Belly Fit Marketing Plan

Bellyfit

Jesse Kimbrough

Webster University

Dr. Kelly M. Perritt

Environmental Analysis

The Marketing Environment

The marketing environment consists of a mix of internal and external forces which have an impact on the company’s relationship with its target customer or market. In the case of Belly Fit the marketing environment consists of adult women of all ages and body shape. There are 2,455, 831 women in Columbia South Carolina according to www.statusofwomendata.org in 2015. The Target market for women is very large and Belly Fit targets only women to empower women through a fun, exciting dance routine that last one hour. Bellyfit also empowers women to embrace their body and gives women a holistic approach to loving their image regardless of its shape. Belly Fit is not an exercise routine that focuses on shrinking your waist line, it is a seamless fusion of dance (Belly Dance, African Dance, Indian Dance), Fitness and Yoga, designed for all women.

Competitive Forces:

Competition is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, place, and promotion. The main competitors Bellyfit have are Zumba, Pi Yo, Shar Qui, and Yoga. At the global level, these companies also conduct fitness and wellness classes. These competitors would be considered Brand and Product competitors.

Economic Forces

Economic forces in the fitness industry are growing at a rapid rate in part due to the renewed focus by the consumer to be fit. Insurance companies are now requiring its policy holders to be more active. Many social infrastructure programs such as well fare programs are paying for Gym member ships. This increases the client list of many fitness companies generates monthly reoccurring revenue that Gyms never had before. My wife and I recently went to the gyms and recreation centers around the town of Blythewood and conducted a poll to see how...