Fast Fitness, e-marketing plan

Résumé du document

Fast Fitness is a small player in the fitness industry with 2.2% shares of the market. Started in 2006 in the urban area of Sydney, Fast Fitness subscribes to the new trend of wellbeing and it is well acknowledged that Baby Boomers, Generation-X and especially females are drawn towards this trend. The Australian macro-economy has been favourable in terms of policy as well as economically with continuous growth predicted in the coming years. Nevertheless, the entry of new companies will create sharp competition; it is administratively easy to start a new company. In terms of microenvironment, Fast Fitness has shown a strong introduction (in its product lifecycle) (Kotler et al. 2007) by creating a strong image via proposing a different service when compared to its competitors. Although now it experiences a lack in basic services (in terms of space and comfort) and its position is threatened by a shortage of skilled instructors, Fast Fitness can seize the opportunities of its industry.

In order to meet the objectives of Fast Fitness, an e-marketing plan will be recommended to the firm. Building the online brand of Fast Fitness requires critical steps and it will help the company to provide a unique online as well as offline experience for its customers.

Being an essential part of the e-marketing strategy, the online promotion of Fast Fitness will be done through two distinct channels: search engine optimization and paid online advertising. Optimum effectiveness of search engine usage will be achieved through the adoption of specific search engine optimization techniques. Nevertheless, association with major search engines is not enough and Fast Fitness will need to pay attention to paid online advertising options. These provide businesses with the means to achieve prominence in different search engines; it does not require waiting for the results of search engine optimization.

Extraits

[...] This could be related to the fact that it is fairly easy to enter the market, which increases the possibility for potential competition. Opportunities are seen in the growth of memberships for the upper age group, rising significantly since the (from 220.000 members in 1993 to 635.000 in 2004). Also, it is estimated by the International Health, Raquet & Sports club Association (IHRSA) that by 2010 there will be three million registered members. Fitness, for a long time was seen as an activity meant for the age group of 18-34 years old; however this has shifted to a more mature audience, which has a higher disposable income and has more concerns for health (Kotler et al. [...]

[...] Therefore Fast Fitness has to create a user friendly website totally based on its brand. The first impression by accessing the website should be, as mentioned before, a personal trainer supporting a customer with his/her exercises. The persons on that first picture must look professional and well trained to demonstrate the good conditions and effects of the personalised training. At the moment the website is very basic in its use as it is more like an online pamphlet without any web 2.0 tools. [...]

[...] As a consequence a new trend has arisen, being that more consumers now visit more holistic rather than common practitioners. Therapies like chiropractic, oriental medicine and homeopathy are the prominent ones (Macgregor 2001). In fact of Australians use alternative healthcare after having been disappointed by mainstream practitioners (Miraudo 2002). A result of this global trend is that the alternative therapy industry in Australia is growing with 30% each year (Owens 2005). Moreover spiritual providers have been increasingly consulted for their expertise in the holistic wellbeing of the soul through practices like yoga and meditation (Kotler et al. [...]

[...] A budget of 1000 USD for Fast Fitness should cover all registration costs. Apart from registering websites with important search engines, it is important to draw the attention of the advertising message of the company to the users, when they search for their requirements. Such objectives are facilitated through two channels, namely The use of links and paid advertising. Site designers drive online traffic towards their websites through usage of links from other sites with associated or complementary content and/or offerings (Harris & Dennis 2002). [...]

[...] Commercial expediency thus demands that registration for Fast Fitness be done as soon as the first optimisation exercise is completed (Plummer et al. 2007). Directory registration, which needs to occur before registering of websites with search engines, comprises of two steps, the choosing of directories most likely to drive site traffic, and the subsequent registration of the website with such directories. This is a simple task that can be done by the firm on its own or through various companies that offer such services (Plummer et al. [...]