BPI Sports LLC is a nutritional supplement company based in Florida that focuses on products for muscle gain and bodybuilding. The company was established in 2010 and has 51-200 employees. It faces competition in the growing nutritional supplement industry from companies like FitFlex. A SWOT analysis identified strengths like customer loyalty but also weaknesses like a lack of FDA approval and limited brand recognition. The marketing objectives are to develop new products to attract more customers and increase profit margins.

1. MKT/574 v1
Strategic Marketing Plan
MKT/574 v1
Page 3 of 10
Strategic Marketing PlanPart A: Environmental Analysis and
SWOT Analysis
(Due in Wk 2)
Company Description
For the environmental and SWOT analysis, I selected BPI
Sports LLC before making a strategic marketing plan. It is
based in the United States, Hollywood, Florida. The line of
products this company works on is nutritional supplements. It
not only develops and formulates but also works on marketing
nutritional supplements. Its mission is to deliver the highest
quality nutritional supplements for muscle gain and
bodybuilding to its consumers, which can optimally help them
reach their fitness goals (Directory, 2021). The vision statement
is based on the phrase "make a difference." They have the
vision to formulate the best product to inspire and implement
changes in the human physique. The company was established
in 2010. It operates with 51 to 200 employees.
Environmental AnalysisCompetitive ForcesThe industry of
nutritional supplements, whether it involves mineral/vitamin
supplements or protein supplements, is on the rise and
incrementing at the rate of 7.1%. This fact has attracted a lot of
developers to establish their companies in the market, which has
led to an increase in the competitio n. The main component to
survive this completion is to gain the customers' loyalty. This
can only be achieved through time. As people become more
comfortable and dependent on a specific nutritional supplement,
they tend to stay with the same brand instead of choosing

2. another one. FitFlex Company is the biggest competitor of BPI
sports in the nutritional supplement industry. BPI Sports is
spending more resources to gain customer loyalty which is a
beneficial factor as it provides an edge over FitFlex Company.
Economic Forces
Economic issues have rendered the sales low, which has led to a
low-profit margin for BPI sports. This economic issue was due
to the factor of quarantine due to the COVID-19 pandemic.
Political ForcesDuring the year 2016, elections were scheduled.
It was predicted that the inflation rate would reach 1.7% (The
Election’s Effect on Expected Inflation, n.d.). This increment in
inflation caused a rise in the cost of manufacturing. Spending
more revenue on manufacturing led to narrow profit margins.
Legal, Regulatory, and Ethical IssuesThe food and drug
administration (FDA) is a regulatory body that monitors the
standards of nutritional supplements. It checks not only the
manufacturing process but also the ingredients that are added to
the supplements. Any issue, whether it is regulatory or ethical,
can lead to serious legal charges. Technological ForcesThe
technological issues faced by the company in the past have
already been resolved involving the use of advanced
formulation machinery in the developmental process. For online
fitness programs, relevant technical support has also been
established to face the pandemic-related issues. Social Forces
The social trend of relying on computers to attain good fitness
levels during the time of quarantine in the COVID-19 pandemic
has increased the involvement of consumers in this company.
Current Target Markets
The target market comprises people who are fitness enthusiasts,
obese people, sportsmen, and bodybuilders. The main mode of
marketing has shifted to online as it is more accessible to
customers.

3. Review Current Marketing
The current marketing involves marketing sites on social media
such as Instagram, Facebook, and Twitter. Only 20% of the total
revenue is utilized in the marketing area.
SWOT AnalysisStrengthsThe main strength of this company is
its customer loyalty due to its high quality of nutritional
supplements. It also provides online access to its customers,
making it convenient for them. Weaknesses
Lack of FDA approval certification because less revenue is
spent on the research about the supplement. The brand is known
on a small scale only. OpportunitiesThe development of new
products with enhanced features can be made possible by using
technological advancements and advertising the new products
on different platforms. Policy formulation can also help in the
reduction of manufacturing costs. Threats
Unsatisfied customers and how they spread bad word about the
product and the new competitors entering the supplement
industry. Strengths to Opportunities & Converting Weaknesses
and Threats
To gain the approval certification from the FDA, some of the
revenue should be contributed to the research of the
supplements. With the development of new products and FDA
certification, the brand image can be improved, and with new
marketing sites for promotion, more customers will be attracted
to it.
Marketing ObjectivesThe marketing objective of BPI sports is
to develop new products with more efficacy so that with better
outcomes, more customers can be attracted, and the loyalty of
the previous customers can be improved. It is also projected that
with the launch of new products with low cost, the profit margin
will increase by 10%.
References

4. Directory, D. B. (2021). Bpi Sports, LLC. Retrieved from
https://www.dnb.com/business-directory/company-
profiles.bpi_sports_llc.274ca90d2bff86a1418e0515649742d1.ht
ml
The Election’s Effect on Expected Inflation. (n.d.). Elections
Effect Expected Inflation. Retrieved September 20, 2022, from
https://www.stlouisfed.org/on-the-
economy/2017/january/elections-effect-expected-inflation
Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.
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MKT/574 v1
Strategic Marketing Plan
MKT/574 v1
Page 2 of 2
Strategic Marketing PlanPart A: Environmental Analysis and
SWOT Analysis
(Due in Wk 2)
Company Description
Describe the company you are designing the plan for. Include:
· Mission Statement
· Vision Statement
· Product line description
· Company information, such as the size of the company
Environmental Analysis
Analyze the forces that affect the company and marketing
efforts.
Competitive Forces
Analyze the company’s key competitors. You may choose to use
a BCG Matrix or attribute checklist to compare your company
against its competitors. Describe any strategic moves the

