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Marketing Plan for Fittness Center

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Table of Contents


1. Background 3

2. Strategic Focus and Plan 3

• Mission Statement 3

• Goals 3, 4

• Competitive Advantage 4

3. Situation Analysis 4

• SWOT Analysis 4, 5

• Company Analysis 5

• Customer Analysis 5, 6

• Industry Analysis 6

4. Market-Product Focus 6

• Marketing and Product Objectives 6, 7

• Market-Product Grid 7

• Products 7, 8

• Target Market 8

• Point Difference 8, 9

• Positioning 9

5. Marketing Program 9

• Product Strategy 9, 10

• Price Strategy 10

• Promotion Strategy 10, 11

• Place Strategy 11

6. Financial Projections 11, 12

• Break-even Analysis 12

7. Organization 12

8. Implementation Plan 12

9. Evaluation and Control 12

• Possible Deviations 13

• Possible Solutions 13


• Appendix A: Fitness Avenue Business Sector Price 14

• Appendix B: Fitness Avenue Individual Price 15

• Fitness Avenue’s Grand Opening Flyer 16

1. Background

Fitness Avenue will serve a suburban area in Philadelphia, PA, where many of upper middle class people live. Our goal is to help them to become more productive, while lowering their overall costs with innovative wellness programs. Our business is based on two simple facts; healthy employees are more productive than chronically ill employees and it costs less to prevent injuries or illnesses than to treat them after they occur.

At Fitness Avenue, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected. These traditional efforts are what we call “reactive”; which mean that they wait until after the worker has been stricken with illness or injury, and then pay for the necessary treatments. Our approach, which emphasizes prevention and good health promotion, is much more proactive.

By helping customers change their behavior patterns and choose more healthy lifestyles, Fitness Avenue will lower companies' health care expenditures, while raising worker prolificacy. Health care expenditures will decrease due to reduced medical insurance premiums, reduced absenteeism, reduced worker's compensation claims, reduced tardiness, shorter hospital stays, and more.

The state of America's health care crisis, coupled with current demographic changes, threaten to not only exacerbate the crisis, but further erode worker productivity as well. These environmental factors coupled with the local competitive situation signal a favorable opportunity in this market. We feel the time is right for Fitness Avenue.

2. Strategic Focus and Plan

This portion of our marketing plan focuses on the strategic planning of Fitness Avenue to make it a successful business. There are three areas that we will talk about: mission statement, economic and non-economic goals, and competitive advantage.

Mission Statement:

To help people live healthy and enrich their daily life.



1. To break-even in profits versus losses within the first 3-4 years of business.

2. In six years, achieve a 20%-28% profit from the services we provide.

3. Each year, increase market

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