Running Head: ELEMENTS OF A MARKETING PLAN REPORT 1 ELEMENTS OF A MARKETING PLAN REPORT 7 Elements of a Marketing Plan Report Brandon Lee MKT/421 Danny Rudick March 13, 2017 Elements of a Marketing Plan Report The significance of marketing is very essential to any organization as does technology, society and business growth and depends on same traits that are aimed at improving the success of an organization. It is important to note that marketing is a backbone for every organization and without brand awareness; an organization cannot be easily identified. In this paper, I have chosen to focus on 24 Hour Fitness which is the world’s largest privately owned fitness centre chain. It is basically the best gym for meeting one’s personal fitness goals, with convenient fitness locations worldwide (24 Hour Fitness, 2017). They have developed various steps to uncover certain demographics, particularly the millennial. Key Environmental Forces that Created an Opportunity for the Company Like the Geek Squad, 24 Hour Fitness had to adapt to the changes within their environment. Changes in technology have created an opportunity for the company. Basically, technology is becoming a more essential component of fitness of a professional’s weapon, with some going further to provide training sessions through the web. Fitness training is increasingly becoming an outdoor activity, requiring new skills and collaboration among various people in the society. Fitness professionals are currently working with more older people and younger people than before, which needs new skills. Additionally, there has been demand and opportunity for 24 Hour Fitness personal trainers to collaboratively work with medical and allied health professionals (24 Hour Fitness, 2017). 24 Hour Fitness saw an opportunity to make full use of their expertise in helping those who needs fitness. Changes in the Purchasing Patterns of 24 Hour Fitness’ Target Market Recently In the recent days, clients were starting to see fitness services as critical elements of their health and long life. At the same time, older and young people were getting more interested in fitness and healthy living. The number of people above 65 years has immensely increased in the recent years. As such, fitness professionals increasingly required to be able to work closely with medical and allied health professionals to provide fitness programs that are suitable for the older people. With the introduction of Fitness First Kids and Fitness First for Teens in school holidays has actually increased the need for provision of fitness programs (24 Hour Fitness, 2017). The company has experienced an increase in demand for fitness professionals to work hand in hand with medical and allied health professionals to provide evidence based exercise programs for those with chronic conditions. Inclusion of the nutrition content in fitnes ...

1. Running Head: ELEMENTS OF A MARKETING PLAN
REPORT 1
ELEMENTS OF A MARKETING PLAN REPORT
7
Elements of a Marketing Plan Report
Brandon Lee
MKT/421
Danny Rudick
March 13, 2017
Elements of a Marketing Plan Report
The significance of marketing is very essential to any
organization as does technology, society and business growth
and depends on same traits that are aimed at improving the
success of an organization. It is important to note that
marketing is a backbone for every organization and without
brand awareness; an organization cannot be easily identified. In
this paper, I have chosen to focus on 24 Hour Fitness which is
the world’s largest privately owned fitness centre chain. It is
basically the best gym for meeting one’s personal fitness goals,
with convenient fitness locations worldwide (24 Hour Fitness,
2017). They have developed various steps to uncover certain
demographics, particularly the millennial.
Key Environmental Forces that Created an Opportunity for the
Company
Like the Geek Squad, 24 Hour Fitness had to adapt to the
changes within their environment. Changes in technology have
created an opportunity for the company. Basically, technology
is becoming a more essential component of fitness of a
professional’s weapon, with some going further to provide
training sessions through the web. Fitness training is

