Developing a Marking Plan Assignment Sample

ASSIGNMENT

Task 1: Devise Marketing Strategies 

Emu Strategic Marketing Review 

Evaluate marketing opportunity options 

It is evident from the marketing review of Emu Fitness that it is a privately owned health club comprising basically of 1,000 active members in each of the center. The main marketing objectives for Emu Fitness lies in the development of the marketing objective as the following which is as mentioned as under: 

• Developing an innovative and fitness classified service that requires several product or service on the behalf of Emu Fitness 

• The innovative offering on the basis which is required for increasing the gross revenue count along with some of the higher proportion of 10 percent by each of the fitness center. 

There are various scope of opportunities that are generated for Emu Fitness which is provided for developing the marketing strategies and achieving the direction of Emu Fitness and it can be said that the development of the strategies are formulated with the capability of organization that can be used to achieve the opportunities and also involves the analysis and organization for its environment as well as the development of the opportunities so as to ensure that there are proper facilitation and management of opportunities. The opportunities are mentioned as under: 

• Product expansion: There are various strategies that are seen by Emu Fitness in order to increase its business and they are to increase the challenges in their business so that an expansion in the business and product offerings can be seen. Emu Fitness is a privately owned health club which comprises of a healthy number for their active members in each and every center and they serve as a minor player in the segment of sport and fitness. Their vision is now to improve their services by the expansion of the product and analysis of the development and organization.

• Improving business: The aim of Emu Fitness now lies in increasing the fitness trend that is seen in industry in order to gather the trend of fitness in industry and comprises of wearable health and fitness devices for its related apps. The company now aims to increase its business in the fitness and health monitoring systems by increasing some of the bootcamp analysis and the customized daily meal delivery. 

• Enhanced quality: Since, Emu Fitness does not have a direct number of competitors so their aim now is to attract current market space in the following products and services. The Emu Fitness now aims to customize the daily meal delivery services and a commencement of health bar which will be located in the health club premises and freshly made meals, snacks which can lead to some of the finest organic health products that will eventually lead in additional revenues. 

• Increase in the number of customers: The core values are seen to have mission in the engagement along with the community and the main aim lies in providing innovative health clubs that can deliver various cutting edge fitness and some of the lifestyle programs for motivating people of certain ages, backgrounds and abilities who can lead in some of the active and healthy lifestyle and can provide quality fitness and wellness services. 

 There must be some of the evaluation of the opportunities which will be based on the level of risks and returns that must be there in the terms which will be related in the terms of expected benefits which will be done in the qualitative terms. The risks which are seen in these particular type of factors are seen as the customer dissatisfaction and the low staff morale which can be witnessed. The main kind of risk that can be witnessed is that as mentioned above, the company aims to increase its business and enhance the quality of work and the services that they provide, however the company already has dissatisfaction level of the customers and there is also lack of maintenance which is seen along with the equipment and the facilities. So this can serve as a risk to the business, as the business risk is the exposure for the company and organization as it will lower some of the profits and it will also lead it to fail hence all of the plan for the company will deteriorate. The business also threatens the ability of the company and will also meet some of the target and achieve the financial risk in the business. There are various risks that can occur from the variety of sources and the company and the manager must be blamed from these sources in the firm for the regulations in the overall economy. The business risk is ultimately associated with the overall operation of the entity of business and there are several things that require impairing the ability which can be used to provide it along with the investors and the stakeholders for having some of the adequate returns. 

Develop marketing strategies that address the strengths and opportunities

Improvement of the quality assurance through accessing the VET qualifications for trainers and distance coaching can be used so as to maintain the customer service satisfaction and can also provide some of the opportunities for the purpose of growth in their careers. The marketing opportunity that has been chosen and taken into consideration is improvement of services and product expansion. The business risk is associated with the overall operation for the business entity which can be used to provide investors and stakeholder for some of the adequate returns. The Emu Fitness has the low brand awareness and a low brand image that shows a value of current target segments. There are no improvements in technology that can be used along with the continuous improvement so the customers will face a lot issues and this increase in the number of customers will lead to more number of dissatisfied customers. The new and improved products will eventually fail and the business will have to suffer and it will then lead to various issues in the business. The company also aims to increase the level of online health coaching which is given and with the advent of technology there will be a popularity in the online health coaching for the rapid increase which will eventually rise in the allowing the people to get personalized support and communication with the online methods such as Skype, email, zoom etc. However, it has been mentioned that company is not much advanced in technology so the company will suffer in the direct terms leading to various dissatisfied customers. 

