is one of the best choices among the society especially to the teenagers, whom are our target customers for our business, since the area we planning to create the business is an area where teenagers such as student prefer to hang out. 3. Nearby to UNISEL and UiTM Shah Alam 4. The population in Shah Alam are high 5. Majority of the people in Shah Alam comes from a good social class 6. Demand and potential for sport are increasing 7. The good facilities around the area can be the attraction for people to visit the centre. Besides, it is near to the highway. 2.0 INTRODUCTION Salmon Sport Centre is established as a result of the survey and research made by the Salmon Sport Enterprise to add another facility for people in Shah Alam. The plan made for this business is because of the increasing potential and demand in sport especially in futsal. Besides that, we also provide a cafe that serves foods and drinks, traditional room game, mini gymnasium, multifunctional court and sport shop that will bring value to the customer. Clearly, this shows that our business is different with other futsal centre. Salmon Sport Centre is situated at Roof Top, Parking Lot Giant Hypermarket, Jalan Plumbum, Section...
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...Who are we? The investment proposal that we would like to start is about a full-fledged store for men. All around the country, there are many stores that cater to the needs of women specifically, right from their clothing to cosmetic needs, but there is unfortunately no such store yet in Bangladesh dedicated especially for men. Yes, there are clothing stores, shoe stores, fitness stores, all present individually, but there are no such stores that can give away everything that that a man might need, altogether under one roof. This will give us a first mover advantage, and will ensure that we don’t have any current competitors as such. Furthermore, we are also planning to launch a conjoined entertainment hub, where people can enjoy themselves, by hanging-out, playing console games and watching league or national matches on large-screen TVs with their mates. So as it is evident, we are both a service as well as retail store.Here, diversification can be expanding into a new segment of an industry that the business is already in, or investing in a promising business outside of the scope of the existing business. Our product and services will be so diverse that it will promise to bring back good overall return values even if certain products do not sell well from our store. As far as our retail unit is concerned, these will be our products basically: * T-shirts, sports jerseys, Shoes * Gym Equipment * Hair-care products * Facial products * Body care creams/products...
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...of airlines industry was government-owned. Privatizing the industry has led to drastic increase in the number of air service providers and the airline travellers. Legal provision Civil Aeronautics Board (CAB) was established to control the activities of the commercial Airline industry; it used to set the rates and even the mergers in the industry till the first forty years after its establishment. Then Airline Deregulation Act 1978 was adopted to make the industry more efficient and privately owned. This act removed the powers of CAB, subsequently CAB was wound up in 1984. This act still gives the authority of regulating air safety to government through Federal Aviation Administration. All airlines need to have 2 certificates: 1. Fitness certificate (issued by Department Of Transportation): To ensure the airline is financially and management-wise strong enough to carry on the services adequately. 2. Operating certificate (issued by Federal Aviation Administration): To ensure that the airline maintains it crew and aircraft condition (avjobs.com, 2011) Deregulation of the airlines industry has resulted in lower airfares, increased...
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...Final Business Model and Strategic Plan BUS/475 March 2nd, 2015 Table of Contents Executive summary…………………………………………………………………………4 Introduction…………………………………………………………………………………5 V-Gym analysis……………………………………………………………………………..6 V-Gym’s mission statement and vision…………………………………………………….6 Values and guiding principles..,……………………………..…………………….………. 8 Organization’s strategic direction and aims ………………………..…………..…………. 8 Customers need satisfaction and Achievement of Competitive Advantage……….…….… 9 SWOTT: ………………………………………………..…………………….…..………...10 External Forces ………………………………………………………………….………….11 a). Economic Factors ………………………………………………….……..……...11 b). Legal and Regulatory Factors ……………...…………………………………….11 c). Technological Factors …………………..…………………………….…...……..12 d). Innovation Factors ……………………………………………………….……….12 e). Socio-cultural Factors …………………………………..…………………...........12 Internal Forces ……………………………………………….……………………….……. 13 a). Structure …………………………………………………………….…………… 13 b). Strategic capabilities ……………………………….…………………….……… 13 c). Systems and processes ………………………………………………….………...14 d). Strategies ……………………………………………………….………………....14 Economic and Legal/Regulatory Trends ………………………………..…………….……. 15 Adapting to Change ………………………………………………………………………… 16 Supply Chain Operation ……………………………………………………………….….... 16 Issues and/or...
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...Background Nike is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2010 the brand alone was valued at $10.7 billion, making it the most valuable brand among sports businesses. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and...
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...Marketing Plan for Clif Bar, Inc. Marketing Management– MM522 DeVry University, Keller Graduate School of Management Professor Gary Myers By: Chameer Moses Table of Contents Executive Summary 3 Executive Summary………………………………………………………………………………………....3 Situation Analysis 3 Market Summary4 SWOT Analysis4 Prioritized SWOT Analysis5 Competition6 Product Offering………………………………………………………………………………....6 Keys to Success…………………………………………………………………………………...6 Critical Issues…………………………………………………………………………………6&7 Marketing Strategy………………………………………………………………………………7 Mission……………………………………………………………………………………….. 7&8 Marketing Objective…………………………………………………………………………….8 Financial Objective…………………………………………………………………………. 8&9 Target Markets…………………………………………………………………………. ..9,10,11 Positioning…………………………………………………………………………………...11,12 Strategies………………………………………………………………………………………12 Marketing Mix………………………………………………………………………………12,13 Marketing Research…………………………………………………………………………….13 Controls………………………………………………………………………………………….14 Implementation process…………………………………………………………………….14,15 Marketing Organization……………………………………………………………………….15 Contingency Plan……………………………………………………………………………….15 Conclusion…………………………………………………………………………………...15,16 References……………………………………………………………………………………….17 Executive Summary Clif Bar, Inc. was found in 1992 by Gary Erickson. The nature of Clif Bar is the planet, food and community. They are working to reduce their ecological footprint in everything that they...
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... Live UP Marketing Campaign Client: Jawbone Product: UP Health Wristband Industry Background The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+ and Fitbit have been in the industry for quite some time creating most of the industry’s market share, but with many new companies creating tracking devices of their own as well as smartphone apps have made the industry larger and more competitive. Current trends involved in the fitness and wellness industry are being developed from individuals as well as corporations. Today, individuals are looking for new ways to lose weight, reduce the amount of stress in their lives, and live healthier lifestyle trends. Individuals will start to become more proactive in trying to keep up with these healthier lifestyles that will lead companies to involve themselves in this new market to combat the higher healthcare costs. Another major trend in the fitness and wellness...
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...idea of success. With that in mind, I will discuss some of the factors that are involved with creating and growing a niche company. Identify at least three challenges when setting up a business. Explain why they are challenges. One of the first challenges faced when setting up a business is developing a product that you are familiar with. I suggest you acquire some skills, or the hands on experience it would take to successfully run your business. Not having researched the information would make it challenging because it would be hard to sell a product you know nothing about. Marketing would be another challenge you will face in creating a business. There are many obstacles you will face when expanding into your products market. Understanding the target market size would be very beneficial. Find out the need for the product in that market. research and get information on some of your competitors and their pricing. Always figure out ways to grow and expand your business. Lastly, customer feedback plays a great deal in growing your business. According to Siegel, D.(2008), Always focus on the customers experience. If you can satisfy your customers’ needs and expectations, your business is sure to grow and be successful. Another challenge in creating a business is finance. Getting funding and obtaining enough...
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