The paper "Marketing Mix Composition for Fernwood Fitness Centre in Australia" is a great example of a marketing case study. Part B of the marketing plan aims to recommend an appropriate marketing mix for Fernwood Fitness Centre in relation to the current market situation in the Australian fitness industry. The Australian fitness industry is highly fragmented with very many players offering less differentiated products (Fitness Australia, 2012). Fernwood fitness centre will have to develop a marketing mix strategy that exploits the available opportunities and internal strengths and at the same time lowers the external threats facing the company. The marketing plan will have recommendations for the most suited pricing model for Fernwood based on the target market characteristics and the competition profile.
This marketing plan will detail recommendation of Fernwood’ s product features including market positioning and branding. This marketing plan will also offer an analysis of the recommended promotion strategy for Fernwood products in the target market. The plan will provide recommendations on the appropriate distribution strategy for Fernwood to reach its target market. Finally, the report will provide a budget estimate for Fernwood’ s marketing plan.
This report is structured into five major sections based on the Four Ps of marketing and a suggested marketing plan budget. Product Currently, Fernwood offers personal training services, functional fit training program and food coaching. This is the core product offering, Fernwood has introduced a range of products to differentiate its positioning in the market. Non-core products include childcare services and health retreats and Zumba classes (Fernwood, 2014). According to Romaniuk & Sharp (2004), noncore products or augmented product offering helps in differentiating a product from the competitors in a market dominated by many players offering the same product experience.
The Australian fitness industry is made up of 2550 fitness companies that make up the competition for Fernwood (Fitness Australia, 2012). However, Club pink, Jetts fitness and Contour Express are the direct competitors to Fernwood as their product is targeted for Fernwood’ s niche market (Market Line, 2014). Fernwood should continue positioning itself as a women’ s only gym to differentiate itself from the many gyms and fitness centres in Australia. Some women feel comfortable exercising in a women’ s only facility (Fitness Australia, 2012).
It is also worthy to note that the female gender is rated as more loyal customers as compared to their male counterparts (Joyner, 2009). As such Fernwood can be guaranteed of a stable source of income if the product offering meets the expectations of the target market. Fernwood can consider women-only motivational talk’ s sessions as part of attaining whole body and soul fitness. Fernwood management can introduce health examination services to advise members of any medical concerns. The health examination department can work in conjunction with the exercise function at Fernwood to attain desired fitness and wellness level and if possible recommend appropriate medical attention to be sought by a member. Fernwood product offering will also be differentiated by the level o professionalism and interpersonal skills possessed by the trainers and staff at Fernwood centres.
Qualified trainers can encourage and understand the varied needs of women clients at Fernwood centres. This is critical in ensuring the members remain safe and satisfied at Fernwood centres. Due to the ease of market entry, Fernwood will have to consider introducing Zumba classes in all its franchises in order to attract more women as it is proving popular with women according to the Australian Fitness Industry report (2012).
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