Market Analysis Essay

2598 Words Jul 1st, 2015 11 Pages
Executive Summary
This marketing plan is a means for Elite Fitness to refocus its identity as differentiated from competitors in its local market. The primary goal for Elite Fitness is help achieve a healthy community by focusing on lifestyle fitness. This will involve rebranding, refocusing activities, and redeveloping many marketing materials in the coming 12 months. Follow up and careful examination of results over the next three years will determine whether this marketing direction is having the desired effect.

Company Overview
Elite Fitness strives to be a one-stop shop for all of your health and fitness goals located in the growing city of Grain Valley, Missouri. Here we don’t just believe that health and fitness is about
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Services will include: Personal Training, Nutrition, Chiropractic, Massage, Wellness Coaching, and a 5K/10K run series
Elite Advantages
With our current services of personal training, nutrition, and wellness coaching, by adding Chiropractic services, corporate wellness packages, and summer health camps, we will be able to stand apart from every other competitor in our local market and achieve our dream of becoming a one-stop-shop for all health and fitness needs within the community.

Missouri has one of the highest obesity rates at 30.3%, and the highest state being Mississippi at 34.9%. In the Kansas City Metro area alone, the percentage of people overweight escalates to 36.0% (Governing Data, 2015). In a study conducted by the Huffington Post, Kansas City made the top 10 list for “Cities with the Most Gyms”. With 31.4 gyms and fitness center per million people, it’s surprising this city does not reflect this accomplishment in its obesity ratings. (Klein, Sarah. Huffington Post, 2015)
The fitness centers the primarily make-up the Kansas City market are 24 Hour Fitness, Planet Fitness, Gold’s Gym, and Lifetime Fitness. Each of these franchises offer the same, basic, cookie carter menu that most gyms do. A facility that is equipped for the DIY fitness enthusiast but will also offer the occasional Zumba or Yoga class. This cookie cutter, DIY approach is the reason that the Kansas City obesity rate does not reflect the

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