Develop strategies to close gap between capabilities and marketing objectives 

The gap analyses are there for the capabilities and the marketing objectives and it suggests that the company has high hopes in increasing the business and various development processes are also there but will eventually fail in flourishing the business as there are gap areas that needs to be addressed and they are as following: 

1. Technology barrier and weak online presence: The Company has various technology issues such as no advancement in technology and striving of business for the threats in the business for the crucial new business chain. This will enable in risking the business for exposing the company to various kinds of risks such as financial risks for the investments that has been made and minimizing of the business for the capital structure and creates financial obligations. The customers are bombarded with some of the marketing messages that will lead to the customers feeling unsatisfied. 

2. Low brand awareness: The brand should stand out from the usual crowd and the customers must get the advantage for taking the services from a company whose brand is recognized and customers and trust reviews and testimonials from the people that are created from the brand. Brand awareness is an important part for the decision making process as the marketing and its efforts are important for increasing the presence and enhancing the brand recognition and increased sales for building the brand awareness and creating an identifiable logo along with the distinct brand and its message. 

3. Low number of clients for the online business: The company lack in technology and marketing and due to this there is poor service that is provided to the customer and it creates in eventually leading some of the options which will provide a service experience that is bad leading directly to customers in treating well a firm which will create the experience of customer to the decisive factor in surpassing the product factors and will create a customer experience that is important for the business leading to the loss of customers. Emu Fitness must increase their services that are provided for the expectations of customers that must not lead in annoying the customers. 

4. Dropping sales revenue: The net profit of a company can be described by the left over money which is there for the business which is small and the business can be used to pay off the debts in operating the costs for the given month that will lead as the sign for a business that is healthy and can indicate the problem in variety of areas for the method of production and will impact the financial welfare for each and every person who is involved in this sort of business. This showcases sign of inefficiency and can drag the business in the revenue stream which will lead to produce fewer goods or accomplish fewer tasks that will also decline the net profits so as to be an indicator for the company in operating at an efficiency that is at peak. 

Develop feasible marketing strategies and justify their selection 

• The feasibility that has been done so as to identify the marketing strategies for the factors such as fit-for-purpose along with the strategic direction of organization can be used along with the organization experience and resources as the reason such as current operating hours can be used for believing in the difficulty for the high quality and the experienced personal trainers along with the number of classes at the times where the competitors must also provide a proper format for the trend analysis which suggests that the wearable health and the fitness industry must be classified as the group training programs, health bar, training and employment for the physio-gym culture. 

• The online health coaching can also be used along with the factors where the popularity for the online health coaching can be increased rapidly by allowing the people who will be receiving the personalized nutrition and training support for some of the remote communication and including wide range of classifications. According to the intention survey there are around 84 percent of the customers who are interested in the wearing health and fitness device apps which will track their everyday movement and will also lead in classifying their workout hours. The other highest interest rate for the people are that for the training and professional development, giving a proportion of 92 percent.

•  The main threat that can be identified from this is that this brand is not that recognized and there are already variety of fast-growing health, fitness and wellbeing which is related to the IT gadgets and apps. The another threat from this can be concluded from that of the availability of the wide range for the free health and wellbeing resources which is there on Internet that can teach the people how to exercise and eat properly by giving them the flexibility not to pay any of the thing. The advent of technology has made all of this easy and as a result Emu Fitness will suffer up to some extent. 

Develop a marketing performance review strategy 

There are various frameworks that can be utilized in providing a performance measurement framework that will provide consistent approach to the systematic analysis so as to utilize the reporting in performance of the management reporting that will enable and describe some of the marketing objectives for it to include and describe for the four dimensions such as:

1. Improvement of the product: The strategies that can be used for the Emu Fitness can be used in increasing the active members for the marking of the objectives and for the description of the dimensions on the basis which will increase and create the objectives of market as per the metric can state that will enable the staff in the professional development so as to maintain the customer service and will also serve to provide the service for the growth in career. 

