Marketing Strategies

Organizations in Context

Organizations in Context

Introduction

Marketing involves a modification in the way of thinking, which is thinking about customer needs and then creating the appropriate products to satisfy them, instead of manufacturing a product first and then attempting to look for customers. It is extremely difficult to get customers to believe that they are being offered the best products for their need. In addition, there are many competitors offering similar products, which reduce the probability that the customer would select a specific organization's product. Thus, the need for strategic marketing, also called marketing strategies, arises. Strategic marketing is essential as it allows a manager to make decisions that prove effective in formulating and implementing marketing strategies.

Sports and recreation industry is rich in material wealth of society. The gradual increase in leisure time more and more adored by the masses increased the importance of sports and recreation activities. In some developed countries, sports and leisure has not just become a fashion, but considered a lifestyle. The sports and leisure industry is facing vigorous development because of various benefits including health concerns, fitness and entertainment.

The proposed business is a multi sports complex. There is a growing demand for leisure centers in Mayfair, London. It is estimated that approximately seventy percent of British people have the feeling that they have a serious problem with obesity, which has driven many people towards the best solutions, sports. Currently in Mayfair, every second adult is overweight, while one in eight people are obese. In addition, the problem is also becoming more apparent in younger people.

The purpose of this term paper is to present the finding of research on the developing of a business marketing strategy that supports the opening of Beechmount Leisure in Mayfair, London. The paper attempts to device a comprehensive marketing plan that includes, promotional activities, quality of services, positioning strategy and pricing strategy for the new business. The demand of the leisure and sporting activities prevailing in the area prove that the business is bound to succeed as a prosperous one in the days to come.

Marketing Audit

According to specialists, Mayfair has become a hub for various clubs and sports facilities. The rising demand for the health and fitness has caused the increase in sports facilities.

Beechmount Leisure is a new multisport complex that will provide both members and local users an opportunity to participate in a variety of sports and leisure programs and activities. With the development of sports, people are getting more and more attracted towards the fitness and health clubs. This has now become a common trend and is considered to be a lifestyle of every American.

In general, London is undergoing various demographic changes that should be well known in order to make the plan as practical as possible. The market for fitness and sports is on the rise and a great number of people are getting intensely interested in their health and fitness status. Figure 1 and Chart 1 provide the information of potential customers and the ...