Establish a Fitness Business

 

Develop a marketing strategy based on the business model and business plan  by completing all aspects of the marketing strategy document beginning on the next page. You must ensure that your marketing strategy is:

• Ethically and culturally appropriate
• In alignment with what your target audience wants, needs and general buying habits
• Appropriate for fitness environments.

 

MARKETING STRATEGY

 

1. Target Market

Question 1: Using the table below, determine your target audience and customer base by identifying the geographic, demographic, psychographic and behavioural characteristics of your typical customer. 

 

Geographic
Country
State/Territory
City
Suburb
Demographic
Age
Gender
Occupation
Income
Psychographic
Lifestyle
Interests
Buying Behaviour
Personality Traits
Behavioural
Media Preferences

 

 

 

 

 

1. Marketing Outline

 

Question 1: Identify the focus of your marketing initiatives by selecting one of the checkboxes below.

 

Gain new customers

Retain existing customers

 

Question 2: Based on the start-up costs identified in your business plan, what is your budget for initial marketing and promotional activities? Note: these can come directly from the startup costs indicated in your business plan.

 

Marketing Budget

$

 

Question 3: List your primary marketing goal and two (2) relevant objectives using the SMART goal-setting framework.

Goal	S
	M
	A
	R
	T
Objectives	1
	2

 

1. Promotional Activities 

Question 1: Research and evaluate three (3) potential promotional activities that suit your target market and marketing goal identified. In the tables below:

1. List the specific promotional activity identified e.g. Facebook campaign 
2. Indicate an estimated cost of implementing your promotional activity
3. List two (2) benefits of using the identified promotional activity

Promotional Activity #1
Promotional Activity
Estimated Financial Cost	$
Benefits	1
	2

 

Promotional Activity #2
Promotional Activity
Estimated Financial Cost	$
Benefits	1
	2

 

Promotional Activity #3
Promotional Activity
Estimated Financial Cost	$
Benefits	1
	2