2. Improvement of product: A healthy number of active members must be used in the product for the creation and expansion in the segment of sports and fitness. 

3. Enhanced quality: The number of competitors is tending to increase so the attraction of market space must be utilized which will support the delivery related services provided by the health premise. 

4. Increase of customers: The staff is held accountable for maintaining the unique aspects of product and individual clients for increasing the stability of individual clients in the corporate business. The potential for increasing various services must be used that will enable the awareness programs that will lead to other factors related in leading lifestyle that is necessary and will stimulate and stagnant the regular exercise practices for following the balanced diets.

Task 2

2.1 R 1. 

Ans1 – There will be a development of the tactical marketing plan which will be used as appropriate software that will include the following plan such as: 

1. The website will be created as a user friendly, which will be easy to navigate and browse from. There will be easy client portals available for login purpose and making payment. 

2. We can update the gym details on a local “SEO” particularly used for gym purposes. This will enable the users to not only search the details of the gym from the site but will also ensure the comparison between two brands. 

3. Lastly, video content marketing can also be done (Vien, 2015), by posting videos of the already enrolled clients in the gym, during their work out sessions. This will help in reflecting the professionalism and methodical approach followed by us in our gym. 

Ans2 - A user friendly website portal will be created, which will be easy to access (Tattrie, 2016). With help of key words like “gyms near me”, the SEO portal will enable the client to search for the particular gym nearest to their surroundings. Regular videos of the client sessions during various activities can be made and can be uploaded on the portal to provide visual feedback to the other clients and motivate them to join the fitness club.

Ans3 - 1.For website resources required will be- A responsive web design should be layed out (Gibbs, 2015). It should have dynamic serving so that it can be accessible from all platforms, such as androids, intex-friendly etc.

2. For SEO portal- There should be facility available for conversation, which can be made through various Medias such as newsletters, whatsapp and social media sites (Shenoy, 2016).

3. For Video context marketing- For this purpose the Social media can be chosen as the main platform for deliverance of the same. The social media will provide “n” number of mediums through which the video content can be posted and can engage a large number of population group.

Ans 4 - More cost will be involved in designing the app and webpage so that it is very easy to handle and very approachable to the common masses. The content posting won’t be involving much pricing as it can be managed through a private page or private account on social media sites. 

Ans 5- Web design will be required to create a web page and maintain a firewall security (Mahato, 2016). Special team will be allocated to survey the market and keep track of the likings and disliking’s of the customers. It will also help in keeping track of the competition. Marketing team and content development team will be required to manage the social media content and content posted on these portals as well.

Ans6 - Web designer for the website, Content developer for SEO sites and other website details. Marketing advisor for managing the posting of the contents and promoting the same on various fitness and social media portals.

Ans7- The website designer will ensure the safety of the firewall and will update the website as per the changes required. The content developer will ensure reduction in supplying of falsifying data on the website. He will also help in maintaining the authenticity and security of the data posted on these online portals. 

Ans8- First and foremost the target client population will be selected. The client population will be analyses as per their requirements and will be divided into various sections. Client specific exercise programs will be drafted and the same will be designed in form of informative pamphlets (Moore, 2016). There will be web designing done keeping all these considerations in mind. The user-interface of the website will be designed in a way most efficient and apt for the client to be used. The up gradation of website portals from time to time will be ensured.

Ans9- Regular tracking and updating of the work will be done. The work will be done in accordance to the targets set to be achieved as per division done week wise. There will be certain standard operating procedures followed will executing each task, so that a mannerism is observed while doing the same. 

2.2 R 1. 

Ans1- These tactics can be used to promote the capability of the organization on the larger scale. It will also provide a facility to the client population to compare the brand with other big fishes in the market.

Ans2- By dividing the budget category wise, faithful use of the resources will be ensured (Filiatrault, 2015). The budget will also be allocated as per the needs of the particular task. A larger portion will be reserved for marketing and promoting the brand.

