Another key strength for Planet Fitness is the Judgment Free Zone philosophy. This attracts the average person instead of the body builder type that typically dominates work out centers. By adopting this policy the gym can reach a larger demographic, since majority of the Oshkosh population would be considered average in terms of work out usage. Other key strengths that are associated with the Judgment Free Zone are a free personal training, and easier to use machines so that members feel comfortable in the gym. As a part of the marketing mix we plan to implement a new member orientation to help members feel more comfortable when they come into the gym. This would greatly improve our product and is a key strength to Planet Fitness There are …show more content…
many exciting opportunities that could greatly help business. The biggest opportunity Planet Fitness has is using our close location to the UW-‐Oshkosh campus and many area high schools to include a younger age demographic. Concentrating on some basic advertizing strategies in the campus area is a great opportunity to expand the Planet Fitness customer base. Another key strength is the fact that there are many large businesses in Oshkosh that support a large portion of the Oshkosh and surrounding areas with jobs. These job opportunities bring more customers close to the Oshkosh location, it is convenient and easy for members to stop in after a day of work. Another opportunity is that many of the other work out facilities in this area are expensive to join. Many of the UW-‐Oshkosh students already have memberships to the Wellness Center, but in the summer and during the holidays there are limited hours and memberships are costly. Another opportunity for Planet Fitness is that getting fit is currently a very big trend. Health consciousness is extremely influential in our society and can greatly help our business. It is also the start of the New Year, and many people make it their resolution to get in shape and go to the gym more. The economy is slowly coming out of a recession and many people do not want to spend a lot of money. Planet Fitness is very affordable making people feel like there is great value in the product that they are receiving. Even after families are recovered from the recession, members will keep their memberships with Planet Fitness rather than moving to a higher cost gym because they will see that they are getting the same quality for a lower price. Key Weaknesses and Threats A key weakness that we will have to assess is the fact that Planet Fitness has limited options in the types of workout equipment and facilities they offer compared to other gyms in the Oshkosh area. To help minimize this threat, we will be offering group exercise classes to help make up some of the things that we are lacking. Another weakness that could result is a loss of customers is the lack of a daycare facility. Since we will be expanding to include younger demographic this may not be a big problem but it is something that we need to be aware of. Another weakness that could affect Planet Fitness is the yearly membership fee.
Many people would consider this a hidden fee and could label it deceiving to the low price that we advertise. To help minimize this we will be taking out the annual fee for students and senior citizens. This will help minimize the weakness since students are such a large part of our expanded target market. A major threat to the business is the fact that UW-‐Oshkosh students already pay for a gym membership that is included in their tuition. It is important that we do everything possible to promote Planet Fitness and draw this group in. We will minimize this threat by offering student discounts and gearing our promotions towards the younger demographic. The final threat is the location of the gym; it is located on the north side of Oshkosh. For some our customers it could take twenty or more minutes to get to the location. This could make some of the target market reconsider purchasing a membership. A possible way to minimize this is to consider adding another location or relocating to a more central location. This is not something that we plan to do immediately but is something that we may consider in order to remain successful. Marketing
Objectives 1.) Increase awareness of the Planet Fitness facility and its benefits among local college and high school students: 40% total awareness in year 1, 60% in year 2, and 80% in year 3. 2.) Increase membership 10% per year for the next three years. (See Budget section for specific numbers.) Target Market The target market is residents in the Oshkosh area between the ages of 15 and 44 who are interested in maintaining an active lifestyle but may not be able to afford expensive memberships. We believe that this is a good target market for this area because of the large volume of people in that age category that reside in this area. According to the U.S. Census Bureau 51.3% of the Oshkosh population, or 32,300 people, are in the age range. There are also several high schools in the area, along with many big businesses that will bring new customers to town. Another portion of the population not included in the information above is students from UW-‐Oshkosh. This will also account for a significant portion of our target market being that there are approximately 10,000 students on campus who are not included in the Oshkosh population. While residents between the ages of 45 and 59 are not in our target market, they are still part of the market. This age range makes up 15.2% of the area’s population, or 9,500 people. Altogether the gym membership market size in the area is around 51,800 people. After conducting a survey of UW-‐Oshkosh students, a significant part of Planet Fitness’ target market, we reaffirmed the need to promote awareness among this group.
Customers usually make decision of purchase by comparing the “value” of a product or service, which can be looked as the benefit–sacrifice ratio. Many customers find the prices of most health club and gyms too high because they see little value in some of extra amenities, in other words, they find that the benefit they receive is not valuable, comparing to the sacrifices they make; in this case, the benefit-sacrifice ratio in this case is pretty low. Therefore, Planet Fitness offers good value membership, which means high benefit-sacrifice ratio for customers, comparing to other major gyms.
