Bounce Fitness Corporate Marketing Plan - Management Assignment Help

Assignment Task

Task

Bounce Fitness Corporate Marketing Plan 
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies. Bounce Fitness is based on two simple facts: 1. Healthy employees are more productive than chronically ill employees. 2. It costs less to prevent injuries or illnesses than to treat them after they occur. Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected. 

Situation Analysis 
Bounce Fitness began in 2001 in Cairns, Queensland. The business model has been well received and resulted in expansion to Brisbane, Sydney and Melbourne. Marketing is very important to maintain growth and market penetration. In addition to offering fitness facilities for corporations, Bounce Fitness' main activity is the creation and implementation of wellness programs. The basic market need is the reduction of corporate costs and the increase in employee efficiency that can be achieved through long-term wellness programs. 

Market Trends 
There are two significant market trends in the last five years. 
Increased use of fitness facilities on behalf of individuals. Exercising and 'working out' has become a more mainstream activity in Australians' lives over the last decade. Five to ten years ago there were widespread reports about an impending health crisis - obesity. Australians, relative to their Western counterparts have higher incidents of obesity. To a large degree, this is correlated to Australia's unhealthy diet of fast food, and generally poor food choices, especially fried foods. The poor diet is not the only factor however. Australians were fairly inactive, with only 19% of people aged 20-40 exercising three times a week. Luckily, that has changed over the last years. The percentage of active people has increased to 439,0 since 2002. More and more people are going to the gym after work or are incorporating some sort of outdoor activity into their daily routine. 
 

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