Ans3- If the task will be unattainable the same will be done by in person. The already engaged clients can be provided with lucrative benefits and discounted plans, if they help in recruiting more clients to the brand. Partnering up with other bigger brands (Latif, 2016) can also be done in 50-50 percentage basis and once the progress will be made and losses will be overcome, either the percentage can be reduced or the brand can be re-launched individually.

Ans4- The marketing strategies will also differ in this case scenario. The brand will be promoted in sync and coordination with the parent brand. Specific client age will be targeted for promotions and inclusion in the brand. The website may also include benefits for first time users and it will ensure in focusing out salient features of our brand, setting it apart from the main brand. 

2.3  R 1. 

Ans1 - The legal and regulatory requirement include-

1. honest endorsement of the product and label

2. Clear and non-conspicuous disclosure of the brand.

3. Choosing the correct platform for promoting the brand.

4. Seeking valid approval before moving ahead with the process of marketing (Hrabanski, 2015).

Ans2 - Following ethical considerations are to be followed while devising a marketing plan-

1. Honesty- It should be followed highly in order to maintain the value and integrity of the brand.

2. Fairness- The balance and coordination between buyers and needs and interests should be maintained at all times. There should be no manipulation done while supplying information to the consumers.

3. Respect- While promoting the brand the respect and dignity of the brand as well as individual as a population should be maintained at all times. 

4. Transparency- The channels should be open for all types of communications and constructive criticism that is fed to them while drafting the marketing plan (Paley, 2017).

Ans3 - The brand will be promoted with full transparency, with the website providing with detailed dos and don’ts to the client. Any type of fraudulent activity will be banished from further use of the facilities. Constant survey of the client population as well as other brands will be done in order to promote the brand highly while maintaining its integrity. The brand will be ensured to surface as a customer-oriented brand on priority basis.

Ans4 - 1. Privacy legislation- It gives a freedom to the client to seek their permission before accessing their personal details to be used (Martin, 2017).

2. Anti- spam legislation- Spamming is considered as an unwise business practice. It reduces the malpractice of sending out same information to various clients from one single given portal. It also helps in reducing the crime of duplicity (Ju, 2016)

3.1 R 1. 

Ans1- The motivation behind setting marketing strategies mainly relies on the following pointers-

1. How to discover the motives.

2. How to increase the motive for buying 

3. How to formulate a strategy to promote that buying

4. How to reduce the conflicts between the various motives drafted (Sperandei, 2016).

It should also be centred on increasing the sale of the product and brand as a whole. Should ease in increasing the awareness of the brand and should aid in reducing the myths and disbeliefs surrounding the same. It should also aim at promoting the brand and launching it in a more magnified manner in comparison to the competitions present in the market. The goals set should be “SMART” in features (Bowman, 2015). They should be “Specific” to the main goal aimed to achieve. They should be “Measurable” in nature so that they can be quantified as per the needs of the marketing plan. They should be “Achievable”, in the retrospect that they should be physically attainable in nature. The goals should also be “Realistic” as they so that an affirmative approach and resources can be used for the deliverance of the targets. Lastly they should be devised keeping the “Time” factor in consideration, which will allow timely planning and execution of these goals defined.

Ans2 - SWOT analysis of the marketing plan is needed direly (Gürel, 2017). The choices of the marketing strategies can be defined by closely monitoring the “Strengths” that may improve the brand’s expertise or position in the market. This will aid in providing a comparison of the brand with other big sharks in the market. “Weaknesses” defined in the analysis will help in pinpointing the factors which may be liable to slow the ability of the brand in order to achieve their curtained objectives individually. “Opportunities” will help in promotion of both the brand and the business in order to ensure promotion of its prosperity and growth to gain profitable outputs. It will also force the brand to address to its day to day challenges, as they are subjected to the latest trends and technologies. By analysing the “Threats”, the brand will able to clearly observe the hurdles that may arise or are still persistent, hampering the process of devising a strong strategic marketing plan to promote the brand.

