Sports fitness centre in Mayfair London Essay Example | Topics and Well Written Essays - 2000 words

Sports fitness centre in Mayfair London - Essay Example 2. Situation Analysis Overall wellbeing and health fitness has become a major concern in every society. There has been an increase in the number of people becoming obese and overweight. More than half of London adults do not engage in any form of sport or fitness program. To achieve a healthy weight the Mayor of London proposes to work closely with and encourage a wide range of people to become physically active and eat healthy (Johnson, 2011). Other measures include making sport and active recreation opportunities affordable, in addition to supporting workplace health programmes. London faces a significant shortage of sporting facilities in respect to the demand. 3. Target Market Analysis Britain is in the grip of obesity epidemic (This is London, 2011). According to experts by 2050 at least 60 percent of the population will be obese (London Assembly, 2010). The target market is the young adults and the adults of both sexes. According to a study by the London-based International Obesity Taskforce that 28 per cent of boys and 36 per cent of girls in the UK are now overweight or obese (Dobson, 2006). A UK government report estimated that by 2010 12 million adults and 1 million children in England will be obese (Medical News Today, 2006). Less physically active and eating more junk food is adding to the problems. Thus, the target market for the fitness centre would be the age group 16-40 of both sexes. 4. Problems and Opportunities The people of Mayfair would not be aware of the Fitness Centre yet to open. People could be apprehensive of the quality of service, equipments and coaches. However, since the demand exceeds supply, the opportunity could be used to penetrate the market with the right strategy. The government is also supporting fitness initiatives and obesity is at an all time high. 5. Marketing strategy Customers seek value for money and hence the fitness centre should understand the services it can extend in exchange for money while knowing the target audience to whom the services are directed. The objective is market penetration in the initial stages. Knowing the target audience will enable to include the essential features at the fitness centre. The core strengths of the fitness centre need to be communicated effectively. The marketing strategy for ABC Sports fitness centre would take into account various factors in devising the marketing strategy. 5.1 Product Positioning The leisure industry is a high-growth area which includes health, fitness, sports and recreation facilities. This sector contributes 13.5% towards the total employment in the United Kingdom. There are two reasons for the growth of the sector. There has been the increase in the consciousness to keep fi t as health concerns have risen, which has hiked the demand for better facilities and spaces for exercise (20th Century London, 2010). In addition, sedentary lifestyle has urged people to look for convenient places to exercise. Thus, Sports Fitness Centre, Mayfair London, should position itself as a Fitness and Health Club. 5.2 Marketing mix To develop the marketing strategy the essential of the marketing mix have to be evaluated. Product mix The product should satisfy a need or a want. The need at this moment is healthy living. Healthy living can be achieved through different activities