STRATEGIC PLAN

FOR CORPORATE
MARKETING PLAN
Introduction
Bounce Fitness was established in 2001 by Margaret House. It started out as a single
aerobic studio. After two years of membership increases demanded the small leased
centre be expanded and a new facility was built on land purchased by the
organization.
In 2004 a second centre was established in leased premises in Brisbane and then
Sydney and Melbourne in the subsequent two years.
Bounce Fitness is made up of four fitness centres. Head office is currently established
in Cairns, Queensland. The other centres are in Brisbane, (Queensland), Sydney,
(New South Wales) and Melbourne, (Victoria). It is the intention of the Board of
Directors that new centre will be opened in Perth, (Western Australia).
The business is operated on best business practice and complies with all legislative
requirements, local by law and is registered with the national body.
Bounce Fitness intends to market its brand through excellence in service and
expertise to establish itself as a premier provider of fitness and wellness in Australia.
Much time is invested in training the Centre staff to upgrade their professional skills
and in customer service to foster a loyal member base. Classes are innovative and
varied with regular changes to routines and activities.
Mission Statement
The Centres will serve the community with quality, comprehensive, unique, and
distinctive health programs and services. The employee team will expand upon the
preventive services while improving the quality of life among participants through
health and fitness services utilising state of the art equipment and practices.
These programs will reflect members' needs and be financially viable for all
stakeholders.

Vision Statement
Bounce Fitness is committed to an expanding role as a premiere provider of wellness
integrated services. Through the evolvement of an empowered employee culture
and the creative acquisition and use of resources, we will develop and implement
comprehensive programs and services appealing to all.
Values
We hold ourselves and co-workers accountable for building trust with our members
and each other by being honest, ethical and consistent in what we say and do.

Teamwork

We are committed to empowering our internal teams and external members with the
appropriate resources to effectively achieve our common vision.
Accountability
We hold ourselves and our co-workers accountable for our behaviours and
responsibilities as they affect us, our members and our culture.
Quality
We are committed to continually leading the fitness industry by providing the
highest standards of quality to our members, through services, programs, and
community relations.

Revised vision and mission

VISION
To be more innovative and find new ways to increase efficiency of processes and effectiveness
of customer service solutions and differentiate itself from its competitors through lower
pricing and the continuing development of unique classes, personal training and expanding
on the one-stop-shop for health enhancement.

MISSION
To position Bounce Fitness as the most proficient wellness program provider in the Brisbane,
Sydney and Melbourne CBD areas. Bounce Fitness is a dynamic fitness corporation poised to
capture substantial market share in one of the fastest growing service industries in the
country through:
o The support on specific concerns of clients
o Focused attention and follow up of staff
o Interesting and exciting new classes coupled with innovative new concepts
o Increases the use of the Centres and provides convenience for clients.

Environmental Scan
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the
company, and describes the opportunities and threats facing Bounce Fitness.

Strengths
•Results-oriented approach to attracting and maintaining customers
• A well-researched, detailed health wellness program that is long-term in focus
•Intensively trained staff.

Weaknesses
•High costs associated with customized, personal service
•The inability to work on a high volume business model
•The costs of attracting a large corporate client

Opportunities
•Participation within a growing market
•The large increase in clients that follows with the acceptance of Bounce Fitness’
program by a
•Single company
•The ability to leverage future quantitative analysis that supports the contention that
long-term

Threats
•Lack of immunity to an economic downturn
•Potential competition from larger, well established competitors
• A change in society where the individual begins to take far more responsibility for
his/her health maintenance.

Revised Strategic Plan

Environmental Scan
Bounce fitness is a well-established fitness provider located in four cities across
Australia. In order to open the fifth centre an environmental scan needs to be carried
out to determine the different factors that may affect the initiation and progress of
the centre. Some factors that may affect the imminent Perth fitness centre are:
Changes in Technology/Trends
 It is important to keep up with the latest trends in fitness equipment as
machines may become outdated in time. Thus the need to lease equipment to
meet customer requirements.
 Staff may need to be trained in the operation of the technology and be able to
communicate the benefits to the customers.
 New trends regarding fitness programs need to be considered such as Zumba,
Pilates etc. to target different audiences.
 Various jobs being performed are based on the technology being used. If there
is a change in technology, then the job description may change as the level of
skill required may increase.
 Efficiency is adopted with the use of efficient technology.

 Demographic Trends
Bounce fitness can be affected by the following demographic factors:
 Geographic
The immediate geographic targets are the cities of Brisbane, Sydney and
Melbourne.
 A 35-mile radius is in need of the services.
An area near a shopping mall where coffee shops, day care and ample
parking space is available.
Public transport is available in the area so as to make the centre accessible to
both customers and employees.

 Demographic
o Bounce fitness does not particularly segment its market. It does target
corporate employees from companies that are willing to include health
benefits for their employees.
o Range from high school students to above 50.
o 51%:49% male: female.
o The individual income range is $38,000-$75,000.
o 67% of the customers are single, 33% are married.

