Fitness International

Date of Publication

2003

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Larry de Vera

Defense Panel Chair

Luisa A. Chua

Defense Panel Member

Leonardo Garcia

Abstract/Summary

This paper is combined marketing and service plans for Fitness International. The main goal is to stabilize membership by achieving 800 members at the end of two years.

In order to reach our goal, certain objectives should first be achieved by Fitness International. The short-term period would cover four months, since the fitness industry is a competitive and irregular business. The strategy will be geared towards the aggressive use of advertisements and promotions of the gym through print, sales promotions, public relations, and events marketing. The proponents also recommend Fitness International to undergo renovation to improve the overall outlook of the facility. This paper's short-term objectives are summarized below:

To reach break even points in terms of the number of members Retain current members and attract new members from the specified primary target market.

After achieving the short-term objectives, the next step is to pursue the medium-term objectives, which would run for eight months. The strategies will be to maintain product exposure and induce membership through print, sales promotions, and public relations. The following summarize the objectives of this paper on a medium-term basis:

Generate full awareness of both the primary and secondary markets Retain existing members and increase membership by attracting the primary and secondary target markets.

Finally, for the long-term period, the objective is to reach the main goal of this paper by stabilizing the number of members and attain the targeted 800 members. The strategies to be employed will be to maintain product exposure and further associate Fitness International as a home away from home gym.

The total investment of this paper amounts to Php 544, 539 and the estimated profit from membership dues is Php4, 683, 083 or equivalent to 17% of net profit margin.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16354

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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