A feasible project for improving and developing a local gym

Abstract

The following is a project prepared specifically for a local gym in Malta located in Gharghur called Bertu’s Gym. Out of all the gyms around the island, this gym has been chosen for the simple reason that it shows great potential and systematic approach to a more effective marketing management, the gym may become much more competitive and profitable in the foreseeable future than it is already today. The project starts with analyzing the current situation of the gym in order to extract a SWOT analyses model. The analysis shows that the Macro and Micro environments impose various aspects on the gym and that some of these forces can’t be controlled that easily such as, the economy, laws & regulations and competition. Moreover, a deeper analysis related to the gym’s customers (Micro environment) identifies what people really think about the gym and what can be done to make way for improvement related to what is expected to give the gym that uniqueness. From the various comments and suggestions made, the main points were related to refurbishment and a new layout to the place, improvements related to the area used for legs workouts such as more space and professional equipment. Also the introduction of pre-workout supplements and advertisements of what can give the customers that extra boost so they can enjoy more their sessions with synergy. Last and not least the analysis shows that customers should be continuously given instructions and helps for a better achievement and encouraged to involve themselves in competitions, seminars and one-offs activities promoted by the gym. The project continues by identifying the new Aim, the three objectives and the main strategy followed by the actual Marketing Mix. The Marketing Mix (Tactics) explains the proposed improvements in detail; these are going to be implemented as part of the products / services, pricing, types of promotions, staff, the new process and the layout of the gym itself. The last part of the project shows the forecasted budget for the first year of operation and what are the costs related to this whole project to compare the actual gains in profits each year and also sustainable improvement of the existing gym to be of a higher degree.