5. competition has recently made. Estimate your market share.
Identify key competitive advantages against your competitors.
Economic Forces
Analyze the economic environment in the areas affecting your
business. Consider differences within your industry and the
economic impact on suppliers.
Political Forces
Analyze relevant political forces. Examples may include an
election year or a law to drastically reduce or eliminate plastic
waste in your county.
Legal, Regulatory, and Ethical Issues
Analyze the legal, regulatory, and ethical issues that may affect
your business. Considerations may include local laws such as a
ban on the use of plastic bags, the ability to post billboards, or a
possible increased regulation on direct mail.
Technological Forces
Analyze whether your company will be affected by emerging
technologies or trends in hardware and software industries
Social Forces
Analyze social trends and how they may affect your business.
Considerations may include if your business will be affected by
demographic trends, a growing dependence on computers, or
whether interest in your product might be affected by growing
preferences in the way things are done or changing social
values.
Current Target Markets
Define the company’s current target markets. Describe the
demographic, geographic, psychographic, and product usage of
these targets.
Review Current Marketing
Review the company’s current marketing tactics. Consider how
people find out about the product, how they get information

6. about the product or service, what might be involved in the
buying process, and what money is available for marketing. If
your company is a start-up, describe your competitors’ current
marketing.
SWOT Analysis
Assess your company’s strengths, weaknesses, threats,
opportunities, and then evaluate how to address these in your
marketing plan.
Strengths
Assess your company’s competitive advantage. Consider core
competencies, assets, location, practices, etc. that are distinct in
the way the organization meets the needs of its customers.
Weaknesses
Assess what limits the company may have in its current
marketing strategy. Consider if there is a company weakness
that needs to be addressed through Public Relations or
Marketing.
Opportunities
Assess the opportunities you see based on trends or
environmental conditions.
Threats
Assess the threats or limitations that may interfere with the
company’s ability to meet its objectives or interfere with
marketing plans.
Strengths to Opportunities & Converting Weaknesses and
Threats
Convert weaknesses and threats to strengths, then strengths to
opportunities in the marketing plan. Consider the implications
for addressing supplier relationships, implementing new
technologies, or changing the product line or addressing new
markets.
Marketing Objectives

7. Establish marketing objectives based on the results from the
SWOT analysis. Marketing objectives must align with corporate
objectives, modified by the company’s resources. Objectives
should include a date for the completion of the objective and the
way in which success will be measured. For example: The
company will expand its marketing efforts to include a new
market segment of 21- to 29-year-olds. This will entail the
development of a customized product by June 2020 that will
address the specific psychographic and technological needs of
this age group. This strategy is expected to attain a 20% growth
in overall sales by January 2020. Customer loyalty (willingness
to recommend the product) will increase by 30%.
Part B: Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside
the organization and what information you will receive from
each source. Identify 3-6 sources of internal data. Insert or
remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: Sales data
Monthly sales by specific product
Average sales that month in US dollars for each of 10 products.
Data can be segmented by business and consumer markets.
Can be used for trend analysis, projections, and to measure
effectiveness of promotions.

8. Secondary Data
Evaluate secondary data sources and the specific information
you need from each source. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: U.S. Census Bureau
Income over the last 4 years by family structure
Household structures with the highest income capacity
Market Share Analysis
Customer Segments

9. Primary Data
Evaluate primary data needs to create and evaluate the
marketing plan. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: Focus group
Product usage, motives, identify group level satisfaction,
decision process, etc.

10. Qualitative
Identify different reactions of market segments to product.
Identify marketing opportunities, product/service flaws and
opportunities
Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM
events for customer acquisition, retention, and profitability.
Insert or remove rows as needed.
CRM Touchpoint

11. Purpose & CRM Objective
Data
Potential Data Usage
Example: Customer profile information on website
Starts the account for visitors: name, geography, email address
(Customer acquisition)
Presale: geographic location; customer id, source of reference
Email address
Post sales: address, product purchased, quantity, price.
Track new and returning customer counts, total period
purchases by customer ID, geographic sales data. Can be used
for loyalty rewards, retention, and targeted marketing.

12. Part C: Market Strategy, Marketing Channels, Implementation,
and Monitoring
(Due in Wk 6)
New Customer Segments
Determine any new customer segments for your strategy and
describe how you will provide value to each segment.
Marketing Mix for New Customer Segments
Determine adaptions for each new customer segment.
· Products
· Price
· Distribution
· Traditional Promotion
· Online Promotion
Marketing Implementation
Create the implementation for your marketing plan. Describe
how you will organize and implement the plan, such as whether
it will be organized by market, geography, and who is
responsible for marketing decisions.
Marketing Communication Channels
Evaluate the marketing communication channels you will use to
reach selected audiences. Include Internet and traditional
communication channels to convey key messages. Describe the
advantages and disadvantages of each channel you select. Insert
or remove rows as needed.
Channel
Target Market

13. Advantages
Disadvantages
Example: Direct mail
Middle class residential
Can include coupons
Expense and low return rate for given product
Strategic Actions
Develop specific activities required to implement the marketing
plan. Identify the person or role who will be responsible for
each action, when it will be complete, and what standard or

14. metric indicate that the activity is complete. Insert or remove
rows as needed.
Action
Date for Completion
Person/Role Responsible
Standard/Metric
Example: Design flyer for direct mail campaign
1/1/2021
J. Smith, graphic designer
Approval by senior marketing team and legal

15. Monitoring
Develop the measurement to identify how you know you have
been successful for each strategic action. Specify the measures
to track performance against goals. Identify standard reports
from your online and traditional marketing efforts. Insert or
remove rows as needed.
Action
Target
Person Responsible
Inter-measurement
Example: Direct mail flyer
1100 new inquiries
Western regional manager
500 new inquiries first month of campaign

16. Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.
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