Scenario: Lee is the owner of Lee's fitness gym, which is located in Indianapolis, IN. Lee has now hired you to design the basic components of a marketing strategy for her business. 

 

What could be a marketing-oriented mission statement for Lee's business?

Describe methods that Lee could use to identify her internal strengths and weaknesses information.

Describe the demographics affecting Lee's business in Indianapolis.

 

How is technology being utilized in the fitness industry that might have a positive or negative impact on Lee's business?

 

Identify Lee's direct and indirect competitors and her competitive advantage against her direct and non-direct competitors in Indianapolis.

 

Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage.

 

What could be the marketing plan objectives for Lee's business?

 

Identify at least two S.M.A.R.T. goals.

 

Describe the target market strategy for Lee's business.

 

Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase her sales?

 

Describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.

 

Explain how you will turn your plan into a reality.

 

How will you evaluate your marketing strategy?