Business371 Marketingplan
Planet Fitness Marketing Plan University of Wisconsin, Oshkosh
2011
Table of Contents
Executive Summary……………………………………………………………….……………3
Introduction………………………………………………………………………………………5
Company Description………………………………………………………………………….5
Situational Analysis…………………………………………………………..…………………6
SWOT Analysis………………………………………………………………………………..6
Key Strengths and Opportunities..................................................................................9
Key Weaknesses and Threats....................................................................................10
Marketing Objectives………………………………………………………………………….11
Target Market ………………………………………………………………………………….11
Marketing Mix…………………………………………………………………………………12
Product………………………………………………………………………………….12
Price……………………………………………………………………………………..13
Place………………………………………………………………………………….…13
Promotion……………………………………………………………………………….14
Measurement and Control……………………………………………………………………15
Implementation Schedule……………………………………………………………..16
Budget ………………………………………………………………………………………….18
Break-even Analysis…………………………………………………………………..18
Income Statement……………………………………………………………………..19
2
Executive Summary
Planet Fitness is a limited liability corporation and franchise that provides affordable gym memberships to average health-‐conscious consumers in the city of Oshkosh and surrounding areas. Recognized for their innovative thinking, Planet Fitness is known for many trademark attributes. Low prices, the Lunk Alarm, and the Judgment Free Zone philosophy are all a part of what makes this gym successful. Members of Planet Fitness have the chance to relax, get in shape, and have fun without being subjected to the hard-‐
core,
2011
Table of Contents
Executive Summary……………………………………………………………….……………3
Introduction………………………………………………………………………………………5
Company Description………………………………………………………………………….5
Situational Analysis…………………………………………………………..…………………6
SWOT Analysis………………………………………………………………………………..6
Key Strengths and Opportunities..................................................................................9
Key Weaknesses and Threats....................................................................................10
Marketing Objectives………………………………………………………………………….11
Target Market ………………………………………………………………………………….11
Marketing Mix…………………………………………………………………………………12
Product………………………………………………………………………………….12
Price……………………………………………………………………………………..13
Place………………………………………………………………………………….…13
Promotion……………………………………………………………………………….14
Measurement and Control……………………………………………………………………15
Implementation Schedule……………………………………………………………..16
Budget ………………………………………………………………………………………….18
Break-even Analysis…………………………………………………………………..18
Income Statement……………………………………………………………………..19
2
Executive Summary
Planet Fitness is a limited liability corporation and franchise that provides affordable gym memberships to average health-‐conscious consumers in the city of Oshkosh and surrounding areas. Recognized for their innovative thinking, Planet Fitness is known for many trademark attributes. Low prices, the Lunk Alarm, and the Judgment Free Zone philosophy are all a part of what makes this gym successful. Members of Planet Fitness have the chance to relax, get in shape, and have fun without being subjected to the hard-‐
core,