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MBA570 - Team Assignment - Week Three - 08-05-06

MBA570 - Team Assignment - Week Three - 08-05-06 -...

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Marketing Research 1 Marketing Research Plan: Elite Martial Arts & Fitness Candace Frawley, Albert Garcia, Phillip Hinkle, Thadeaus Jones, Robert Sikes, MBA570 University of Phoenix August 5, 2006
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Marketing Research 2 Marketing Research Plan: Elite Martial Arts & Fitness Company Situation Elite Martial Arts & Fitness (Elite) has a strong martial arts customer base but lacks fitness customers. Martial arts customers currently train—Monday through Friday—during peak morning (10:00 AM – 11:00 AM) and evening hours (4:30 PM – 8:30 PM) on an average of twice per week with a modified weekend schedule. However, fitness customers have peak hours between 6:00 AM – 9:00 AM and 4:30 PM – 7:00 PM, Monday thru Friday, and train on an average of twice per week, complemented by a modified weekend schedule. Currently, Elite offers private and personal group training—keeping its fitness services personable. Furthermore, to avoid a high traffic “meat market” environment, Elite does not offer monthly gym memberships. Given the total current customer base, Elite is operating at 24 percent capacity totaling approximately 167 memberships based on a total possible operating capacity of 690 memberships. Of total memberships, martial arts students account for 141 memberships and the remaining 26 memberships comprise fitness trainees. Last year, Elite’s memberships generated an impressive total operating sales of $322,000. The owners’ goal is to turn the business around by increasing revenues by 50% over the next two years. For a complete financial breakdown, including pro forma information, refer to Appendix A. The fitness center owner has tasked his management team to develop a marketing research plan to address research specifics to include (1) the development of the marketing research plan, (2) data collection, (3) project scheduling, and (4) implementation of the research strategy.
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Marketing Research 3 The development of a marketing research plan is expected to help answer the following questions: 1. What research can be conducted and implemented to better position Elite’s marketing strategy? 2. Based on marketing research, how can Elite increase current overall membership capacity per the sales projections—primarily in fitness memberships? 3. Based on research, should Elite include standard gym memberships to relieve down time? Developing the Marketing Research Plan Marketing Project Schedule The marketing project schedule for Elite will highlight the various steps necessary to complete the marketing research process in this project. The schedule will indicate the approximated timeline for each of the steps. Kerin, et al. (2006) describes the five steps for making marketing decisions as defining the problem, developing the research plan, collecting relevant information, developing findings and taking marketing actions (p. 207). These are the steps that the Elite marketing research plan will follow and are detailed in the following project schedule timeline:
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Marketing Research 4 Possible Solutions
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