MBA570 Marketing Plan: Elite Martial Arts and Fitness - University of Phoenix

Name: MBA570 Marketing Plan: Elite Martial Arts and Fitness - University of Phoenix
Brand: University of Phoenix
Price: 3 USD
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Author: Benjamin Fisher

A marketing plan assignment focusing on business strategy for Elite Martial Arts and Fitness. Includes structured solutions.

Benjamin Fisher

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Marketing Plan 1
Marketing Plan: Elite Martial Arts & Fitness
Candace Frawley, Albert Garcia, Phillip Hinkle,
Thadeaus Jones, Robert Sikes, MBA570
University of Phoenix
August 26, 2006
Develop a comprehensive marketing strategy for Elite Martial Arts & Fitness to achieve
its goals of increasing market awareness by 30% and revenues by 50% over the next
24 months. Your strategy should include a detailed analysis of the situational context, a
competitive SWOT analysis, and actionable marketing objectives. Additionally, propose
specific marketing tactics to attract new fitness customers while retaining the existing
martial arts clientele. Your answer should be between 1,500 and 2,000 words."

Marketing Plan 2
Abstract
Elite Martial Arts & Fitness has served the local Tucson area for the last twelve months.
The locally owned for-profit start-up company promotes wellness and fitness to the local
community by providing martial arts, self-defense, and fitness training services. Elite Martial
Arts & Fitness distinguishes itself by offering quality martial arts instruction, unsurpassed fitness
training, and an exceptional training facility above all competitors.
Elite Martial Arts & Fitness’ founder and newly assembled management team plan to
penetrate the local martial arts and fitness industry using their combined 50 years of business
experience. The management team’s efforts will focus on increasing Elite Martial Arts &
Fitness’ market awareness by 30 percent and revenues by 50 percent over the next two years. A
marketing plan will be implemented to reinforce and ensure goals are achieved.

Marketing Plan 3
Marketing Plan: Elite Martial Arts & Fitness
Situational Analysis
Elite Martial Arts & Fitness (Elite) is a locally owned for-profit start-up company.
Mr. Albert Garcia, a retired Marine infantry officer, is the fitness center owner and manager. He
has pursued his passion in the martial arts and fitness industry as an entrepreneur to help civilians
both in wellness and fitness.
Currently, Elite has managed to keep its doors open to the public without a marketing
plan; however, due to start-up struggles and lack of resources, business has stagnated due to
aggressive local competition. To remain competitive and achieve growth sustainability, the club
owner has sought the expertise of his martial arts and fitness center students to help grow the
business. As such, the owner has created a management team based on their individual business
experiences. The owner and newly appointed management team plan to collaborate to identify
the company’s current situation by conducting a SWOT analysis on Elite, and a competitive
SWOT analysis on their competitors in order to create a successful marketing plan.
Company Background
Elite opened its doors a year ago and has not broken even—generating enough revenue to
cover rent and supplies. The Club Owner has selected a few martial arts students and personal
trainees to help run his business. These individuals have been assigned job titles and
responsibilities based on their current interest and expertise. An agreement has been made
between parties that services will be rendered (free membership and training) in exchange for
their talent and expertise. The newly appointed management team is listed below by individual
job title. They are as follows:

Marketing Plan 4
Management Team
Fitness Center Owner/Manager—Mr. Albert Garcia will oversee the entire operation by
collaborating with the management team to support the vision and goals of company. The
corporate fitness center manager oversees the day-to-day operation, hiring and training, and
development of fitness programs for company employees. Work as a personal trainer for
corporations and locally owned fitness center. Additionally, the fitness center owner/manager
will seek to develop fitness plans for local companies.
Finance Manager—Mr. Robert Sikes will oversee company financials, business unit
budgets, and future financial strategies.
Social Marketing Manager—Ms. Candace Frawley will be responsible for creating and
developing activities to increase sponsorship sales. Depending on the goals of the organization,
the Social Marketing Manager will plan, market, and manage various fund-raising activities and
community outreach programs.
Sales Manager—Mr. Thadeaus Jones will be responsible for creating and developing
activities to increase corporate (corporate wellness programs), private (personal training), and
regular membership sales. Depending on the goals of the organization, the sales marketing
manager will assist in planning future sales events to help boost revenues.
Supply Manager—Mr. Phillip Hinkle will be responsible for the purchasing and selling
of equipment, supplies, merchandise, and facilities maintenance and construction in support of
future growth and expansion. In addition, the Supply Manager will support e-Commerce
transactions conducted through the company’s website (e.g., new memberships, merchandise,
and equipment sales).