2. increasingly becoming an outdoor activity, requiring new skills
and collaboration among various people in the society. Fitness
professionals are currently working with more older people and
younger people than before, which needs new skills.
Additionally, there has been demand and opportunity for 24
Hour Fitness personal trainers to collaboratively work with
medical and allied health professionals (24 Hour Fitness, 2017).
24 Hour Fitness saw an opportunity to make full use of their
expertise in helping those who needs fitness.
Changes in the Purchasing Patterns of 24 Hour Fitness’ Target
Market Recently
In the recent days, clients were starting to see fitness services
as critical elements of their health and long life. At the same
time, older and young people were getting more interested in
fitness and healthy living. The number of people above 65 years
has immensely increased in the recent years. As such, fitness
professionals increasingly required to be able to work closely
with medical and allied health professionals to provide fitness
programs that are suitable for the older people. With the
introduction of Fitness First Kids and Fitness First for Teens in
school holidays has actually increased the need for provision of
fitness programs (24 Hour Fitness, 2017). The company has
experienced an increase in demand for fitness professionals to
work hand in hand with medical and allied health professionals
to provide evidence based exercise programs for those with
chronic conditions. Inclusion of the nutrition content in fitness
qualification has been a contentious issue for the company. It
has been accepted that fitness professionals require basic
knowledge of nutrition to do their jobs but they are supposed to
refer clients to the allied health professionals for further advice
regarding diet. Because of this, the number of people who has
indicated interest for fitness training in 24 Hour Fitness has
largely increased in the recent years.
Key Trends Likely to Influence 24 Hour Fitness in the near
Future
In the social perspective, trends indicate that younger and older

3. people will continue to increase and the use of online training
will also be in demand.
Economically, trends indicate that the economic situation is
basically poised to continue increasing as the cost reduces and
the income of the people increases. With more advancement in
technology, the 24 Hour Fitness Gym will expand their service
online web services in the provision of training programs to
people. Consequently, this will make fitness programs to be
more efficient in the near future.
In the competition field, trends indicate that there is stiff
competition for the provision of training programs from other
organization. This provides more ideas and improvements in the
service provision for 24 Hour Fitness to distinguish themselves
from other competitors. In the regulatory perspective, trends
also indicate that there may be some transfer of their online or
web training programs.
There need to be changes in the regulations of the company to
comply with relevant laws.
Differentiation Strategy that 24 Hour Fitness should use to
Market their Services
Differentiation strategies are basically critical strategic
marketing processes. 24 Hour Fitness should develop
differentiation strategies that would help them to build a strong
competitive advantage. There is need to differentiate the
services that 24 Hour Fitness offers to those of other competitor
organizations. First of all, the company should verge(?) into
social networks such as Facebook, Blogs, Twitter, etc. to market
their services. They need to engage with online clients to
determine and quickly respond to their need in real time (Hitt,
Ireland & Hoskisson, 2012). Additionally, through the social
networks, they can promote discounts and promotions to their
clients and give their advertisement because many people today
can be reached through the use of social media networks. They
also need to invest largely on the online training program. They
can use you tube or the television, or even their websites to
offer such trainings. 24 Hour Fitness should hire someone who

4. can answer the questions of the clients, educate them and help
humanize and give the company brand popularity. In the ad
messages, the company should clearly differentiate themselves
from their competitors by promoting the benefits or attributes of
the company that makes it unique to the people.
The company should also use tools and technologies that are
current and up to date in the delivery of training services. They
need to use symbols and tools to establish a strong brand
differentiation. Basically, they need to have an effective brand
logo and distinct packaging with visually driven methods to
enable differentiation. Additionally, the company should reduce
their price or put emphasis on a strong quality to price
relationship or value orientation (Kottler & Keller, 2014).
Lessons from the Geek Squad Case Study
From the case study, it is evident that with the advancement of
technology, consumers will require training and assist with the
technological language. Geek Squad and Best Buy saw a good
opportunity to help those who were not technically savvy and
came to the understanding that men were more ready to know
more about technology as compared to the women. However,
they came to realise that women are increasingly showing
interest in computers and technology, enabling them to
emphasize on service provision and equip their employees with
the ability to answer any concern the consumers may have and
use friendly terms when talking with the consumers. Innovative
thinking is the very foundation for a strong foundation in
business operations.
References
24 Hour Fitness (2017) Best Gym for Your Fitness Goals
https://www.24hourfitness.com/
Hitt, A. & Ireland. R. (2012). Strategic Management Concepts
& Cases Competitiveness & Globalization (12th Ed.). Mason,
OH: South-Western Cengage Learning.
Kotler, Philip & Keller, K. L. (2014). Marketing Management
(15th Edition). [VitalSource Bookshelf Online]. Retrieved

