Marketing Feasibility Report -introduction of an innovative gymnasium concept

Competition in the gymnasium market is continuing to grow internationally, and thus
brands are turning to innovation as a way to stay ahead of existing competitors as
well as new entrants. This includes for example, alternative training methods, holistic
body/mind care as well as showing movies on demand for clients. Additionally, one
of the threats traditional gymnasiums face is the growth of the low-cost/budget
gymnasium (see for example,
Conduct some research into the market, and base your assignment on the
introduction of an innovative gymnasium concept, (including the possibility of a
budget offer if this doesn’t exist to any great extent in your chosen market already) in
a country of your choice. Following on from this, you are asked to prepare a creative,
robust and fully-justified marketing plan for a new entrant gymnasium.
Develop a Marketing Feasibility Report to address the needs of this task including
both appropriate (referenced) marketing theory as well as practical application. It
should be structured as follows:
1) Front cover.
2) Executive summary (summarising the main findings of the report and reflecting
on the value of marketing planning to the organisation).
3) Contents page.
4) Situational analysis based on a PESTLE analysis which should analyse and
evaluate any country-specific issues as well as any specific issues pertaining to
the industry via an assessment of Porter’s Five Forces, ensuring that your
recommendations going forward reflect the findings of this section.
5) Marketing objectives (using the SMART format).
6) Marketing plan (strategy and tactical details). To include: segmentation,
targeting and positioning analysis; marketing mix development (including the
value of e-marketing & sustainability issues for the business) (use 7P’s rather
than 4P’s here).
7) An outline promotional plan and marketing budget for the promotional launch of
the concept (schedule, timings, DRIP/Burst campaign?

Sample Solution