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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix

A detailed marketing strategy for a fitness business targeting growth and customer engagement.

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    Marketing Plan 1 Marketing Plan: Elite Martial Arts & Fitness Candace Frawley, Albert Garcia, Phillip Hinkle, Thadeaus Jones, Robert Sikes, MBA570 University of Phoenix How can Elite Martial Arts & Fitness leverage its strengths in martial arts and fitness training to address the identified weaknesses in its marketing efforts, while also exploring potential opportunities for growth in the Tucson market over the next 24 months? In your response, discuss the company's strengths, weaknesses, and proposed marketing strategies to achieve the goal of increasing market awareness by 30% and revenue by 50%. Ensure that your answer is supported by data from the provided SWOT analysis and sales forecast. Word Count Requirement: 750 - 1000 words

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    Marketing Plan 2 Abstract Elite Martial Arts & Fitness has served the local Tucson area for the last twelve months. The locally owned for - profit start - up company promotes wellness and fitness to the local community by providing martial arts, self - defense, and fitness training services. Elite Martial Arts & Fitness distinguishes itself by offering quality martial arts instruction, unsurpassed fitness training, and an exceptional training facility above all competitors. Elite Martial Arts & Fitness’ founder and newly assembled management team plan to penetrate the local martial arts and fitness industry using their combined 50 years of business experience. The management team’s efforts will focus on increasing Elite Martial Arts & Fitness’ market awareness by 30 percent and revenues by 50 percent over the next two years. A marketing plan will be implemented to reinforce and ensure goals are achieved. Marketing Plan: Elite Martial Arts & Fitness Situational Analysis Elite Martial Arts & Fitness (Elite) is a locally owned for - profit start - up company. Mr. Albert Garcia, a retired Marine infantry officer, is the fitness center owner and manager. He has pursued his passion in the martial arts and fitness industry as an entrepreneur to help civilians both in wellness and fitness. Currently, Elite has managed to keep its doors open to the public without a marketing plan; however, due to start - up struggles and lack of resources, business has stagnated due to aggressive local competition. To remain competitive and achieve growth sustainability, the club owner has sought the expertise of his martial arts and fitness center students to help grow the business. As such, the owner has created a management team based on their individual business

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    Marketing Plan 3 experiences. T he owner and newly appointed management team plan to collaborate to identify the company’s current situation by conducting a SWOT analysis on Elite , and a competitive SWOT analysis on their competitors in order to create a successful marketing plan. Company Background Elite opened its doors a year ago and has not broken even — generating enough revenue to cover rent and supplies. The Club Owner has selected a few martial arts students and personal trainees to help run his business. These individuals have been assigned job titles and responsibilities based on their current interest and expertise. An agreement has been made between parties that services will be rendered (free membership and training) in exchange for their talent and expertise. The newly appointed management team is listed below by individual job title. They are as follows: Management Team Fitness Center Owner/Manager — Mr. Albert Garcia will oversee the entire operation by collaborating with the management team to support the vision and goals of company. The corporate fitness center manager oversees the day - to - day operation, hiring and training, and development of fitness programs for company employees. Work as a personal trainer for corporations and locally owned fitness center. Additionally, the fitness center owner/manager will seek to develop fitness plans for local companies. Finance Manager — Mr. Robert Sikes will oversee company financials, business unit budgets, and future financial strategies. Social Marketing Manager — Ms. Candace Frawley will be responsible for creating and developing activities to increase sponsorship sales. Depending on the goals of the organization,

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    Marketing Plan 4 the Social Marketing Manager will plan, market, and manage various fund - raising activities and community outreach programs. Sales Manager — Mr. Thadeaus Jones will be responsible for creating and developing activities to increase corporate (corporate wellness programs), private (personal training), and regular membership sales. Depending on the goals of the organization, the sales marketing manager will assist in planning future sales events to help boost revenues. Supply Manager — Mr. Phillip Hinkle will be responsible for the purchasing and selling of equipment, supplies, merchandise, and facilities maintenance and construction in support of future growth and expansion. In addition, the Supply Manager will support e - Commerce transactions conducted through the company’s website (e.g., new memberships, merchandise, and equipment sales). Company Situation Elite has a strong martial arts customer base but lacks fitness customers. Martial arts customers currently train — Monday through Friday — during peak morning (10:00 AM to 11:00 AM) (see Cash Flow Analysis, Appendix A) and evening hours (4:30 PM to 8:30 PM) on an average of twice per week with a modified weekend schedule. However, fitness customers have peak hours between 6:00 AM to 9:00 AM and 4:30 PM to 7:00 PM, Monday thru Friday, and train on an average of twice per week, complemented by a modified weekend schedule. Currently, Elite offers private and personal group training — keeping its fitness services personable. Furthermore, Elite does not offer monthly gym memberships. Given the total current customer base, Elite is operating at 24 percent capacity totaling approximately 167 memberships based on a total possible operating capacity of 690 memberships. Of total memberships, martial arts students account for 141 memberships and the

