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develop a services marketing plan of fitness first
Pages 25 (6275 words)
This paper analyzes the marketing strategy of service provider company named Fitness First- Singapore and proposed a new service marketing plan so that marketing strategies can be improved with in turn attract more consumers, help company build competitive advantage and hence…
Following this proposed plan Fitness First can get itself better exposed in the face of the competition and hence widens it customer base.
With 435 clubs and over a million members, Fitness First is reputed to be the largest health and fitness club in the world. The successful journey of Fitness First began in 1993 in the humble surroundings of Bournemouth where it was launched as a health and fitness club1. Today it has more than 80 clubs in UK and has expanded its business in 14 other countries of the world.2 The well trained and dedicated staff of personal trainers and gym and fitness instructors provide outstanding services that have positively influenced the lives of the members of the clubs the world over. ‘Fitness First’ works with the following mission;
Fitness First has set up 12 fitness clubs in Singapore. These clubs are located at places from where they can be easily accessed by the members and provide services 7 days a week from morning till night. Fitness First has gone an extra mile to ensure the safety of its members as entry is only allowed to members and that too through personalized membership cards. Although all clubs are exclusive with modern amenities some can be categorized as state of the art. Although facilities vary from club to club, generally members can expect helpful and friendly front desk service, latest exercise equipment, complimentary workout attire, free headphones, shoe locker rental, lounge and juice bar, steam room and sauna. To make workout more interesting there is a cardio theatre where members can enjoy movies , music or news coverage of their choice while exercising. The members can also avail free DVD and VCD rental; the members can rent a movie for 48 hours from the rental shop by showing their Fitness First membership card5.
Singapore is one of the few countries having an extremely business ...
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