This assessment is based on an imaginary case study which will focus on your abilities to develop and evaluate a basic marketing plan
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Fitness First (http://www.fitnessfirst.com.au/find-a-club/ ) currently consists of five fitness centers throughout Sydney, Australia. Their goal is to expand to around 20 centers in Sydney before expanding country wide. Currently, most of their fitness centers are operating at only 60% capacity. This means that they will greatly benefit from more customers (as most of their costs are fixed costs – in premises and equipment). As a result, they have budgeted just over $1m (which is a substantial amount for them) for an upcoming marketing and promotional campaign. Their problem is that they are faced with too many choices and are unsure how to structure their campaign. That’s why they need your help/advice.
They have identified five different segments of people that are attracted to joining a fitness center. These segments are:
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Name of Segment |
Needs |
Profile |
Proportion of Market |
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Looking Good |
This group is attracted to improve the physical look of their body |
On average, this group is aged 18 to 35 and tend to be fairly dedicated to fitness – but they also like to indulge into unhealthy habits like cigarettes. |
30% |
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Losing Weight |
As the name suggests, this group is attracted to a fitness center to help them with their weight loss goals |
This group is slightly older, around 30 to 45 years. Their fitness dedication seems to go in cycles (that is, up and down) |
20% |
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Just Surviving |
This is a relatively new segment. They view fitness as vital to long-term health and work out to help make their day-to-day life easier |
This group is predominately aged 50 years plus. They don’t have ambitious goals, and are happy to do a light work out a few times a week |
10% |
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Among Friends |
This group see fitness center as a great place to make friends and meet people. |
This group mostly consists of females aged 25 to 40 years, who work part-time (due to children). They are reasonably committed to fitness, even though it is their secondary motivation |
30% |
|
Pushing the Boundaries |
These people use fitness centers to help them achieve goals in other areas (that is, they play top level sports, or engage in extreme or endurance sports |
This group is mainly aged under 30 and are extremely committed to their fitness goals, even though they may only use fitness centers on an ad hoc basis |
10% |
The firm is also unsure about what type of message they should communicate and the best way to present that message. To help them with their decision, they have constructed the following:
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Name of Segment |
Best Appeal/s and Message |
Best Source/s |
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Looking Good |
Rational – best equipment and staff Looks mainly – ‘want to look like this’? |
Fitness Instructor Real customer |
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Losing Weight |
Fear – risks of being overweight Emotional – ‘take care of yourself’ |
Expert/doctor Actor (little overweight) |
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Just Surviving |
Two-sided – ‘now that you’re older’ Humor – ‘I used to hate to work out’ |
Real customer Older celebrity |
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Among Friends |
Emotional – ‘where you belong’ Humor – having fun |
Actors (group of friends) Staff and real customers |
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Pushing the Boundaries |
Rational – become fitter/faster Fear – ‘your competitor trains here’ |
Spokesperson (face of firm) Actors (fit looking people) |
And, of course, the firm hasn’t even considered the question of which media vehicles they should use. However, given their fairly limited budget, they are most likely restricted to:
- Radio advertising
- Local paper advertising
- Local cinema advertising
- Internet ads
- Shopping mall promotions
- Letterbox drops
- Billboards
- Taxis and buses
- Publicity
- Customer referral incentives
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P4 – Produce and evaluate a basic marketing plan for an organisation.
Task 1 (P4 – LO3) – Using the information from the above given case study as your framework and point of reference, produce and evaluate a basic marketing plan by choosing 2-3 segments (that are related) to create just ONE marketing plan for Fitness First.
Evidence Format: Paragraph format only.
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Grading Criteria |
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Learning Outcome |
Specific Criteria |
Assessor’s Decision & Comments |
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LO3 – Develop and evaluate a basic marketing plan. |
P4 – Produce and evaluate a basic marketing plan for an organization.
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LO3 – Develop and evaluate a basic marketing plan. |
M 4 – Merit will be awarded if in the response for task one, a student produces a detailed, coherent evidence-based marketing plan for Fitness First. |
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LO3 – Develop and evaluate a basic marketing plan. |
D 2 – Distinction will be awarded if in the response for task one, a student accurately applies all 7Ps of marketing to achieve the overall objectives of Fitness First.
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Source of Information:
American Marketing Association – www.ama.org
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· Use a standard business report structure.
· Word process the report.
· Use 12 point Arial or Times New Roman script.
· Use the APA Referencing style system
· Complete the title page and sign the statement of authenticity.
· Your assessment should be submitted along with a soft-copy in the form of an attachment to an email. Assessments submitted without a soft-copy will not be accepted.
· You must submit a Turnitin report along with the hard copy of your assessment. The report should not exceed 10%.
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Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution.
Examples of forms of plagiarism include:
• The verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;
• The close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;
• Unacknowledged quotation of phrases from another’s work;
• The deliberate and detailed presentation of another’s concept as one’s own.
All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.
Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorized co-operation between a student and another person in the preparation and production of work which is presented as the student’s own.
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If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.