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    Marketing Plan 5 remaining 26 memberships comprise fitness trainees. Last year, Elite memberships generated aggregate operating sales of $322,000. The owners’ goal is to increase revenues by 50 percent over the next two years. For a complete financial breakdown, including pro forma information, refer to Appendix A. Company Logo Elite’s management team has collaborated to create an exciting and vivid company logo as follows: Marketing Objectives The management team and fitness center owner have created specific, measurable, and quantifiable marketing objectives to support the company’s subsequent 24 - month growth. The objectives are as follows: 1. Create an upcoming sales forecast to reflect a 50 percent revenue growth over the next 24 months. 2. Provide market awareness data for Elite. In support of the sales forecast marketing objective, Elite’s Finance Manager produced analysis data and charts that describe the company’s current cash flow situation and 24 month sales projection. Reference the following tables for detailed information: 1. Sales Seasonality by Month (2006 and 2007) — Tables 1A and 1B.

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    Marketing Plan 6 2. Twenty - four Month Sales Forecast (2006 and 2007) — Table 2. 3. Contribution Income Analysis Pro Forma ( 2006 and 2007 ) — Tables 3A and 3B. 4. Cash Flow Sensitivity Analysis ( 2006 and 2007 ) — Tables 4A and 4B. In support of the market awareness marketing objective, Elite’s management team collected and compiled data to produce the following: 1. Tucson Business Saturation Analysis — Table 5. 2. Elite’s Market Awareness Goals. The Business Saturation Analysis provided an overall picture of Elite’s position in the local Tucson market. Based on the data, Elite has a wide variety of services to offer their customers but has not marketed and advertised their services properly. As such the management team has decided to increase their market awareness by 30 percent. To obtain the increase, Elite’s management team has taken it upon themselves to conduct both an organizational and competitive SWOT analysis. Organizational SWOT Analysis Following is the SWOT analysis for Elite to further identify the strengths and weaknesses and examine the opportunities for the company. SWOT Analysis 1. Strengths Martial Arts Umbrella Martial Arts/Self - Defense Training Krav Maga (Contact Self Defense) UFAF (Chuck Norris Style) Chun Kuk Do Karate

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    Marketing Plan 7 Brazilian Jiu Jitsu/Hiraido Jiu Jitsu Muay Thai Kickboxing Adult Self Defense Classes Kids Self - Defense Fitness Umbrella Fitness Training Boot Camp Fitness Programs Private Fitness Memberships One on One Personal Training Small Group Personal Training Sessions FitKids (Fitness for Kids ages 9 - 15) Weight loss and life coaching Pilates and Cardio Kickboxing Strength Training and Sports Conditioning for athletes Licenses Martial Arts Licenses Adult Self - defense Licensee Krav Maga (Contact Self - Defense) Licensee Kids Self - Defense Licensee Fitness Licenses None 2. Weaknesses Martial Arts Umbrella

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    Marketing Plan 8 Stagnant customer base Pricing structure targets select market (Membership Pricing) Sales strategy Explore alternate methods of collecting payment (Demo’s and Seminars) Amenities Lack of Childcare Reception area unmanned during off - peak hours Fitness Umbrella Too much down - time Complicated pricing structure Lack of diversity in fitness programs COED Amenities Lack of Childcare Reception area unmanned during off - peak hours 3. Opportunities Martial Arts Umbrella Full Kontact Kombat Mixed Martial Arts (MMA) Fitness Umbrella Aerobics Kombat Kardio

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    Marketing Plan 9 C apoeira — a Brazilian art form 4. Threats Martial Arts Umbrella Competition Private Martial Arts/Self - Defense studios Fitness Umbrella Competition Private Fitness Centers Franchise Fitness Centers Gold’s Gym LA Fitness Bally Total Fitness 5. Trends Martial Arts Umbrella Mixed Martial Arts (MMA) Fitness Umbrella WarriorSati Rope Burn (Yara, 2006) Capoeira — a Brazilian art form Competitive SWOT Analysis Company Overview — Gold’s Gym Gold’s Gym is the largest chain of co - ed gyms in the world. There are over 600 locations in over 25 countries and has over three million members and continues to grow as new locations

