Business Strategy Of A Health And Fitness Company- A Case Study On Fitness First, UK

EFM Health Clubs and fitness industry

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Table of Contents

Executive summary. 3

Introduction. 3

Discussion. 3

Clear and concise target market segments and positioning. 3

Make comments on both Micro and Macro environmental forces affecting the company. 5

Conclusion. 6

Reference list 7

Executive summary

Pinpointing the target market initiates with mapping the positions where the clients want to go time and again. If social media becomes the complementary tool for promoting business, forums and social networks are crucial. The perfect market segmentation and locations will invite the potential business clients to cluster in.

Introduction

EFM health club is a fitness club located in Australia they also give many facilities to the consumers mainly fitness and coaching services to the members. Sporting facilities and many training and workout processes also have been delivered. They also target many big markets to successfully operate the target market mainly depends on age to age basis. As if we notice the ladies having age of more than 25 but less than 40 mainly target market of zone fitness. EFM health club provides intensive training and also gives business support to provide the needs of the franchise They also have an experienced support team that solves problems only on a phone call text and email.

Discussion

Clear and concise target market segments and positioning

As per the market analysis and segmentation, the top clients are the ladies of 25-40 ages. People, who are aware of the fitness of physique and maintenance, join the fitness industry both for physical and psychological strength. Those who are involved in a busy lifestyle and work under professional pressure also want to enjoy the different experiences in the health and fitness industry. They look for an environment that will provide them with leisure and relaxation after a hectic day. Marketing targets can cater to the busy parents who want to manage their free time during busy schedules. The market is accessible to 18-25 years old who can share their relevant and engaging ideas to enhance productivity in and around. The idea of welcoming newbie’s in the class can open up a new horizon of exciting opportunities. Introducing pop-up classes, the club can expand their markets that will rhea the older adults too who come to experience the refreshing environment that is also safe and healthy that promotes happiness. A target market is comprised of the clients in requirement of a business service or product. The group of willing and interested people constitutes the economy of the market segment. The target market can be promoted to social media platforms to gain a good number of responsive audiences who can experience the service and recommend its worth among their known circle of family, friends, and colleagues. The market segment must b strong with the influencers who can invest in the venture being attracted by the excellent standard of service and they can generate new leads (Smartdraw, 2022). Content marketing must be done in an eye-catching manner to prove to the consumers that the company cares for them and they can join the sessions anytime according to their comfort and free time. With the assistance of Chat bots, the company can draw in multiple clients who can contribute to the refurbishing of market structure, segment and positioning. If the target market is identified best and in perfect ways, it helps the company develops and implement successful marketing strategies that will result in overall productivity and market strength. Consumers must be treated in I friendly way to generate positive reviews ad feedback that will embolden then the position of market strategy. Fitness apps play a great role in increasing the target market of the company (Graham & Kennedy, 2022). Through demographic positioning and segmentation, it is easy to survey for data of the chosen customers such as nationality, education levels and ethnicity. People of the LGBTQ community and those from the multicultural work environment find a safe route for expanded exposure. Those related to the fields of art and culture, media and glamour world finds the fitness company crucial to let their hair down. Geographic positioning is very much important to increase the footfall and that will, in turn, will contribute to the bulk of profit generation. The mos5t centrally positioned space controls the foot traffic and maximized vehicles. Location with car parking facilities is helpful to the client in total.

Figure 1: Target Market

Source: (Smartdraw, 2022)

Make comments on both Micro and Macro environmental forces affecting the company

PESTEL Analysis

EFM health club has wide access in the market and this type of business increases the productivity of an organisation and increases profitability bin an organisation (Hills, Walker & Barry, 2019). The micro affecting industry is controllable and the macro environment is uncontrollable.

The fitness industry has shown many changes, especially after the pandemic situation. Online fitness sites are coming into force. This is the reason consumers move from one fitness club to another. It will not be a good symptom for fitness clubs if they lose customers like this

EFM health club is one of the biggest fitness and gym clubs in the world today. It provides many services to the members on a timely basis (Hills, Walker & Barry, 2019). Their good quality of service and low cost as compared to other fitness clubs creates further new and big opportunities shortly.

Proper participation is required from all the sectors of the department of the fitness industry that is if there its consumer queries and doubts regarding any of service it will be solved initially at the very beginning process. If the health clubs do not properly staff and workers to attend and solve customer queries it is going to create difficulty for a company soon the company may lose revenue and may incur losses.

Conclusion

So from the above discussion, we can conclude that the EFM health club has a wide range of activities and these activities is equally affected by both micro and macro environmental forces. It is also proven the EFM club gives quality and many fitness services to the members and also tackles the problems of the consumer on a quick basis. They also give much training to the members like yoga, Zambia and circuits and many more. These health clubs also have the modern and latest infrastructure and they also have a talented trainer to guide all the members while doing their exercise. The programmed coordinator of the health club is perfectly knowledgeable and experienced to guide the members in exercise.

References

Bowles, K. H., McDonald, M., Barrón, Y., Kennedy, E., O’Connor, M., & Mikkelsen, M. (2021). Surviving COVID-19 after hospital discharge: symptom, functional, and adverse outcomes of home health recipients. Annals of internal medicine, 174(3), 316-325. DOI https://doi.org/10.7326/M20-5206

Graham, C., & Kennedy, R. (2022). Quantifying the target market for advertisers. Journal of Consumer Behaviour, 21(1), 33-48. Retrieved from https://eprints.lancs.ac.uk/id/eprint/125391/1/Manuscript_final.pdf

Hills, S., Walker, M., & Barry, A. E. (2019). Sport as a vehicle for health promotion: A shared value example of corporate social responsibility. Sport Management Review, 22(1), 126-141.DOI https://doi.org/10.1016/j.smr.2018.10.001

Möller, K., Nenonen, S., & Storbacka, K. (2020). Networks, ecosystems, fields, market systems? Making sense of the business environment. Industrial Marketing Management, 90, 380-399.DOI https://doi.org/10.1016/j.indmarman.2020.07.013

Smartdraw. (2022). Market Types Target Diagram. Smartdraw.com. Retrieved 8 February 2022, from https://www.smartdraw.com/target-diagrams/examples/market-types-target-diagram/.