營銷管理英文

1、PAGE PAGE 22MBA 661TitlePlan for expansion marketing of new product of E Times Body-building ClubDate 2010.12.25Team CB 10 The second teamName：Li Gaoxu ID 2139197 E-MAIL HYPERLINK mailto:sweet_ sweet_Li He ID2139727 E-MAIL HYPERLINK mailto:lihe6423 lihe6423Li Chunjiang ID 2139255 E-MAIL HYPERLINK ma

2、ilto:kxyy666 kxyy666Xu Xinquan ID 2141982 E-MAIL HYPERLINK mailto:xina24914 xina24914Sun Bingxue ID 2139178 E-MAIL HYPERLINK mailto:rl041x rl041xYu Yongshui ID 2139181 E-MAIL HYPERLINK mailto: GAO Jian ID 2110671 E-MAIL Table of ContentsTOC o 1-3 h z u HYPERLINK l _Toc281381248 1.0 Implementation ou

3、tline PAGEREF _Toc281381248 h 4 HYPERLINK l _Toc281381249 2.0 Analysis of present circumstance PAGEREF _Toc281381249 h 6 HYPERLINK l _Toc281381250 2.1 Market summary PAGEREF _Toc281381250 h 7 HYPERLINK l _Toc281381251 2.1.1 Human feature of market PAGEREF _Toc281381251 h 7 HYPERLINK l _Toc281381252

4、2.1.2 Market demand PAGEREF _Toc281381252 h 8 HYPERLINK l _Toc281381253 2.1.3 Market tendency PAGEREF _Toc281381253 h 8 HYPERLINK l _Toc281381254 2.1.4 Market growth PAGEREF _Toc281381254 h 9 HYPERLINK l _Toc281381255 2.2 SWOT analysis PAGEREF _Toc281381255 h 9 HYPERLINK l _Toc281381256 2.2.1 Streng

5、th PAGEREF _Toc281381256 h 10 HYPERLINK l _Toc281381257 2.2.2 Weakness PAGEREF _Toc281381257 h 10 HYPERLINK l _Toc281381258 2.2.3 Opportunity PAGEREF _Toc281381258 h 10 HYPERLINK l _Toc281381259 2.2.4 Threat PAGEREF _Toc281381259 h 10 HYPERLINK l _Toc281381260 2.3 Product provision PAGEREF _Toc28138

6、1260 h 11 HYPERLINK l _Toc281381261 2.4 Key point for sucess PAGEREF _Toc281381261 h 11 HYPERLINK l _Toc281381262 2.5 Key problem PAGEREF _Toc281381262 h 12 HYPERLINK l _Toc281381263 3.0 Marketing strategy PAGEREF _Toc281381263 h 12 HYPERLINK l _Toc281381264 3.1 Duty PAGEREF _Toc281381264 h 14 HYPER

7、LINK l _Toc281381265 3.2 Marketing objective PAGEREF _Toc281381265 h 14 HYPERLINK l _Toc281381266 3.3 Target market PAGEREF _Toc281381266 h 14 HYPERLINK l _Toc281381267 3.4 Positioning PAGEREF _Toc281381267 h 15 HYPERLINK l _Toc281381268 3.5 Strategy PAGEREF _Toc281381268 h 15 HYPERLINK l _Toc281381

8、269 3.6 Strategy of marketing combination PAGEREF _Toc281381269 h 16 HYPERLINK l _Toc281381270 4.0 Financial aspect PAGEREF _Toc281381270 h 17 HYPERLINK l _Toc281381271 4.1 Sales prediction PAGEREF _Toc281381271 h 17 HYPERLINK l _Toc281381272 4.2 Expense prediction PAGEREF _Toc281381272 h 18 HYPERLI

9、NK l _Toc281381273 5.0 Control PAGEREF _Toc281381273 h 19 HYPERLINK l _Toc281381274 5.1 Implementation PAGEREF _Toc281381274 h 19 HYPERLINK l _Toc281381275 5.2 Handling of contingency PAGEREF _Toc281381275 h 20Plan for expansion marketing of new product of E Times Body-building Club 1.0 Implementati

10、on outlineE Times Body-building Club is a body-building place with high grade membership system, it is aimed at providing relevant service to members, such as keeping fit and health, etc. The club has been in operation for many years, its operation pattern tends to be mature, and it has steady manag

11、ement group and a batch of loyal clients. In the recent years, with the incessant improvement of peoples living standard, more and more people begin to pursue life quality and pay attention to health of themselves, and leisure fitness gradually becomes a kind of social vogue. Body-building clubs lik

12、e E Times are also incessantly increasing, and the competition gets more fierce. According to the market variation of body-building industry, E Times decides to position market again and extend new service, besides traditional operation pattern of high grade membership system, it shall develop commu

13、nity body-building club and adopt market-oriented strategy, according to the investigation to the community of this region, specially directed against the populace mass of community, it shall provide a certain category body-building product to meet the demand of consumers. At present, the market of