Ans3 - The approaches to the marketing process helps in defining the retail strategy in details. By utilizing the new retails technologies and upcoming challenges. The following pointers will be taken into consideration-

1. Determining the most apt retailing strategy and planning it.

2. By building a proper business case for investment purpose. 

3. Deeply evaluating the new strategies in terms of how they will affect the overall operations in the business.

4. Ensuring the implementation of these marketing strategies within the given limit of the budget set.

5. Ensuring the importance of the customer’s value proposition.

6. Devising a well-tailored marketing plan.

7. Reviewing and analysing the competition so as to compare it with the criteria’s set for the business plan.

8. Updating and regularization of the online-marketing tools available.

Ans4- The marketing mix concept is very simple (Festa, 2016). It is mainly used by the designing and branding agencies to use the ingredients in a way that can be best suitably use to fetch specific results. As the marketing world is constantly changing and the same needs many adaptations to be done in order to sustain. The shift in the paradigm of the market can be reflected in the features such as changing customer’s preferences, communication skills etc.While the 4 P’s of the traditional marketing mix remain useful and essential to today’s consideration of branding, they’re nothing new. Today, we’re focusing more heavily than ever on customer service, and that means developing our understanding of what the marketing mix really is.

Product- This is the first and main element to be taken into consideration. It can be measured either in terms of an item or a service that is rendered to the customer as per their needs and requirements. In order to ensure the efficacy of the same, it is imperative to choose the right product as per the market demands. The brand offerings should be analyzed from a customer point of view mainly. It should also be ensured that the product is not only delivering but meeting the criteria’s as per market demands (Wongleedee, 2015).

Price- The second most important key element is price.it is also imperative to constantly keep a check on the cost rendered from the services provided. The cost should be not only by effective enough but should also be in sync with the bitter realities of the market and its needs. It is directly determined by the client’s perception regarding the brand. Setting a lower price for certain products, pertaining to certain industries is also very crucial. Although, setting a very low price can reflect a negative and inferior image of the product as well. A higher price set might offend many reliable and diligent customers and the same can be used as an advantage by the other competitors in the market. The business will also flourish if the pricing will be kept flexible too. On observing a resistant trend in the sales, marketing or branding strategies the pricing solutions should be modified according to it and should also be reconsidered. The pricing should be as such that it is able to sustain a saturated marketplace as well (Abril, 2015).

Place- The place should be considered overall from the aspect of both branding and marketing. Specially while considering marketing mix placement is very important. The place should be chosen in a manner that it is accessible to the potential buyers. There should be detailed knowledge of the market and population to be targeted. The better knowledge one has of the customer population, the most perfect location for placement can be chosen. Both common and uncommon channels for place should be chosen to enrich the communication (Haider, 2019).

Promotion- This is the most essential element of the traditional market. This mainly includes communicating about the product and the services related to these products, to the customers in its fullest form. Even the slightest of the changes in the promotion and sales strategies can bring about the dramatic changes to the profits and engagement activities related to the product. The promotion also includes constant experimenting to be inculcated. These strategies, if not effective today might help in future prospects, in order to stay ahead in competition (Ahmed, 2015).

3.2 

Ans1- the current situation the best platform to promote the brand is by social media. 

Ans2- the online portals will ensure maximum attentions from a larger group of population.

Ans3- the marketing strategies will be defines as per the selection of a particular customer group to be pondered on.

Ans4- The resources and budget allocation will be done as per the task assigned. A bigger chunk of the budget will be allocated in developing of the marketing strategies and devising various plans to promote the product to the fullest. 

Ans5- the strategies will be aligned and updated as per the business requirements. The same will be allocated as the customer input will increase.

Ans6- the marketing will be done as per the various population categories selected. 

Ans7- the most apt option in terms of product, price, place and promotion will be ascertained for the marketing purpose.

3.2 E-mail

Sir,

PFA

The marketing plan for our brand of fitness. The plan compromises of the detailed client population that will be targeted for promotion of our project. It also encloses the portal which will be preferred and mainly focused on for the purpose of promotion of the brand. The plan is adjusted as per the brand to be promoted and the client population that will be taken into consideration for the same.

Thanks & Regards

References

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