You are needed to complete the following piece of work:
'Bodyproud Fitness' is a relatively new health and fitness company based in Huddersfield. The company was produced in response to the continued growth of the 'health and fitness' market in the UK.
Basically the company is a health and fitness club offering a range of health and fitness facilities on a membership only basis.
The company functions out of what was previously a furniture warehouse approximately 1 mile from the town centre.
The facilities offered contain the normal range of fitness facilities; rowing machines; exercise bikes, weights etc. which are all state of the art. It also offers a range of group fitness activities like for example aerobics and yoga.
There are no swimming facilities but there is a steam room & sauna, tanning rooms, and Jacuzzis.
A significant part of the service offered to members is the provision of personalized health and fitness programmes. These programmes are designed around the requires of individual members and contain not only carefully designed individual fitness and exercise regimes but also dietary and 'life-style' advice.
Users must be members and there is an initial joining fee and a range of charges according to for example: how long the membership is taken out for; age - with reduced fees for the under 18's and over 55's; discounts for family memberships etc.
The company was established by three friends with no previous managerial or marketing experience or knowledge but with a keen interest in health and fitness and all the necessary health and fitness training and qualifications. The company, now three years old, has been very successful and now employs a total of 15 staff again none of who have any marketing training or experience. The success of the business has ,to date, been due to the enthusiasm and hard work of the three co- founders who are very knowledgeable about health and fitness and offer a very personalised service often spending considerable time with individual members to discuss their individual health and fitness regimes.
As a first step to increasing its improving its marketing activities it has employed you to produce a preliminary outline report covering the following areas
- Market Segmentation and Targeting
The company has specifically asked that as much as possible you discuss every of the above areas in the context of its own particular product market condition and from the perspective of how to become more efficient in its marketing