Fast Fitness is a small player in the fitness industry with 2.2% shares of the market. Started in 2006 in the urban area of Sydney, Fast Fitness subscribes to the new trend of wellbeing and it is well acknowledged that Baby Boomers, Generation-X and especially females are drawn towards this trend. The Australian macro-economy has been favourable in terms of policy as well as economically with continuous growth predicted in the coming years. Nevertheless, the entry of new companies will create sharp competition; it is administratively easy to start a new company. In terms of microenvironment, Fast Fitness has shown a strong introduction (in its product lifecycle) (Kotler et al. 2007) by creating a strong image via proposing a different service when compared to its competitors. Although now it experiences a lack in basic services (in terms of space and comfort) and its position is threatened by a shortage of skilled instructors, Fast Fitness can seize the opportunities of its industry.
In order to meet the objectives of Fast Fitness, an e-marketing plan will be recommended to the firm. Building the online brand of Fast Fitness requires critical steps and it will help the company to provide a unique online as well as offline experience for its customers.
Being an essential part of the e-marketing strategy, the online promotion of Fast Fitness will be done through two distinct channels: search engine optimization and paid online advertising. Optimum effectiveness of search engine usage will be achieved through the adoption of specific search engine optimization techniques. Nevertheless, association with major search engines is not enough and Fast Fitness will need to pay attention to paid online advertising options. These provide businesses with the means to achieve prominence in different search engines; it does not require waiting for the results of search engine optimization.
[...] Moreover, Fast Fitness could establish a partnership with nutritionists and websites offering nutritional recipes which could deliver nutritional advice and recipes through links in the blog. It will reinforce the image of Fast Fitness in terms of credibility and professionalism. Measurement It is very important to assess the value of online communities and to determine community membership. However, ROI is not about ‘monetizing community members, but recognizing the value online community members create' (Cothrel, 2000). Achieving a successful community will enable Fast Fitness to acquire all the benefits mentioned above. [...]
[...] Considering the growing use of Internet as a search and comparison tool, it is necessary for Fast Fitness to be active on the web in order to reinforce its image and compete in the growing market E-marketing plan recommendation 4.1 Objectives and Strategy of Fast Fitness The main objective of the brand is to attract more members to the gym in order to realize 10% shares of the market and increase brand awareness by 40% by the end of 2009. [...]
[...] Fast Fitness, a small and young Sydney-based provider of health and fitness services, needs to propose its services in an increasingly competitive market environment; not only to enhance its clientele but also to retain its existing customers. The company plans to increase its market shares by 10% by the end of 2009 with the help of a focused online marketing effort. Its existing website is a rudimentary one that aims to provide basic information about its services. The website reveals the need for substantial improvement of its online marketing effort and also for the adoption and implementation of a carefully conceived and well planned online marketing strategy which complements and plays an important role in its overall marketing activities. [...]
[...] In order to achieve this, Fast Fitness needs to create an appropriate marketing plan which should start with a PR campaign followed by advertising campaign and extended to other marketing tools (word-of-mouth, event marketing and sponsoring). The most appropriate means Fast Fitness can adopt is creating a word-of-mouth-buzz. During the training hours, all trainers should motivate customers to talk about Fast Fitness to their family member and friends. Incentives for the customers might be free hour for every new customer introduced by them”. [...]
[...] No.10. Retrieved September from the Emerald Group Publishing. Department of Foreign Affairs and Trade. 2008a. A stable and competitive economy. Retrieved September from http://www.dfat.gov.au/aib/competitive_economy.html. Department of Foreign Affairs and Trade. 2008b. Australia Fact sheet. Retrieved September from http://www.dfat.gov.au/geo/fs/aust.pdf Department of Foreign Affairs and Trade. 2008c. About Australia Our people. Retrieved September from http://www.dfat.gov.au/facts/people.html Dholakia, N., Fritz, W., Dholakia, R. R., & Mundorf, N .2002. Global Commerce and Online Marketing: Watching the Evolution. Westport, CT: Quorum Books Euromonitor International. 2008.Australia Income and Expenditures. [...]
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