Read more
Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Lincoln, language: English, abstract: Health and fitness are becoming increasingly important in contemporary society. The German population is being encouraged to improve their own health through communication media, health insurance and politics. This results in a rising trend to take part in more sport within the population. According to a survey by Forsa, every third German (33 %) is an active member of a sports club and every fourth German (24 %) regularly trains in a gym. The fitness industry benefits from this trend and the sector has great potential for growth.
Since there is still a great potential for growth within the sector, Aspria should focus on the market penetration strategy, according to Ansoff. This strategy involves the consolidation of their existing product (the gym) within the existing market to gain a higher market share within the fitness sector.
Therefore, the operational marketing objective for the following campaign is to increase the number of memberships. Using the SMART-Model, the objective can be stated as follows: Increase the number of memberships by 10% by the end of the year 2019. Within the following paper a comprehensive marketing plan will be developed in order to reach the objective.