14、community body-building club is still in the vacant period, many similar large-sized body-building club brands have not noticed the market, and that provides a rare opportunity of growth for E Times Body-building Club. With many years of experience of E Times Body-building Club, it has sufficient gu

15、arantee for providing new type of body-building and health service. Local market investigation also shows the huge demand of low and medium mass to the service. E Times Body-building Club decides to rely on its experience of operating body-building and health club for many years, it shall also utili

16、ze the market development group that blazes new trails and is brave in development to amply grasp the opportunity, quickly perform permeation to the vacant market. The main personnels of the group have rich industrial experience, and the rich experience provides the company with large quantities of

17、information and confidence about market prospect, E Times Body-building Club prepares to perform marketing by means of chain store, according to the market investigation, each community shall be provided with custom-made service, that kind of marketing pattern is beneficial to expansion of profit-ma

18、king points, and that will bring about more profit for the company and shorten the distance with clients. 2.0 Analysis of present circumstanceE Times Body-building Club begins the market investigation before operation. In the investigation to 5 communities, its service was well received, and adoptin

19、g different marketing method aimed at different communities will be the key factor for the success of expanding new service. 2.1 Market summaryE Times Body-building Club grasps large quantities of market information and understands the demand of most clients. Those information can help understand th

20、e service object and their special demand as well as development of the next step of plan by the company. 2.1.1 Human feature of marketCommunity MaleFemale0-15 years old15-35 years old35-55 years oldOver 55years oldA51%49%7%8%15%70%B54%46%9%15%49%27%C48%52%11%13%51%25%D55%45%12%41%24%23%E49%51%10%43

21、%22%25%Human: The proportion of male populace and female populace is equal. In the investigation to 5 communities, population over 55 years old in community A accounts for 70% of community population, and old people are majority. The population of 35-55 years old in communities B and C respectively

22、accounts for 49% and 51% total population of community, and account for great majority of community population. The population of 15-35 years old in communities D and E respectively account for 41% and 43% total population of community, among them, population of over 25 years old accounts for over 7

23、0%. Behaviour aspect: the aim of clients selecting body-building club is keeping fit and health, meanwhile, they can obtain delight in physical exercise; clients are willing to spend money in fitness and health, and clients who pay attention to health and fitness shall perform 4-5 times of body-buil

24、ding movement each week. 2.1.2 Market demandE Times Body-building Club will provide special fitness and health service for clients at community, and the company seeks the benefit that meets important value for clients: Cheaper price: single product combination strategy and product specialization str

25、ategy can effectively lower cost. More human-based service: According to the investigation to community, aimed at the need of clients, E Times Body-building Club shall provide specialized service, and that more conforms to human-based demand. 2.1.3 Market tendencyE Times Body-building Club not only

26、positions itself as a body-building club with high grade membership system, but also offers service of community body-building club aimed at the clients with lower than medium income level. More professional body-building and health service shall not only face part of people, but also lets more peop

27、le participate. Aimed at clients of different sex, age, income and hobby, it offers specialized product combination, and that is a very big new market to be developed in the body-building club industry. In the incessant demand of clients to health and fitness service, they are not restricted to prov

28、ision of place, facilities and simple training course in the health and fitness service provided by club. Aimed at demand of clients, E Times Body-building Club will provide more professional course training and more meaningful health lecture. 2.1.4 Market growth Since more and more companies enter

29、the market, the competition gets more and more fierce. But the market is steadily growing. People gradually recognize the benefit of body-building and the delight brought about by it. 2.2 SWOT analysisThe following SWOT analysis will list the strength and weakness of E Times Body-building Club, and

30、the opportunity and threat to be faced by the company. 2.2.1 StrengthIndustrial insight and excellent experience Management group full of creative and practical spirit Sales and distribution strategy guided by highly efficient and flexible business pattern 2.2.2 Weakness Influence to the own brand f

31、rom provision of high-end service to provision of low-end service Development available only by relying on external investment2.2.3 Opportunity Opening a vacant market in the locality Single product combination strategy and product specialization strategy help reduction of operation cost2.2.4 Threat

32、 Existing competition rival might be potential threat The clients under economic influence might reduce input to health and body-building service 2.3 Product provisionA Aimed at middle-aged and old people over 55 years old, the community shall provide body-building courses to which they pay attentio

33、n, such as Mulan shadowboxing and taijiquan that give priority to health and preserving health, as well as corresponding products of health preserving product, apparatus, lung and heart function monitor, health archive management, etc. Aimed at male of 35-55 years old, communities B and C will provi

34、de apparatus body-building service, and shall provide appropriate service to middle-aged women, such as yoga category. Aimed at young people of 15-35 years old, communities D and E will provide body-building service that is suitable for them, such as Korean boxing, and so on. In addition, taking int

35、o consideration to the proportion of mass aged 0-15 in each community, simple amusement activity place specially aimed at 0-15 years old mass shall be provided, so as to facilitate the mass who shall care for child while keeping fit. 2.4 Key point for sucessThe key factor for success is to meet the