Marketing Plan 5
Company Situation
Elite has a strong martial arts customer base but lacks fitness customers. Martial arts
customers currently train—Monday through Friday—during peak morning (10:00 AM to 11:00
AM) (see Cash Flow Analysis, Appendix A) and evening hours (4:30 PM to 8:30 PM) on an
average of twice per week with a modified weekend schedule. However, fitness customers have
peak hours between 6:00 AM to 9:00 AM and 4:30 PM to 7:00 PM, Monday thru Friday, and
train on an average of twice per week, complemented by a modified weekend schedule.
Currently, Elite offers private and personal group training—keeping its fitness services
personable. Furthermore, Elite does not offer monthly gym memberships.
Given the total current customer base, Elite is operating at 24 percent capacity totaling
approximately 167 memberships based on a total possible operating capacity of 690
memberships. Of total memberships, martial arts students account for 141 memberships and the
remaining 26 memberships comprise fitness trainees. Last year, Elite memberships generated
aggregate operating sales of $322,000. The owners’ goal is to increase revenues by 50 percent
over the next two years. For a complete financial breakdown, including pro forma information,
refer to Appendix A.
Company Logo
Elite’s management team has collaborated to create an exciting and vivid company logo
as follows:

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Marketing Plan 6
Marketing Objectives
The management team and fitness center owner have created specific, measurable, and
quantifiable marketing objectives to support the company’s subsequent 24-month growth. The
objectives are as follows:
1. Create an upcoming sales forecast to reflect a 50 percent revenue growth over the
next 24 months.
2. Provide market awareness data for Elite.
In support of the sales forecast marketing objective, Elite’s Finance Manager produced
analysis data and charts that describe the company’s current cash flow situation and 24 month
sales projection. Reference the following tables for detailed information:
1. Sales Seasonality by Month (2006 and 2007)—Tables 1A and 1B.
2. Twenty-four Month Sales Forecast (2006 and 2007)—Table 2.
3. Contribution Income Analysis Pro Forma (2006 and 2007)—Tables 3A and 3B.
4. Cash Flow Sensitivity Analysis (2006 and 2007)—Tables 4A and 4B.
In support of the market awareness marketing objective, Elite’s management team
collected and compiled data to produce the following:
1. Tucson Business Saturation Analysis—Table 5.
2. Elite’s Market Awareness Goals.
The Business Saturation Analysis provided an overall picture of Elite’s position in the
local Tucson market. Based on the data, Elite has a wide variety of services to offer their
customers but has not marketed and advertised their services properly. As such the management

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Marketing Plan 7
team has decided to increase their market awareness by 30 percent. To obtain the increase,
Elite’s management team has taken it upon themselves to conduct both an organizational and
competitive SWOT analysis.
Organizational SWOT Analysis
Following is the SWOT analysis for Elite to further identify the strengths and weaknesses
and examine the opportunities for the company.
SWOT Analysis
1. Strengths
Martial Arts Umbrella
Martial Arts/Self-Defense Training
Krav Maga (Contact Self Defense)
UFAF (Chuck Norris Style) Chun Kuk Do Karate
Brazilian Jiu Jitsu/Hiraido Jiu Jitsu
Muay Thai Kickboxing
Adult Self Defense Classes
Kids Self-Defense
Fitness Umbrella
Fitness Training
Boot Camp Fitness Programs
Private Fitness Memberships
One on One Personal Training
Small Group Personal Training Sessions
FitKids (Fitness for Kids ages 9-15)

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Marketing Plan 8
Weight loss and life coaching
Pilates and Cardio Kickboxing
Strength Training and Sports Conditioning for athletes
Licenses
Martial Arts Licenses
Adult Self-defense Licensee
Krav Maga (Contact Self-Defense) Licensee
Kids Self-Defense Licensee
Fitness Licenses
None
2. Weaknesses
Martial Arts Umbrella
Stagnant customer base
Pricing structure targets select market (Membership Pricing)
Sales strategy
Explore alternate methods of collecting payment (Demo’s and
Seminars)
Amenities
Lack of Childcare
Reception area unmanned during off-peak hours
Fitness Umbrella
Too much down-time
Complicated pricing structure

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Marketing Plan 9
Lack of diversity in fitness programs
COED
Amenities
Lack of Childcare
Reception area unmanned during off-peak hours
3. Opportunities
Martial Arts Umbrella
Full Kontact Kombat
Mixed Martial Arts (MMA)
Fitness Umbrella
Aerobics
Kombat Kardio
Capoeira—a Brazilian art form
4. Threats
Martial Arts Umbrella
Competition
Private Martial Arts/Self-Defense studios
Fitness Umbrella
Competition
Private Fitness Centers
Franchise Fitness Centers
Gold’s Gym
LA Fitness