COST BENEFIT ANALYSIS

Cost Benefit
RENT It is to give access to proper location
SALARIES To maintain staff
COST OF EQUIPMENT To update and maintain equipment
PAMPHLET PRODUCTION/ For promotional purposes
ADVERTISEMENTS
WEBSITE MAINTENANCE For promotional purposes, to monitor
customers
Training of new staff To ensure customers can be served
adequately

PEST ANALYSIS

1. POLITICAL – factors can be influenced by:

o Fair Trading Laws
o Market Regulations
o Minimum wage Regulations
o Voluntary codes and practices
o Tax levies and breaks
o Type of business

2. ECONOMICAL- factors can be influenced by:

 o Interest and exchange rates
o Government status
o Economical situation
o Market trends
o Market Distribution
o Employment rates

3. SOCIAL: factors include:

o Advertisement
o Social trends
o Health beliefs and values
o Lifestyle
o Health perception
o Market needs and behaviours
o Strong competition of health fitness in the market

4. TECHNOLOGICAL: Factors include:

o New fitness equipment
o Upgrade of health fitness equipment
o Variety of exercise equipment available in the market

STRATEGIC PLANNING

ORGANISATION OBJECTIVES:

 Generate a 10% yearly increase in sales.

 Increase market penetration every quarter.
 Continue to cultivate Bounce Fitness' image as the premier long-term
wellness program provider.
 Decrease customer acquisition costs by 4% every two quarters.
 Lower the cost of service delivery by 1% a quarter.
 Holding spending, as a percentage of sales, at a steady rate.

STRATEGIES TO ACHIEVE OBJECTIVES:

Bounce Fitness will open a new Fitness Centre in Perth within two (2) years.
• Existing Bounce Fitness Centres will continue to show an above-market return
on investment through excellence of facility, staff and operational management.
• Bounce Fitness will hold its current position through follow up of members
who cease to attend (as learned from monthly reviews of client programs), invest
greater time in customer relationship management and through continued
provision of excellence in service and equipment in the Centres, holding the costs
to no more than CPI increases.
• Bounce Fitness will increase staff training in line with their job roles through
holding training with guest experts and accessing external training. It is intended
within a year to establish a system where agreed training expenses for university
and other job related tertiary training costs are reimbursed to staff to encourage
continued learning and development of staff.
• Bounce Fitness intends considering franchising or licensing as an option in the
next five years.

KEY PERFORMANCE PLANS

1. Clarify the goals of Bounce Fitness and the strategic role of the new service
or product for competitive advantage.
2. Be flexible to cope with and mediate environmental changes.
3. Anticipate market reaction to new products or services.
4. Prepare Bounce Fitness teams and individuals for the change needed to develop
new products
and services on a regular basis.
5. Standardise new product or service development to ensure that it is accepted as
an organisational
process.
6. Install a new product or service standardisation decision making support
system.
7. Estimate the new product or service market opportunity.
8. Develop a sales forecasting process that captures the market response to new
products or service alternatives.
9. Develop financial forecasting to provide a new product control chart.
10. Establish test marketing as a first step to implementation.
11. Develop a product or service launch that capitalises on the current markets and
compliments the strategic positioning of the new product or service.
12. Launch and track the new product or service program to implement
modifications for success.
IMPLEMENTATION SCHEDULE
Start
Advertising End Date Budget Manager Department
Date
Advertising Campaign #1 1/1/2016 6/30/2016 $3,750 Marketing
Advertising Campaign #2 7/1/2016 12/30/2016 $5,500 Marketing
Other          
Total Advertising Budget     $9,250    
Start
PR End Date Budget Department
Date
Pamphlet Completion 1/1/2016 3/1/2016 $1,000 Marketing
Other          
Total PR Budget     $1,000    
Start
Direct Marketing End Date Budget Department
Date
Marketing Plan Completion 1/1/2016 2/1/2016 $0 Marketing
Other          
Total Direct Marketing
    $0    
Budget
Start
Web Development End Date Budget Department
Date
Website Completion 1/1/2016 3/15/2016 $9,200 Marketing
Other          
Total Web Development
    $9,200    
Budget
Start
Other End Date Budget Manager Department
Date
           
Other          
Total Other Budget     $0    
Totals     $19,450  
Keys to Success

Corporate Fitness’s keys to success are:

 Marketing services to companies and individuals.
 Recruitment of experienced companies and individuals.
 Dedication and hard work of the founder.
 Raising productivity.
 Lowering overall costs.

Marketing Strategy
Bounce Fitness will begin by targeting small to medium-sized businesses in the
CBDs of Brisbane, Sydney and Melbourne.
The first task is to convince senior executives of the benefits and needs of
wellness programs. This will be accomplished by aggressively pursuing
interaction and relationships with business professionals who would profit
from using this service. Once a strong image is established, Bounce Fitness
will use similar strategies to market its services to larger corporations in the
CBDs of Brisbane, Sydney and Melbourne and then investigate other areas
of expansion.