5. from https://digitalbookshelf.argosy.edu/#/books/1323125604/
Feedback Dan Rudick
Content and Development
10.0 Points
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Some specifics are missing but overall a good paper
Organization and Readability
2.5 Points
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Some sentences are either too long or hard to understand

6. Mechanics and Style
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7. 13-20%=10.4
�I don't understand this sentence.
-RESEARCH CRITICAL ANALYSIS PAPER
-5 PAGES OF RESEARCH-I WILL SEND THE 5 SOURCES.
-MUST BE IN APA form/must have a workd cited page/must
have a reference page.
INTRODUCTION-STATE THE AIM OF THE PAPER/WHAT
DISCIPLINE YOU ARE ADDRESSING OR WHY YOU ARE
WRITING THE PAPER.
-MUST HAVE AN DETAILED OUTLINE THAT SHOWS HOW
THE RESEARCH PAPER SILL BE LAID OUT.USE ROMAN
NUMERICAL NUMBERS /ADD SUBTOPICS ETC...
-YOU ARE LOOKING AT 5 JOURNAL SOURCES.THEY
SHOULD BE BASED ON SIMILIAE ISSUES WITH IN YOUR
DISCIPLINE(CAREER..MINES IS BUSINESS Thats why i
choose business topics) or issues in the business world)THE
SOURCES SHOULD BE BASED ON SIMILIAR TOPICS
(WHICH I CHOOSE THE 5 SOURCES BASED ON SIMILIAR
TOPICS)THERE SHOULD BE ARGUMENTS FROM EACH
SOURCE.FIND THE ARGUMENT FOR EACH.'
-EVERYTHING THAT IS CITED MUST BE
HIGHLIGHTGED.HIGHLIGHT ALL CITATIONS.
-NOTE THAT ALL PARAPHRASED INFORMATION MUST
ALSO BE CITED.
-PARAPHRASED QUOTES! MUST BE CITED
-AVOID DROP QUOTATIONS!
-MAKE SURE YOU HAVE A REFERENCE PAGE.
-DISCUSS TECHNIQUES THE WRITERS USE TO CONVEY
IDEAS.EG STATISTICS ...AND THE TYPE OF LANGUAGE
USED.

8. -DISCUSS THE USEFULNESS OF THE SOURCE.
Marketing Research Paper Grading Guide
MKT/421 Version 15
2
Individual Assignment: Marketing Research Paper
Purpose of Assignment
Marketing research is the foundation of marketing, and provides
marketers with insight and information necessary to determine
how to introduce new products and enter new markets. With the
right information, marketers can reach solid conclusions and
make the best decisions possible to reach their customers
successfully, offer products and services that provide more
value than the competitive alternative, and reduce their business
risks.
Resources Required
Marketing Chapter 1, Marketing Chapter 5, Marketing Chapter
8, Marketing Chapter 10, Marketing Chapter 11
Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Choose the target market for your product, and describe it in
detail.

9. Create a new product which would appeal to your market.
Develop at least one question for each characteristic of the
target market that will be important for you as you determine
the marketing strategy for this new product.
Recommend the best methods of conducting marketing research
to answer these questions, and why you chose these particular
methods.
Outline the steps you will take to bring your product to market
from idea generation to commercialization.
The paper is 1,400 words in length.
Total Available

10. Total Earned
7
#/X
Writing Guidelines
Met
Partially Met
Not Met
Comments:
The paper—including tables and graphs, headings, title page,
and reference page—is consistent with APA formatting
guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a
reference page (at least three references are used, at least one of
which must come from the University Library).
Paragraph and sentence transitions are present, logical, and
maintain the flow throughout the paper.

11. Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned
3
#/X
Assignment Total
#
10
#/X
Additional comments:
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