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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Document preview page 1

MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 1

Document preview content for MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix

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

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

Benjamin Fisher
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12 months ago
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 1 preview imageMarketing Plan1Marketing Plan: Elite Martial Arts & FitnessCandace Frawley, Albert Garcia, Phillip Hinkle,Thadeaus Jones, Robert Sikes, MBA570University of PhoenixHow can Elite Martial Arts & Fitness leverage its strengths in martial arts and fitness training toaddress the identified weaknesses in its marketing efforts, while also exploring potentialopportunities 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 thegoal of increasing market awareness by 30% and revenue by 50%. Ensure that your answer issupported by data from the provided SWOT analysis and sales forecast.Word Count Requirement: 750-1000 words
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 2 preview image
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 3 preview imageMarketing Plan2AbstractElite 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 localcommunity by providing martial arts, self-defense, and fitness training services. Elite MartialArts & Fitness distinguishes itself by offering quality martial arts instruction, unsurpassed fitnesstraining, and an exceptional training facility above all competitors.Elite Martial Arts & Fitness’ founder and newly assembled management team plan topenetrate the local martial arts and fitness industry using their combined 50 years of businessexperience. 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. Amarketing plan will be implemented to reinforce and ensure goals are achieved.Marketing Plan: Elite Martial Arts & FitnessSituational AnalysisElite 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. Hehas pursued his passion in the martial arts and fitness industry as an entrepreneur to help civiliansboth in wellness and fitness.Currently,Elite has managed to keep its doors open to the public without a marketingplan; however, due to start-up struggles and lack of resources, business has stagnated due toaggressive local competition. To remain competitive and achieve growth sustainability, the clubowner has sought the expertise of his martial arts and fitness center students to help grow thebusiness. As such, the owner has created a management team based on their individual business
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 4 preview imageMarketing Plan3experiences. The owner and newly appointed management team plan to collaborate to identifythe company’s current situation by conducting a SWOT analysis onElite, and a competitiveSWOT analysis on their competitors in order to create a successful marketing plan.Company BackgroundEliteopened its doors a year ago and has not broken even—generating enough revenue tocover rent and supplies. The Club Owner has selected a few martial arts students and personaltraineestohelprunhisbusiness.Theseindividualshavebeenassignedjobtitlesandresponsibilities based on their current interest and expertise. An agreement has been madebetween parties that services will be rendered (free membership and training) in exchange fortheir talent and expertise. The newly appointed management team is listed below by individualjob title. They are as follows:Management TeamFitness Center Owner/Manager—Mr. Albert Garcia will oversee the entire operation bycollaborating with the management team to support the vision and goals of company. Thecorporate fitness center manager oversees the day-to-day operation, hiring and training, anddevelopment of fitness programs for company employees. Work as a personal trainer forcorporations and locally owned fitness center. Additionally, the fitness center owner/managerwill seek to develop fitness plans for local companies.Finance Manager—Mr. Robert Sikes will oversee company financials, business unitbudgets, and future financial strategies.Social Marketing Manager—Ms. Candace Frawley will be responsible for creating anddeveloping activities to increase sponsorship sales. Depending on the goals of the organization,