36、demand of low-end market to body-building and health service, the occupying to vacant market will win more clients for E Times, it shall not only occupy high-end market, but also have a foothold in low-end market. In addition, E Times shall guarantee maximum satisfaction of clients. If those factors

37、 are all met, the profit of the company will be steadily improved. 2.5 Key problemAs a company which has just involved low-end market, E Times is still in the stage of exploration, and the key problems faced by the company are: Molding itself to become the leader of body-building industry.Try to kee

38、p balance between income and expenditure, keep steady growth, and that will be helpful for resisting occurrence of decline circumstance of company. Sustained paying attention to satisfaction degree of clients, and ensure the development strategy to not obstruct satisfaction degree of service and pro

39、duct. 3.0 Marketing strategyThe key for marketing strategy is to pay attention to the body-building consumer of fitness and health. Aimed at the service, and different subdivision market, E Times can serve over 90% body-building market, although different subdivision market has different demand poin

40、ts, the service of E Times can apply to all of those demands. The community club of E Times will adopt the following tow kinds of measures:Strategy of product specialization: Strategy of product specialization means only provision of a certain category of body-building product to meet the demand of

41、different consumers, such as specialized courses of Korean boxing club, yoga club and boxing club, etc., it shall display specialized image with expert to clients, so as to get larger market share in relatively small market; it can also provide service of specialized apparatus, i.e., it only provide

42、s body-building apparatus instead of body-building course, thus the input of variable capital can be effectively reduced, the input of fixed capital is increased, but the quantity of clients contained in unit area is maximized, the utilization ratio of place can be improved, and the income can be in

43、creased. Single product combination strategy: means only provision of one kind or several limited products, so as to adapt to and satisfy single market demand, for example, it can cancel apparatus and reduce input of fixed capital for female market, it can provide body-building courses to which wome

44、n pay attention to, such as beautifying, fat reduction, molding and posture, etc., it can also provide product of appearance beautifying and hairdressing product service, as well as hold relevant course lecture and salon service; aimed at middle-aged and old clients, it can provide Mulan boxing and

45、taijiquan body-building courses that give priority to health and preserving health to which they pay attention, as well as corresponding products of health preserving health-care product, apparatus, lung and heart function monitor, health archive management, etc. 3.1 DutyThe duty of E Times Company

46、is to provide the best body-building and health service for clients. It shall try hard to attract and keep clients, and the service of company will transcend the expectation of clients. 3.2 Marketing objectiveKeeping active and powerful growthKeeping steady market permeation rateTry to reduce operat

47、ion cost through strategy of product specialization and single product combination strategy, so as to reduce price. 3.3 Target marketThe objective of E Times is to provide specialized and professional service, and develop the body-building and health market, and the body-building and health service

48、demand is incessantly expanded. The target mass of E Times is clients who pay attention to health and fitness, since those people are rapidly expanding with the incessant improvement of living standard. For the purpose of health and fitness, the quantity of those people will be doubled on the basis

49、of present quantity in the coming 3-5 years. 3.4 PositioningE Times position its market to the leadership position of market, and the realization of that objective is determined by the core competitive force of E Times and its rich industrial experience. The company was established by as many senior

50、 body-building and health experts, and it is aimed at serving extensive body-building fans. E Times shall amply rely on its rich industrial experience and enthusiasm of staff to physical culture, so as to provide more considerate and specialized health and body-building service. 3.5 StrategyThe even

51、tual objective of the company is to get the leading position in body-building industry. The marketing strategy shall firstly get approval of clients to the service provided by the company, and expand client mass. That mainly constructed by E Times is a kind of public opinion atmosphere for clients w

52、ho will be provided with the most considerate and specialized service, and it shall face with more extensive mass. That information can be propagated through publicity in community and free experience, so that more clients in community can understand the specialty and attention of E Times in health

53、and body-building service. The second kind of marketing mode shall be publicity through media, such as paper media and television and broadcast media. In addition, the company will also print and issue some booklets about company circumstance and service provision. The mode of community publicity an

54、d free experience is more close to clients, and it can create the consumption aspiration of clients. 3.6 Strategy of marketing combinationThe marketing combination measures of E Times include the following items: fixing price, distribution, advertisement, sales promotion and client service, etc. Pri

55、ce measure: The price of the same category of competitive product in market shall be taken as the basis for fixing price. Distribution measure: The company shall give priority to the pattern of direct operation shop. It shall consider to open member shop in future. Advertisement and sales promotion:

56、 use multiple mediaClient service: E Times shall try to make most clients satisfactory 4.0 Financial aspectThat part shall elaborate the financial policy of E Times about marketing activity. The company will perform sales prediction and cost prediction, and shall express its link with marketing stra

57、tegy. 4.1 Sales predictionE Times considers that the sales prediction shall be relatively conservative. Under the condition of given advertisement budget, the company shall keep steady growth of sales volume. The prediction of target market has listed subdivision market about different mass in 5 communities, but sales predict