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Marketing Business Plan Essay

3292 words - 14 pages

Marketing Business Plan
Marketing Management
9-2-13

Truly Fit will be a community fitness center intended to help residents of Wellsville, New York and the surrounding communities to practice strength and conditioning programs to improve their health and better their lifestyles. It is intended for people of all shapes and sizes, from the highly specialized body builder to the elderly trying to maintain use of crucial muscles that may weaken with age. This fitness center is, by design, broad, general and inclusive. We will not specialize in one particular wellness routine or program, we will generalize in order to welcome all people. Athletic improvement in sports, achieving ...view middle of the document...

The creative will help Truly Fit achieve immediate goals including awareness and promotion through the Grand Opening Ceremony and ongoing marketing campaigns. In addition, a significant goal is to steadily increase memberships through the use of a creative strategic marketing campaign. In the long-term, the creative established now will set the groundwork for campaigns to follow.
Customer Needs
Truly Fit seeks to provide its clients with a facility that will meet their personal and specific needs and wants, as well as offer the benefits that are currently lacking from other local establishments. Truly Fit will fulfill the following benefits that are important to its customers:
Customized: Truly Fit will offer a totally customized solution for each person and family. It will have a variety of membership options that are flexible to suit each individual’s lifestyle.
Convenience: Customers will not use the service if it is not convenient. Truly Fit recognizes this and will strive to make its services as convenient as possible for the targeted customer groups. It will be centrally located, with ample parking, offer child care and convenient hours.
Results Oriented Strategy: Truly Fit will need to help its clients see results in order to attract and maintain memberships. Truly Fit will strive to address all of the customer needs and provide them with significant value.
Executive Summary
It is our mission to provide the best facilities, staff, and equipment, to fully meet the various fitness and athletic needs of our members and the community. Truly Fit is determined to create an unmatched community atmosphere that will add to the enjoyment of every member and employee of the facility. Dedicated to the community, Truly Fit strives to support and sponsor community events, as well as host them whenever possible. Our hope is that through the use of our facility, people will find a new enjoyment and appreciation for health, fitness and sports. By using our facility, it is our goal to enhance one’s well-being.
Trends
Based on research of the overall fitness industry, it has been shown that there is a definite shift from the ordinary workout session (weights and running) to group sessions. These workouts have proven to be more effective and enjoyable for participants. This also would be effective for Wellsville.
Another trend in fitness has been the inclusion of gym memberships through employers as a part of the total compensation package. As fitness memberships have become more a common element in working Americans’ lives, companies have begun to incorporate membership as part of their benefit package for employees. Similarly, health insurance companies have also begun offering free or reduced memberships to fitness centers. Truly Fit may leverage these factors to hopefully gain more members through small businesses and corporations in the area.
Competitive Analysis
The main competitors for Truly Fit are the following:
*Curves for women:...

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