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 5 preview imageMarketing Plan4the Social Marketing Manager will plan, market, and manage various fund-raising activities andcommunity outreach programs.Sales Manager—Mr. Thadeaus Jones will be responsible for creating and developingactivities to increase corporate (corporate wellness programs), private (personal training), andregular membership sales. Depending on the goals of the organization, the sales marketingmanager will assist in planning future sales events to help boost revenues.Supply Manager—Mr. Phillip Hinkle will be responsible for the purchasing and sellingof equipment, supplies, merchandise, and facilities maintenance and construction in support offuture growth and expansion. In addition, the Supply Manager will support e-Commercetransactions conducted through the company’s website (e.g., new memberships, merchandise,and equipment sales).Company SituationElite has a strong martial arts customer base but lacks fitness customers. Martial artscustomers currently train—Monday through Friday—during peak morning (10:00 AM to 11:00AM) (see Cash Flow Analysis, AppendixA) and evening hours (4:30 PM to 8:30 PM) on anaverage of twice per week with a modified weekend schedule. However, fitness customers havepeak hours between 6:00AM to 9:00 AM and 4:30 PM to 7:00 PM, Monday thru Friday, andtrain on an average of twice per week, complemented by a modified weekend schedule.Currently, Elite offers private and personal group training—keeping its fitness servicespersonable. Furthermore, Elite does not offer monthly gym memberships.Given the total current customer base, Elite is operating at 24 percent capacity totalingapproximately 167 memberships based on a total possible operating capacity of 690memberships. Of total memberships, martial arts students account for 141 memberships and the
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 6 preview imageMarketing Plan5remaining 26 memberships comprise fitness trainees. Last year, Elite memberships generatedaggregate operating sales of $322,000. The owners’ goal is to increase revenues by 50 percentover the next two years. For a complete financial breakdown, including pro forma information,refer to Appendix A.Company LogoElite’s management team has collaborated to create an exciting andvividcompany logoas follows:Marketing ObjectivesThe management team and fitness center owner have created specific, measurable, andquantifiable marketing objectives to support the company’s subsequent 24-month growth. Theobjectives are as follows:1.Create an upcoming sales forecast to reflect a 50 percent revenue growth over thenext 24 months.2.Provide market awarenessdata for Elite.In support ofthe sales forecast marketing objective,Elite’s FinanceManager producedanalysis data and charts that describe the company’s current cash flow situation and 24 monthsales projection. Reference the following tables for detailed information:1.Sales Seasonality by Month (2006 and 2007)—Tables 1A and 1B.
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 7 preview imageMarketing Plan62.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’smanagement teamcollected 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 thelocal Tucson market. Based on the data, Elite has a wide variety of services to offer theircustomers but has not marketed and advertised their services properly. As such the managementteam 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 andcompetitive SWOT analysis.Organizational SWOT AnalysisFollowing is the SWOT analysis for Elite to further identify the strengths and weaknessesand examine the opportunities for the company.SWOT Analysis1.StrengthsMartial Arts UmbrellaMartial Arts/Self-Defense TrainingKrav Maga (Contact Self Defense)UFAF (Chuck Norris Style) Chun Kuk Do Karate
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 8 preview imageMarketing Plan7Brazilian Jiu Jitsu/Hiraido Jiu JitsuMuay Thai KickboxingAdultSelf Defense ClassesKids Self-DefenseFitness UmbrellaFitness TrainingBoot Camp Fitness ProgramsPrivate Fitness MembershipsOne on One Personal TrainingSmall Group Personal Training SessionsFitKids (Fitness for Kids ages 9-15)Weight loss and life coachingPilates and Cardio KickboxingStrength Training and Sports Conditioning for athletesLicensesMartial Arts LicensesAdult Self-defense LicenseeKrav Maga (Contact Self-Defense) LicenseeKids Self-Defense LicenseeFitness LicensesNone2.WeaknessesMartial Arts Umbrella
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 9 preview imageMarketing Plan8Stagnant customer basePricing structure targets select market (Membership Pricing)Sales strategyExplore alternate methods of collecting payment (Demo’s andSeminars)AmenitiesLack of ChildcareReception area unmanned during off-peak hoursFitness UmbrellaToo much down-timeComplicated pricing structureLack of diversity in fitness programsCOEDAmenitiesLack of ChildcareReception area unmanned during off-peak hours3.OpportunitiesMartial Arts UmbrellaFull Kontact KombatMixed Martial Arts (MMA)Fitness UmbrellaAerobicsKombat Kardio
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 10 preview imageMarketing Plan9Capoeira—a Brazilian art form4.ThreatsMartial Arts UmbrellaCompetitionPrivate Martial Arts/Self-Defense studiosFitness UmbrellaCompetitionPrivate Fitness CentersFranchise Fitness CentersGold’s GymLA FitnessBally Total Fitness5.TrendsMartial Arts UmbrellaMixed Martial Arts (MMA)Fitness UmbrellaWarriorSatiRope Burn (Yara, 2006)Capoeira—a Brazilian art formCompetitive SWOT AnalysisCompany Overview—Gold’s GymGold’s Gym is the largest chain of co-ed gyms in the world. There are over 600 locationsin over 25 countries and has over three million members and continues to grow as new locations
