Fast Fitness, plan d'e-marketing

Étude de cas Marketing & marques Marketing technologies

Date de publication :

24/12/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

19 pages

Niveau :

expert

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Situation Analysis
1. Macro Analysis
2. Micro Analysis
3. Evaluation of the SWOT
E-Marketing Plan Recommendation
1. Objectives and Strategy of Fast Fitness
2. Building the Fast Fitness Online Brand
3. Online Advertising Strategy
4. Building, Maintaining and Assessing the Fast Fitness Online Community

Résumé :

The decade that followed the dotcom meltdown of the late 1990s has been witness to an extraordinary increase in the penetration and usage of the internet across the globe. Accompanied by an astonishing growth in the World Wide Web, the internet explosion has rapidly and significantly impacted the strategic planning and conduct of small and large businesses in the advanced and developing nations.

Introducing a myriad opportunities, fostering competition, and levelling playing fields, the internet continues to bring about far reaching change in the ways and that managers can adopt to market their products and services. Online marketing for instance is now the fastest growing segment of marketing activity and has become integral to the marketing strategy of numerous corporations (Dholakia et al. 2002). Apart from having become the only marketing channel for numerous e-commerce companies, it is being increasingly adopted by millions of businesses eager to use the enormous power of the internet to market their products and services economically but effectively to old and new customers (Dholakia et al. 2002).

fast fitness, a small and young Sydney based provider of health and fitness services, needs to market its service offerings in an increasingly competitive environment; not only to enhance its clientele, but also to retain its existing customers. The company plans to increase its market share by nearly 10 % by the end of 2009 with the help of a focussed online marketing effort. Its existing website is a rudimentary one page offering that aims to provide basic information about its service offerings. The website reveals the need for substantial improvement of its online marketing effort, as also for the adoption and implementation of a carefully conceived and well planned internet marketing strategy, which complements, supports, and plays an important role in its overall marketing activities.

The adopted online marketing strategy should enable the organisation to target its market in a measurable and definitive manner and position the business in such a way that people looking for its services can find them easily (Steinbock 2000). The strategy should allow fast fitness to differentiate its services from other businesses with similar offerings, support its brand building efforts, and merge its website purpose and appearance with its business model and sales goals (both in numbers and in market share) through appropriate choices of advertising type, media and design (Steinbock 2000). In order to define fast fitness' position in the market together with its opportunities and threats, a SWOT-Analysis has been prepared. From there, the E-marketing plan will be recommended accordingly.