MARKETING PLAN: UPSCALE HEALTH CLUB

The population of the Denver-Boulder metropolitan area approximates 1.9 million persons (Bureau of the Census, 1991). The population in the metropolitan area is growing at the rate of 1.5 percent per year. Approximately two-thirds of the metropolitan area population is in the 18-64 age group, which is the age group in which most users of health clubs are found (Stein, 1990). A significant proportion of the 18-to-64 year old population segment in the Denver-Boulder metropolitan area is comprised of the so-called baby-boom generation. As they age, the baby-boom generation is considered to be a prime target for health clubs (Waldrop, 1989).

The mean household gross annual income in the Denver-Boulder metropolitan area approximates $38,500. Thus, the Denver-Boulder metropolitan area is well able to support an expanding health club market (Stein, 1990).

The major opportunity available to health club operators in the Denver-Boulder metropolitan area is the baby-boom population component that is now beginning to enter their forties. A second, although smaller opportunity, is found in the 65 years old and older population segment. More and more people in this population segment are seeking to maintain fitness as they age (Wa

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et reside or work. The second objective of the health club firm is to gain a 30 percent market share in the upscale segment of the health club market in the Denver-Boulder metropolitan area. To attain these market objectives, specific goals will be pursued. These goals are as follows: 1. With respect to the establishment of health club facilities, the goals are as follows: a. At the end of one year: one health club facility in operation. b. At the end of two years: three health club facilities in operation. c. At the end of three years: six health club facilities in operation. d. At the end of four years: nine health club facilities in operation. 2. With respect to the development of market share in the upscale segment of the health club market, the goals are as follows: a. At the end of one year: a 3.3 percent market share. b. At the end of two years: a 10 percent market share. c. At the end of three years: a 20 percent market share. d. At the end of four years: a 30 percent market share. Marketing Strategy and Marketing Mix The essence of the marketing strategy for the health club firm will be based on facility quality and facility location (Henkin, 1990). With respect to facilit
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Approximate Word count = 1375
Approximate Pages = 6 (250 words per page)

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