Marketing

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TABLE OF CONTENT

1 Introduction 2

2 Current Situation 4

2.1 PESTLE Analysis 4

2.1.1 Political and Legal Environment 4

2.1.2 Economic Environment 5

2.1.3 Socio- Cultural Environment 5

2.1.4 Technological Environment 6

2.2 SWOT Analysis 7

3 Marketing Strategies & Recommendations 8

3.1 Objectives 8

3.2 Segmentation, Targeting, Positioning 8

3.2.1 Segmentation 9

3.2.2 Targeting 10

3.2.3 Positioning 10

3.2.4 Recommended SPT Strategies 11

3.3 Marketing- Mix & Recommendations 13

3.3.1 Product 14

3.3.2 Price 15

3.3.3 Place 16

3.3.4 Promotion 17

4 References 21

5 Word count 24

6 Appendix 25

1 Introduction

"Making the world a fitter place"

With this marketing slogan advertises the international chain Fitness First (UK). Fitness First is one of the largest health and fitness club chain in the world. The first fitness was founded by Mike Balfour in 1993 with a single club in Bournemouth and until today Fitness First Group expanded to Europe, Australia and Asia (See Appendix, Figure 1).

The organisation has 540 fitness clubs worldwide (160 of which are in the UK), boast over 1.4 million members and generated a revenue of £670.3m. This has been achieved as a result of over 20.000 committed employees, well structured marketing strategies and most importantly quality strategic management systems . In the Middle East Fitness First franchised their brand and operating model. The Company is owned by BC Partners, a leading European private equity house and management (www.fitnessfirst.co.uk).

In the following paragraphs Fitness First is examined on marketing strategies (mainly) in the UK, internal and external factors, which influences the market and company. Also, after a detailed analyze recommendations to their marketing strategies are given.

2 Current Situation

In the following the Fitness First`s current situation is analyzed based on the PESTLE and SWOT Analysis.

2.1 PESTLE Analysis

Henry (2008)...