Strengths for Duquesne University would be that it is nationally ranked number 115. This is a number that can beat many competitors and creates benefits for those that attend. Classes that have fewer than twenty students is 40.9% and classes that have fifty or more students is only at 9%.. (http://colleges.usnews.rankingsandreviews.com/best-colleges/duquesne-university-3258/rankings). Duquesne is located in Pittsburgh Pennsylvania and is known to be one of the top places to live in the country. Pittsburgh is considered the most livable and resilient. There is a young crowd that could be an interest for young adults, also this city is considered to be the third safest cities in the states (https://fitt.co/pittsburgh/pittsburgh-best-city/). Religious values are what many people look for to keep that connect they have with their beliefs, having these values instilled in the curriculum could be a benefit view for parents and students.
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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Measure L also known as The Richmond Fair Rent, Just Cause for Eviction and Homeowner Protection Ordinance to be implemented in the city of Richmond. The Ordinance proposes to establish rent control, a rent board, and just cause for eviction requirements in the City of Richmond be adopted.
facility. All of the gyms are up to date with the newest equipment and free weight.
Wal-Mart follows the everyday low prices “EDLP” strategy, which proved to be one of the most successful pricing strategies. Wal-Mart achieves that through an efficient supply chain management that tracks all goods from manufacturers to suppliers to end customers. LU, C. (2014)
The gym is a place where a typical American college student goes to work out their bodies. Based on the fact that I personally could be considered a gym rat, a stereotypical name for someone who spends a lot of time in the work out area. This is partially by choice being on the swim team requires the strength training equipment that is available to our disposal in the gym. While I have been to the gym many times I haven’t really taken the time to take in the other people around me. Within this ethnographic exercise I will explore the college gym norms within Roger Williams University.
Both Darian and Keara have been members for now a year. They had different perspectives on why they joined. Darian’s reason behind joining the club was to work out. Keara’s reason was to receive community service hours, get active, and work out. Darian felt that the community is not yet connected, but he does believe it will be soon. Their purpose as members of AMFC is to help people achieve their goals for fitness. Darian stated that transforming the campus is what motivates him to stay active in the group. Keara is motivated by getting people involved in American Muscle Fitness Club to live a healthier lifestyle. AMFC’s main goal is to promote health, fitness, and diversity. They strive to achieve their fitness goals and have fun with fitness as a family. American Muscle Fitness Club encourages others to participate in activities related to the group by working out as a fitness family to become a better version of yourself. These methods work because they do have people constantly wanting to
The gym is the world of gods and heroes, goddesses larger than life, a place of incantations where our bodies inflate and we shuffle off our out-of-gym bodies like discarded skins and walk about transformed. . . . Here, in this space, we begin to grow, to change. The transformation has begun, and our flawed humanity is falling off fast. We are picking up our shoulders, elevating our chins, shaking ugliness from our shoulders with a series of strokes, the glistening dumbbells, listening to our blood's rush. Our pasty misshapen bodies are developing clean lines. Our day's tribute of trials and heartaches is fading, for here, in this gym space, we become kings and queens. Larger, invincible, gods in ourselves. (Introduction, Bodymakers: A Cultural Anatomy of Women's Body Building)
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The SWOT analysis is a useful tool for identifying our personal strengths, weaknesses, opportunities, and threats to our plans and goals. According to a “Fuel My Motivation” article (2010), this analysis considers internal influences that can positively or negatively affect our ability to achieve our goals. The internal factors are our strengths and weaknesses. Also considered are opportunities and threats, which are external influences that can have a positive or negative impact on the ability to achieve our goals. I will share how the self-assessment instruments and self-exercises in this course have contributed to assessing and understanding my strengths and weaknesses. I will also discuss techniques I will use to leverage my strengths and understand my weaknesses. In addition, I will consider opportunities that I can take advantage of and the threats that can possibly impede my progress.
The gym where I train and workout, the Dubuque Martial Arts Group, is a place where I know who I am. It is a place I can go to escape my problems for a while and release some stress. It's not the actual physical building, but rather the events that have occurred there over the years. It's where I have formed some of my closest friendships. It is the place I have invested years of hard work for many of my accomplishments. To some it may seem odd that a place associated with sweat, blood and physical pain mean so much to someone. However, in my eyes it's almost like a second home.
Educating students about obesity among race may encourage them to seek out ways to improve their health for the long haul. At the end of the demonstration by Jillian, students will be able to plan an exercise routine that may be accomplished in their dorm or apartment where there is limited access to gym’s.
Distinctiveness: The unique selling points will be the personal trainers who will help educate the participants.