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Essay / Research Paper Abstract
This 8-page paper offers an example of a marketing plan for a fitness club in St. Charles, IL, a suburb of Chicago. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: D0_MThealclub.rtf
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Unformatted sample text from the term paper:
people seem more afraid of simply walking because of the elements (and elements of potential danger), there is something safe about exercising in a gym or health club.
And there seems to be an increasing demand for clubs of this type -- as obesity becomes a worrisome epidemic, people are trying,
more and more, to stem the tide in various ways, shapes and forms. One of those happens to be the health club (Robertson, 2006).
The difficulty is, however, that income and people stream into a health club isnt a particularly certain thing. The M.O. for most members is to join, filled with
good intentions, then fall off. In an effort to help regulate health-club traffic, boost sales productivity and beat the competition, many clubs have relied on prospect management solutions (Loyle, 2007).
But again, the problem here is "prospects" -- where the effort should probably be on "retention." This is the challenge of running a gym -- not only getting people in
the door, but giving the a reason to come back again, and again and again. In this paper, were taking on the
role of marketing manager for a small health club in St. Charles, IL. St. Charles is a suburb of Chicago, and is primarily family-oriented. Though mainly blue-collar in the past,
its seen its share of development during the past 15 years, as well as an influx of many families with kids and some good disposable income.
As a result, well be developing a marketing plan based on product, pricing, promotion and placement (distribution) for the health club, which is geared toward people
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