La Fitness Marketing Plan Phase III

1824 Words4 Pages

"LA Fitness grew out of three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to get together to jointly manage these clubs, with the aim of building up a network of gyms with first class facilities. In 1996 they created the LA Fitness brand and the following year they joined the top ten health and fitness club operators, catering to a wide variety of people of all shapes and sizes and with a huge range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided they needed more control - they wanted to make sure LA Fitness could continue to provide affordable membership and a fun environment for its growing band of members. LA Fitness now has more than 88 clubs and over a quarter of a million members all over the United Kingdom" (LA Fitness, 2007).

Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.

Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...

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Rummel R.J.(2005). Freedomism. . Retrieved July 28, 2007, from http://freedomism.blogspot.co m/2005/05/chapter-4-intentionality-principle.html

DiSC. (1996). Classic and Models of Personality Research Report . Retrieved July 31, 2007, from http://www.inscapepublishing.com/pdf/PPSMOPO-232.pdf.

Zins, Andreas H., & Bauernfeind, Ulrike. (2005). Information and Communication Technologies in Tourism 2005 (5th ed.), from http://www.springerlink.com/content/k2872j0q6705r377/

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