PureGym is the chain of gyms in the UK. In the present research study marketing plan is prepared for it. In this regard, value proposition, opportunities, traditional and digital marketing mix as well as STP are prepared in the report. Financials are also prepared and KPI are also developed. In the second part of the report, Uppsala model is also explained and related to the PureGym. In this way, research work is carried out.
PureGym is the UK one of the known Gym and it is operating at large scale in the mentioned nation. In the current time period mentioned firm is planning to expand into the US market. In order to get success in the new market it is very important for the firm to identify needs and wants of the people and identify ways in which it can serve the needs of the customers (Rojas, 2016). Thus, below stakeholder analysis is done and their needs and wants are explained. Moreover, ways in which firm can serve needs of the customers in the US market is also explained below.
The Uppsala model is the one of the most popular models which explains the ways in which internationalization of the business happened in the market. This model state that initially firm operates its business in the market, which is local or home ground for it. Once it captures local market, then it goes to the international market. Entry into the international market is not so easy and in such kind of situation firm need to develop its subsidiary into the new market (Zhang and et.al, 2016). Under this firm, purchase stock in the foreign company. In case product got popularity or ground in the market, then at that case’s firm start manufacturing its product in the international market. Hence, it can be said that this is the process in which any firm expand into the international market.
This model today also worked to great extent and used by the firms on a large scale. SME’s which also stand for the small and medium size companies widely use this model. These SME’s had fewer resources in their business and due to this reason face a lot of problems in business expansion. Hence, these firms initially develop their own subsidiary in the international market (West, Ford and Ibrahim, 2015). Once they develop infra in the new market and product achieves success then they develop production plant and supply chain network in the new market. This assists them to expand into the new market step by step.
There are also negative sides of this model and one of the major limitations of this model is that in this there is no mentioned of the franchisee and the strategic alliance model. By using franchisee and strategic alliance model firms also expand into the new market. But this model did not talk about such kind of things (Hofacker and et.al., 2016). It can be said that the Uppsala model has more practical application for the small and medium size companies but not for large size corporation.
PureGym can also follow the Uppsala model in its business. In this regard, initially it can develop one or two units in the US market. Considering above mentioned model firm can further develop its chain in the US market if initially it gets success in the market. It can be said that the Uppsala model has relevance for the PureGym (Todor, 2016). Mentioned firm by doing aggressive marketing of its product can develop a loyal customer base in the US market.
On the basis of the above discussion, it is concluded that there is significant importance of the STP for the firms. More and more experiments must be done while doing digital marketing so that best practice for the firm can be identified and higher ROI can be observed in the marketing. CPA, CTR, CR etc. can be used to measure marketing efforts in a better way on social media. Uppsala model is very valuable for the firms and it guide them about ways in which international expansion can be done.
Books and Journals
Andreasson, J.. and Johansson, T. 2017. The new fitness geography: the globalisation of Japanese gym and fitness culture. Leisure Studies. 36(3). 383-394.
Antonopoulos, G. A.. and Hall, A. 2016. ‘Gain with no pain’: Anabolic-androgenic steroids trafficking in the UK. European Journal of Criminology. 13(6). 696-713.
Attlee, A. and et.al., 2018. Dietary supplement intake and associated factors among gym users in a university community. Journal of dietary supplements. 15(1). 88-97.
Baltes, L. P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V. 8(2),. 111.
Brighton, J., Wellard, I.. and Clark, A. 2020. 5 Gym spaces. Gym Bodies: Exploring Fitness Cultures. 65.
Cateora, P. R. and et.al., 2020. International marketing. McGraw-Hill Education.
Gumulka, M. and et.al., 2015. Nickel exposure when working out in the gym. Acta dermato-venereologica. 95(2). 247-249.
Harmeling, C. M. and et.al., (2017. Toward a theory of customer engagement marketing. Journal of the Academy of marketing science. 45(3). 312-335.
Hofacker, C. F. and et.al., 2016. Gamification and mobile marketing effectiveness. Journal of Interactive Marketing. 34. 25-36.
Hollensen, S. 2019. Marketing management: A relationship approach. Pearson Education.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content marketing. Industrial Marketing Management. 54. 164-175.
Johansson, T.. and Andreasson, J. 2016. The gym and the beach: Globalization, situated bodies, and Australian fitness. Journal of Contemporary Ethnography. 45(2). 143-167.