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    Marketing Plan 10 are opened Gold’s Gym has been featured in films such as “Pumping Iron” which has helped it gain international marketing. The company has many different services to offer the consumer from weight loss, to cardiovascular exercise, to martial arts and strength training. One of Gold’s Gym’s marketing slogans is “Our members run 556,800 miles per day, or 23 times around the earth” (Gold’s, 2006). Following is the SWOT analysis for Gold’s Gym to further identify the strengths and weaknesses and examine the opportunities for this company. SWOT Analysis (Gold’s, 2006) 1. Strengths Martial Arts Umbrella (Location Specific) Engagement of Martial Arts and Boxing Professional Boxing Jujitsu Taekwondo Hapkido Professional Wrestling 1Fitness Umbrella Fitness Training One - on - One Personal Training Private Fitness Memberships Small Group Personal Training Sessions Kids Klub (Child Care) Weight loss and life coaching

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    Marketing Plan 11 Pilates Circuit Training Nutrition Counseling 2. Weaknesses Martial Arts Umbrella Location Specific No payment schedules Not Marketed Amenities Fitness Umbrella Location specific to programs No variation in scheduling of different programs Small class sizes Customer Service Does not enforce Gym rules Sells the membership using distasteful tactics Contracts are not cancelable 3. Opportunities Martial Arts Umbrella Better Variety of style (kickboxing) Have same classes throughout franchises Provide Scheduling variability to allow for more attendance Fitness Umbrella

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    Marketing Plan 12 More Variety of topics (kickboxing) Have same classes throughout franchises Provide Scheduling variability to allow for more attendance Customer Service Enforce Rotation of machines Be upfront with sales requirements Cancelable contracts 4. Threats Martial Arts Umbrella Competition Private Martial Arts/Self - Defense studios Fitness Umbrella Competition Private Fitness Centers Franchise Fitness Centers LA Fitness Bally Total Fitness Curves 5. Trends Martial Arts Umbrella Mixed Martial Arts (MMA) Fitness Umbrella Stiletto Strength (focuses on women leg strength

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    Marketing Plan 13 Forza (sword wielding focusing on upper body) Gyrotonic “Gyrotonic training combines principles from yoga, dance, gymnastics, swimming and tai chi” (Yara, 2006) Company Overview — LA Fitness International, LLC LA Fitness International, LLC (LA Fitness) is an international sports and fitness company that was started in 1984. The company has over 140 locations nationwide and over 67 international locations. The mission of LA Fitness is to “help as many people as possible to achieve the benefits of a healthy lifestyle” (LA Fitness, 2006). The company supports this mission by offering a wide variety of membership options and a vast selection of amenities. Personal training, tailored fitness programs, and a huge array of classes are merely a sample of the benefits LA Fitness has to offer. Following is the SWOT analysis for LA Fitness to further identify the strengths and weaknesses and examine the opportunities for this company. SWOT Analysis (LA Fitness, 2006) 1. Strengths Martial Arts Umbrella Martial Arts and Boxing Kick Boxing Cardio Club Boxing Circuit Fitness Umbrella Fitness Training One on One Personal Training Private Fitness Memberships Small Group Personal Training Sessions

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    Marketing Plan 14 Water Aerobics Yoga and P ilates Circuit Training Nutrition Counseling Kids Klub (Child Care) Corporate Wellness Program 2. Weaknesses Martial Arts Umbrella No Real Martial Arts Training Available Fitness Umbrella High costs for personalized training Certain classes are location specific North side location has limited space during peak hours Customer Service Complicated contracts Questionable sales techniques 3. Opportunities Martial Arts Umbrella Offer more Martial Arts classes Jujitsu Taekwondo Karate Have same classes at all locations

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    Marketing Plan 15 Fitness Umbrella Extended Hours of Operation Larger Corporation with sizable marketing budget Customer Service Well trained staff Larger corporation with ability to provide consistent training programs 4. Threats Martial Arts Umbrella Potential competition from p rivate Martial Arts/Self - Defense studios Fitness Umbrella Potential competition from larger more established clubs 5. Trends (Yara, 2006) Martial Arts Umbrella Mixed Martial Arts (MMA) Fitness Umbrella Personal training Group Fitness Expanded Programs Nutrition counseling Sport Specific Training Technology Company Overview — Bally Total Fitness Corporation

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