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 11 preview imageMarketing Plan10are opened Gold’s Gym has been featured in films such as “Pumping Iron” which has helped itgain international marketing. The company has many different services to offer the consumerfrom weight loss, to cardiovascular exercise, to martial arts and strength training. One of Gold’sGym’s marketing slogans is “Our members run 556,800 miles per day, or 23 times around theearth” (Gold’s, 2006).Following is the SWOT analysis for Gold’s Gym to further identify the strengths andweaknesses and examine the opportunities for this company.SWOT Analysis(Gold’s, 2006)1.StrengthsMartial Arts Umbrella (Location Specific)Engagement of Martial Arts and BoxingProfessional BoxingJujitsuTaekwondoHapkidoProfessional Wrestling1Fitness UmbrellaFitness TrainingOne-on-One Personal TrainingPrivate Fitness MembershipsSmall Group Personal Training SessionsKids Klub (Child Care)Weight loss and life coaching
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 12 preview imageMarketing Plan11PilatesCircuit TrainingNutrition Counseling2.WeaknessesMartial Arts UmbrellaLocation SpecificNo payment schedulesNot MarketedAmenitiesFitness UmbrellaLocation specific to programsNo variation in scheduling of different programsSmall class sizesCustomer ServiceDoes not enforce Gym rulesSells the membership using distasteful tacticsContracts are not cancelable3.OpportunitiesMartial Arts UmbrellaBetter Variety of style (kickboxing)Have same classes throughout franchisesProvide Scheduling variability to allow for more attendanceFitness Umbrella
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 13 preview imageMarketing Plan12More Variety of topics (kickboxing)Have same classes throughout franchisesProvide Scheduling variability to allow for more attendanceCustomer ServiceEnforce Rotation of machinesBe upfront with sales requirementsCancelable contracts4.ThreatsMartial Arts UmbrellaCompetitionPrivate Martial Arts/Self-Defense studiosFitness UmbrellaCompetitionPrivate Fitness CentersFranchise Fitness CentersLA FitnessBally Total FitnessCurves5.TrendsMartial Arts UmbrellaMixed Martial Arts (MMA)Fitness UmbrellaStiletto Strength (focuses on women leg strength
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 14 preview imageMarketing Plan13Forza (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, LLCLA Fitness International, LLC (LA Fitness) is an international sports and fitnesscompany that was started in 1984. The company has over 140 locations nationwide and over 67international locations. The mission of LA Fitness is to “help as many people as possible toachieve the benefits of a healthy lifestyle” (LA Fitness, 2006). The company supports thismission 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 ofthe benefits LA Fitness has to offer. Following is the SWOT analysis for LA Fitness to furtheridentify the strengths and weaknesses and examine the opportunities for this company.SWOT Analysis (LA Fitness, 2006)1.StrengthsMartial Arts UmbrellaMartial Arts and BoxingKick Boxing CardioClub Boxing CircuitFitness UmbrellaFitness TrainingOne on One Personal TrainingPrivate Fitness MembershipsSmall Group Personal Training Sessions
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 15 preview imageMarketing Plan14Water AerobicsYoga and PilatesCircuit TrainingNutrition CounselingKids Klub (Child Care)Corporate Wellness Program2.WeaknessesMartial Arts UmbrellaNo Real Martial Arts Training AvailableFitness UmbrellaHigh costs for personalized trainingCertain classes are location specificNorth side location has limited space during peak hoursCustomer ServiceComplicated contractsQuestionable sales techniques3.OpportunitiesMartial Arts UmbrellaOffer more Martial Arts classesJujitsuTaekwondoKarateHave same classesat all locations
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MBA570 Marketing Plan: Elite Martial Arts & Fitness University of Phoenix - Page 16 preview imageMarketing Plan15Fitness UmbrellaExtended Hours of OperationLarger Corporation with sizable marketing budgetCustomer ServiceWell trained staffLarger corporation with ability to provide consistent training programs4.ThreatsMartial Arts UmbrellaPotential competition from private Martial Arts/Self-Defense studiosFitness UmbrellaPotential competition from larger more established clubs5.Trends(Yara, 2006)Martial Arts UmbrellaMixed Martial Arts (MMA)Fitness UmbrellaPersonal trainingGroup FitnessExpanded ProgramsNutrition counselingSport Specific TrainingTechnologyCompany Overview—Bally Total Fitness Corporation
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Document Details

University
University of Phoenix
Course
MBA 570
Subject
Marketing

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