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Marketing Plan 10
Bally Total Fitness
5. Trends
Martial Arts Umbrella
Mixed Martial Arts (MMA)
Fitness Umbrella
WarriorSati
Rope Burn (Yara, 2006)
Capoeira—a Brazilian art form
Competitive SWOT Analysis
Company Overview—Gold’s Gym
Gold’s Gym is the largest chain of co-ed gyms in the world. There are over 600 locations
in over 25 countries and has over three million members and continues to grow as new locations
are opened Gold’s Gym has been featured in films such as “Pumping Iron” which has helped it
gain international marketing. The company has many different services to offer the consumer
from weight loss, to cardiovascular exercise, to martial arts and strength training. One of Gold’s
Gym’s marketing slogans is “Our members run 556,800 miles per day, or 23 times around the
earth” (Gold’s, 2006).
Following is the SWOT analysis for Gold’s Gym to further identify the strengths and
weaknesses and examine the opportunities for this company.
SWOT Analysis (Gold’s, 2006)
1. Strengths
Martial Arts Umbrella (Location Specific)
Engagement of Martial Arts and Boxing

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Marketing Plan 11
Professional Boxing
Jujitsu
Taekwondo
Hapkido
Professional Wrestling
1Fitness Umbrella
Fitness Training
One-on-One Personal Training
Private Fitness Memberships
Small Group Personal Training Sessions
Kids Klub (Child Care)
Weight loss and life coaching
Pilates
Circuit Training
Nutrition Counseling
2. Weaknesses
Martial Arts Umbrella
Location Specific
No payment schedules
Not Marketed
Amenities
Fitness Umbrella
Location specific to programs

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Marketing Plan 12
No variation in scheduling of different programs
Small class sizes
Customer Service
Does not enforce Gym rules
Sells the membership using distasteful tactics
Contracts are not cancelable
3. Opportunities
Martial Arts Umbrella
Better Variety of style (kickboxing)
Have same classes throughout franchises
Provide Scheduling variability to allow for more attendance
Fitness Umbrella
More Variety of topics (kickboxing)
Have same classes throughout franchises
Provide Scheduling variability to allow for more attendance
Customer Service
Enforce Rotation of machines
Be upfront with sales requirements
Cancelable contracts
4. Threats
Martial Arts Umbrella
Competition
Private Martial Arts/Self-Defense studios

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Marketing Plan 13
Fitness Umbrella
Competition
Private Fitness Centers
Franchise Fitness Centers
LA Fitness
Bally Total Fitness
Curves
5. Trends
Martial Arts Umbrella
Mixed Martial Arts (MMA)
Fitness Umbrella
Stiletto Strength (focuses on women leg strength
Forza (sword wielding focusing on upper body)
Gyrotonic “Gyrotonic training combines principles from yoga, dance,
gymnastics, swimming and tai chi” (Yara, 2006)
Company Overview—LA Fitness International, LLC
LA Fitness International, LLC (LA Fitness) is an international sports and fitness
company that was started in 1984. The company has over 140 locations nationwide and over 67
international locations. The mission of LA Fitness is to “help as many people as possible to
achieve the benefits of a healthy lifestyle” (LA Fitness, 2006). The company supports this
mission by offering a wide variety of membership options and a vast selection of amenities.
Personal training, tailored fitness programs, and a huge array of classes are merely a sample of

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Marketing Plan 14
the benefits LA Fitness has to offer. Following is the SWOT analysis for LA Fitness to further
identify the strengths and weaknesses and examine the opportunities for this company.
SWOT Analysis (LA Fitness, 2006)
1. Strengths
Martial Arts Umbrella
Martial Arts and Boxing
Kick Boxing Cardio
Club Boxing Circuit
Fitness Umbrella
Fitness Training
One on One Personal Training
Private Fitness Memberships
Small Group Personal Training Sessions
Water Aerobics
Yoga and Pilates
Circuit Training
Nutrition Counseling
Kids Klub (Child Care)
Corporate Wellness Program
2. Weaknesses
Martial Arts Umbrella
No Real Martial Arts Training Available
Fitness Umbrella

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Marketing Plan 15
High costs for personalized training
Certain classes are location specific
North side location has limited space during peak hours
Customer Service
Complicated contracts
Questionable sales techniques
3. Opportunities
Martial Arts Umbrella
Offer more Martial Arts classes
Jujitsu
Taekwondo
Karate
Have same classes at all locations
Fitness Umbrella
Extended Hours of Operation
Larger Corporation with sizable marketing budget
Customer Service
Well trained staff
Larger corporation with ability to provide consistent training programs
4. Threats
Martial Arts Umbrella
Potential competition from private Martial Arts/Self-Defense studios
Fitness Umbrella

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MBA570 Marketing Plan: Elite Martial Arts and Fitness - University of Phoenix

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