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Corporate Fitness will begin by targeting small- to medium-sized businesses in the downtown Seattle area. The first task is to convince senior executives of the benefits and needs of wellness programs. This will be accomplished by aggressively pursuing interaction and relationships with business professionals who would profit from using this service. Once a strong image is established, Corporate Fitness will use similar strategies to market its services to larger corporations in Seattle and other areas of expansion.
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Corporate Fitness is a health service that helps businesses and individual workers attain one of the greatest gifts of all--that of good health. Personal gains, such as improved self-esteem and self-motivation, combined with measurable benefits will create tremendous advantages for both the employer and the employee.
The market for corporate fitness is not particularly segmented, as potential customers include all downtown businesses that offer their employees some type of medical benefits, are experiencing escalating health care costs, and wish to more effectively manage those costs.
Corporate Fitness, however, segments its services for individual organizations. Corporate Fitness works with senior management to develop mission statements and provide incentive plans, and with employees to design personalized health and fitness programs.
The targeted customers are corporate employees and manufacturing employees.
Corporate Fitness will position them selves as the most effective wellness strategy and program developer. This positioning will be supported by statistics indicating an increase in worker productivity and a decrease in business operation expenses from the implementation of corporate wellness programs.
The single objective is to position CF as the most proficient wellness program provider in the Seattle area. The marketing strategy will seek to develop customer awareness regarding the services offered, develop the customer base, and work toward building customer loyalty.
The message that CF seeks to announce is that they can have a dramatic effect on the bottom line. This message will be communicate d through various methods. The first method will be the production and disbursement of printed materials. The printed materials will describe all of the services offered and will give prospective customers some insight into CF's past successes.
CF will also rely on presentations to company's HR departments. These presentations will allow CF to personally address any concerns or "pains" that companies have and indicate how a wellness program/ strategy can help service their needs.
CF will also rely on advertisements in the Business Journal of Seattle for increasing visibility and interest in CF's services among Seattle-based companies. Lastly, Corporate Fitness will use a website as a source for disseminating information.
Corporate Fitness' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
Two types of market research were used when CF was collecting market research. The first type of research was focus groups. The focus groups were collections of seven to nine people who were asked a series of predetermined questions with the responses recorded and discussed among the group members. In addition to the pre-established questions, there was a free-flow discussion format toward the end of the focus group that provided flexibility in allowing the participants to share information and insight with CF.
Additionally, questionnaires were used to collect market information from perspective customers. The questionnaires were submitted to a total of 100 HR professionals. The response rate was 43, higher than expected. The validity and usefulness of the questionnaire was ensured by utilizing a graduate statistics student to develop the questionnaire. Overall, both forms of primary market research were insightful for providing This research confirmed many already held assumptions as well as introduced several valuable perspectives that CF was not yet privy to.
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