Social Media Marketing Plan- Part A
Introduction to the Business
Klamath is a fitness company that offers personalized gym services and study guides to serve clients’ fitness needs. Over the years, people have become more health-conscious, and many are inclined to seek price-reasonable fitness services. Klamath meets this growing demand for fitness services by offering professional, affordable, and convenient group exercises and personalized instructions and coaching depending on the client’s needs. While Klamath fitness studio is currently doing well in the fitness industry, the proposed business plan will help elevate the firm’s performance and position in the sector by providing a comprehensive roadmap for integrating social media marketing in its business strategies.
Remarkable Aspects of the Company’s Services
Some of the remarkable services that make the company distinct from its competitors are the availability of an experienced celebrity trainer, personalized instruction and coaching, and unique classes. Most notably, Klamath’s clients are served by a prominent individual in the industry, which is striking notably in this day and era where celebrities have a significant influence on consumers. Furthermore, the company boasts unique fitness classes that are only available in its facility. The firm’s instructions and coaching are also personalized so that besides the physical coaching in the facility, clients can also subscribe to a home-follow-up program to help them adhere to the recommended fitness exercises.
The blue ocean is a framework that allows businesses to shift from highly concentrated to the lowly concentrated competition. (Alam and Islam 1) note that this framework enables firms to think and create innovation in their business to generate sustainable profits. The company’s uncontested market space is its distinctive value and affordable fitness services. Most notably, very few firms in the industry can offer low-cost quality fitness services. However, Klamath Fitness links people to a professional trainer and personalized coaching for reasonable costs.
An analysis of fitness services consumers reveals three market segmentation: demographic, psychographic, and geographic. Demographic segmentation consists of youth men and women. According to statistics by IHRSA, young men and women, commonly referred to as generation z, account for 15 percent of the total health club members (Rodriguez). This group’s high interest in fitness services is mainly influenced by celebrities who flaunt their well-groomed bodies and muscles, inspiring the former to seek similar physical outcomes (Jain). Psychographic segmentation consists of people interested in sports and those who are overweight. The first category of individuals is mainly interested in sporting activities and is frequently in the gym to keep fit and build on their strength and stamina. On the other hand, overweight people are interested in accessing personalized training programs that can help them reduce weight to avoid lifestyle diseases associated with such increased body mass index (BMI). This group resonates significantly with Klamath Fitness’s idea to provide personalized coaching programs to clients.
The company’s geographic segmentation also constitutes a significant fraction of its target market. Most notably, the company targets local consumers seeking affordable fitness services within Klamath Falls. This group of consumers comprises individuals working in offices and attending school within Klamath Falls and seek gym services to help maintain their physical health.
Importance of Social Media
Besides creating its brand, Klamath Fitness must ensure that it is recognized among its prospects and current consumers. This brand awareness is achievable through social media channels, which enable firms to build their brand and generate buzz marketing (Tiago and Verissimo 6). For example, videos and blogs posted on social media channels could enhance the brand’s visibility as consumers are more likely to stumble into such content when conducting their online market research of available fitness facilities in the town. In essence, social media channels are important to the company’s overall business because they are the key to enhancing the brand’s visibility, leading to increased demand for fitness services and the creation of sustainable profits. So far, the company has begun its campaign to utilize social media marketing by creating videos of the staff training and uploading them to social media platforms.
The SWOT analysis evaluates the company’s internal and external environment, providing an overview of its primary strengths and opportunities that need to be capitalized and weaknesses and threats that should be combatted. Klamath Fitness’ primary strengths are the availability of new facilities and equipment which can help satisfy clients’ fitness needs. The firm’s well-established marketing program is also a key strength in integrating social media marketing in the business strategy. The firm also has unique classes and a professional celebrity trainer that can be leveraged to drive traffic into the facility.
The firm also has a few weaknesses that stem from its internal environment. For example, the company has limited funds for business expansion to meet the growing subscription of fitness clients. Furthermore, the current facility has limited packing space that fails to provide enough packing during peak hours, thus driving some clients to seek alternative gyms with larger packing areas.
Nonetheless, Klamath Fitness has multiple opportunities that can be capitalized on to enhance its performance in the industry. Most notably, consumers have a positive perception of the brand, which implies that they would prefer the firm to its competitors. Furthermore, the growing demand for fitness services and health-consciousness among consumers makes the gym a luxurious business.
Klamath must also be vigilant about some of the threats in the industry that may affect its performance. Some of these threats include the growing competition from current and new market entrants. The regulatory changes during the pandemic, such as social distancing, also threaten the firm’s operations. Notably, the firm is forced to operate at the minimum capacity in compliance with the regulatory changes.
Alam, Samsul, and Islam, Mohammad Tariqul. “Impact of Blue Ocean Strategy on Organizational Performance: A Literature Review Toward Implementation Logic.” Journal of Business and Management, vol. 19, no. 1, 2017, pp. 1-19.
Jain, Vikas. “8 Reasons why Popularity of Gyms is Increasing Exponentially.” Entrepreneur, 5 Jul. 2017, www.entrepreneur.com/article/296797. Accessed 22 Nov. 2020.
Rodriguez, Melissa. “3 Ways Youth are Shaping the Health Club Market.” IHRSA, 28 Sep. 2017, www.ihrsa.org/improve-your-club/3-ways-youth-are-shaping-the-health-club-market/. Accessed 22 Nov. 2020.
Tiago, Teresa, and Verissimo, Jose Manuel Cristovao. “Marketing and Social Media: Benefits, and Ways Forward.” International Network of Business and Management Journals, 2013, pp.1-13, www.researchgate.net/publication/262793755_Marketing_and_Social_Media_Benefits_and_Ways_Forward. Accessed 22 Nov. 2020.