Business Need $1$:

Meet the objective$/$goals set by Bounce Fitness Head Office

Business Need $2$:

Become established as the premier fitness and wellness provider in the Brisbane area

Goals$/$Objectives

$$ Return on Investment of at least $15\%$ by end of $2023$

$$ Increase net earnings by at least $10\%$ by end of $2023$

$$ Achieve market share of $15\%$ in each area by end of $2023$

$$ To increase the sales of annual memberships by $20\%$ within $12$ months

$$ Increase brand credibility and trust by $20\%$ by end of $2023$

Current Market Needs

Convenient Fitness Solutions

Tailored Programs for Different Demographic

Nutritional Education and Guidance

Flexible Membership Options Marketing Opportunity #$2$

Description:

Nutrition and Wellness App

Explanation:

Recognising the substantial number of members and non$-$members who lack nutrition knowledge, Bounce Fitness Brisbane can design a nutrition and wellness app. This software can provide personalized meal plans, nutritional advice, and tracking of progress. The entrepreneurial side comes from forming alliances with nutritionists, dieticians, and wellness influencers to give exclusive material and recommendations. Integrating creative elements such as interactive cooking classes, recipe$-$sharing communities, and gamified challenges related to healthy eating can make the app not only informative but also engaging. This advancement will position Bounce Fitness as a provider of holistic wellness solutions, attracting health$-$conscious customers looking for a comprehensive approach to fitness.

Suitability

Explanation

Likely fit with Organisational Goals

This aligns with the goal of increasing brand credibility and trust by positioning Bounce Fitness as a provider of holistic wellness solutions. It also supports the objective of increasing sales of annual memberships by offering additional value through a nutrition and wellness app.

Likely fit with Organisational Capabilities

The marketing department can play a crucial role in promoting the app. The budget can be allocated for app development and partnerships. However, the company needs to assess its capacity to form alliances with nutritionists and dieticians and manage the technical aspects of app development.

Marketing Opportunity #$3$

Description:

Extended Virtual Fitness Classes

Explanation:

As more individuals choose remote work, Bounce Fitness can tap into this market by providing novel membership packages geared to remote workers. The fitness centre might offer flexible scheduling, unique virtual fitness courses during working hours, and wellness packages tailored to folks who work from home. This entrepreneurial approach corresponds with the shifting work landscape, providing unique solutions to people seeking a work$-$life balance. Bounce Fitness can explore collaborations with remote work$-$focused organisations, developing custom membership packages for their employees and fostering creativity in addressing the workforce's changing demands.

Suitability

Explanation

Likely fit with Organisational Goals

This initiative directly addresses the changing market dynamics and the need for flexible solutions. It supports the goal of achieving a $15\%$ market share in each area and increasing net earnings by attracting remote workers.

Likely fit with Organisational Capabilities

The company already has a Zoom account, which can be utilized for virtual fitness courses. However, the company needs to assess its flexibility in scheduling, develop virtual courses, and potentially partner with organizations to tailor memberships for remote workers.Survey forms were handed out

during the centres typical business hours for its patrons to fill out and answer after they worked out.

A total of $300$ surveys were also completed by people within the community on various occasions

and locations within a $15$km radius of the Bounce Fitness centre.

Research Results Summary

$$ Geographic information

o Approximately $60\%$ of Bounce Fitness Brisbane$$s current gym members live within

an $8\mathrm{.}1$ km radius of the centre

$$ Demographic information

o Current Members

$$ Approximately $44\%$ of Bounce Fitness Brisbane$$s members are male while

$56\%$ are female

$$ Approximately $45\%$ of Bounce Fitness Brisbane$$s members are single while

$55\%$ are married

$$ Approximately $30\%$ of Bounce Fitness Brisbane$$s members work part time or

casual.

$$ Approximately $60\%$ of Bounce Fitness Brisbane$$s members work full time.

$$ The approximate age range of Bounce Fitness Brisbane$$s current members

falls in the following percentages:

Age Range Percentage

$15-17$ years old $7\%$

$18-24$ years old $30\%$

$25-34$ years old $25\%$

$35-44$ years old $21\%$

$45-54$ years old $14\%$

$55-64$ years old $3\%$

$67$ years old and above $0\%$

o Non$-$members

$$ Approximately $46\%$ of people surveyed are male while $54\%$ are female

$$ Approximately $45\%$ of people surveyed are single while $55\%$ are

married$/$defacto

$$ Approximately $20\%$ of people surveyed work part time or casual.

$$ Approximately $75\%$ of people surveyed work full time.

$$ Approximatelyreview the current market needs an