Marketing Plan

8 Pages 2066 Words

The current health situation in the state of Mississippi is disastrous. The state of MS has the highest percentage of obesity in the United States. The State Health Fact says that in 2001, 61% of Mississippians were obese compared to 56% for the rest of the U.S. Female obesity in the state was a whopping 54% as compared to the rest if the U.S. at 47%. Likewise, the obesity rate for males was 69% as compared to 65% in the rest of the U.S. These figures are alarming, and the MS State Health Department says it is only getting worse. In 2002, 36% of adults were obese and in 2003, 30% of MS high school students were reported to be obese. That equals 66% obesity for the entire state. With the state of MS in downward spiral for health, people need a lifestyle change. My goal is to start a Corporate Fitness plan.
Under the current market situation, the company’s position is the creation and implementation of wellness programs. The basic market need is the reduction of corporate costs and the increase in employee efficiency that can be achieved through long-term wellness programs. The profile for Corporate Fitness’ (CF) customer consists of the following: the immediate geographic target is the state of Mississippi; the demographic makeup is 54% female, 69% male, and 36% of these individuals are adult; the behavioral factors are that the targets recognize the need for physical activity in their lives and are willing to utilize fringe benefits that are offered by their employer as part of their compensation package. Upon reviewing the possible competition, the two main competitors of Corporate Fitness are local YMCA’s, whose market is primarily lower-income families and/or students who want accessibility and affordability of fitness facilitates, and local fitness centers and gyms, whose market is primarily middle to upper class who generally are fitness seekers that have a daily regimen.
Through threat and opportunity analysis...