Health Clubs A Marketing Proposal Essay.

Health Clubs A Marketing Proposal Essay.

 

Exercise tends to play an important role in living a healthy life. It can help one from staying away from chronic diseases; such as high blood pressure and cholesterol. It keeps one happy and fresh and away from stress and depression. When you work out regularly you tend to sleep well. You are able to maintain your weight problems, it can be fun too and it keeps your heart and lungs strong.Health Clubs A Marketing Proposal Essay.

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Therefore it is necessary to exercise in order to live a happy and healthy life. People normally go to parks for a walk, join a gym, take up yoga or a health club in order to stay fit and smart and there are many different ways of doing so and one of them is a health club.  (Czerwonka, Summer 2008, p.19)Health Clubs A Marketing Proposal Essay.

Usually Health clubs are built in order to provide people with the faculties of exercise. They have a work out area consisting of weights, dumbbells, exercise machine and barbells and different kinds of equipment. All in one place that’s why it is convenient for people to come to a health club rather than staying home and exercising. They have specialized instructors that help people in their exercise and are there to assist them. Unlike the typical gym these places provide you with an informal way for your work out. But these are the typical services provided by a health club.  (Donaldson, July 2008, p. 2) We want to start a club which has some thing more to it. This is such as providing the people with the medical assistance at the health club such as physical therapy, physicians and diagnostic testing.Health Clubs A Marketing Proposal Essay.

CHAPTER 1

Target Market

But before undertaking this business plan it is very important to analyze the target market and the potential in the market. As you may start the business it is very important to make a proper business plan which would include everything from the start to the marketing and inauguration of the health club. As part of that analysis we need to analyze the external environment and factors that can affect the business.

It is crucial to understand your business environment that you are going to operate in.  This may include the social, political and economical factors.  The external environment is constantly changing and firms tend to have some social responsibilities along with the corporate responsibility.  (Hodgetts & Chamberlain, 2006, p. 87)

Sometimes these changes tend to have a more powerful impact on your business that it is beyond your control. Usually businesses do not have control over the external environment. Any business strategy has to consider these factors in order to come up with a successful and effective plan and counter these problems so that one gets to know about their strengths and weaknesses and better opportunities to grow in the long run. One way to do this is to do with the help of the SWOT analysis. In this case of health club the kinds of factors that can be considered in order to analyze the environment externally are the following:

ü  Social responsibility

ü  Competitors

ü  Awareness among the masses

ü  Education

ü  Economy

ü  Political environment

ü  Demographic factors ( Age , Income )

Awareness

This is a very important factor that this business has to consider as how many people really know the importance of good health and realize that going to such health clubs can be beneficial for them only. Not everybody is willing to pay the amount of money that you pay to the club. They might look for an alternative to be fit. Therefore it is on the firms that how do they get the attention of the people and make them come to them and offer them the services that the customers themselves want to come regularly.  (Ramanadhan & Viswanath, 2006, p 21)Health Clubs A Marketing Proposal Essay.

This awareness can also be increased through media exposure which is on its hype today.  (Margarella, Aug. 2003, p. 99-100) The media industry is boosting and new channels are frequently being launched and they tend to show a variety of shows and they cover important issues of discussion such as health, marriages, social responsibility and human rights etc. this kind of exposure and awareness is very important for the health club business.  (Swerdlick, Summer 2008, p 33) The more it is there the better it is for the business. If the company thinks that they can help in contributing in the awareness then they can merely by organizing seminars in universities and offices.

Giving articles in magazines, showing TV shows. There are many ways through which you can connect to your audience. At least the business should make sure that the place they are planning to start in that is your area; it should have enough people that they can target.  (Czerwonka, Summer 2008, p. 87)

Competitors

When drawing up a business strategy for your business it is necessary to evaluate the effectiveness and efficiency of your competitors. At times the competitors in the same area are so strong and they set a bench mark that you might not be able to take that share of the market away from them because they are already established and you are new. They have the experience and you have the creativity and may be better ideas but the performance of the competitors is to be known. Their quantity and quality matters to this business since there are many decisions that are taken based on your competitors such as location decisions, prices and promotional decisions and so on. If there is no competition in the area then that is even better then you are going to be the one who can dominate and attract a larger market which will not be possible if there are too much of competition already.

Education

Education also plays a significant role in this kind of business. The more people are educated the more conscious, aware and alert they are. The people who are well versed and educated, they work hard to improve their standard of living and lifestyles. They understand the importance of these health clubs and join them.  (Livingston, Summer 2008, p. 34)

Economy

It depends on the owner of the business that how much capital they have in order to finance their business. Based on those investment strategies are derived. Different health clubs have different facilities to offer, you need good amount of money in order to buy a good machinery and equipment need qualified staff for the assigned jobs. This health club has more too but since it will be providing medical assistance too in the club then it will have different kind of expenses. A stable economy will have the following:

Low inflation
Low unemployment rate
Purchasing power  (Brue, 2006)

Having these characteristics in the economy one can market their business knowing the fact that people have enough spending power that they will be able to go to a health club. This makes it easier for the business in order to categorize their target market and focus on them.  (Definition of Market Research, 2008, Online Source)Health Clubs A Marketing Proposal Essay.

Political Environment

Sometimes the political environment can also adversely impact the business. An unstable political environment can create a sense of insecurity among the people. When the law and order situation is not good in the country when the government fails to provide security to its people and bomb blasts and crime rates is going up everyday then people tend to avoid going out of their homes. This is the time when such businesses get affected. Not too many people will be taking membership in the club or coming regularly.Health Clubs A Marketing Proposal Essay.

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