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Economic factors: Economic factors refer to interest rates, taxes, exchange rates and growth in theeconomy. All these strongly influence the marketing strategies of Virgin Active. Various productionsystems are linked to international trade and the collapse of one may result in the poor performanceof other economic factors. Environmental factors: Marketing environment bases its customer’s distribution strategies on micro-and macro-environmental forces. Virgin Active keep up to date on good environmental practicesthrough introducing recycling of training machines, use of environmentally friendly machines andthrough employing greener living schemes.SWOT AnalysisSTRENGTHSVirgin Active is focussed on the fit-ness of customers; I observed that 60 %of revenue comes from gym floor activi-tiesIt has excellent schemes that are af-fordableandsustainable.Thisencourages customersI realised that branches have differ-WEAKNESSESThere is strong competition onprice between the various health clubswithin an area and tough competitionfrom other services providersVirgin Active services are untapped,thus losing most of the revenue toother participantsVirgin Active depend on the brand13VC004 College of Sports & Fitness_BSBMKG609_Assignment – 26/11/2019International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered Training Organisation 91345/ CRICOS Provider Code 03057C
ent pricing strategies according to geo-demographics; this contributes tohealthy relationships within thebranchesCustomer care services are excellent;96% of their members are satisfied Virgin Active has both internationallyand nationally certified trainersVirgin Active has special annual offersfor members name too muchIncreased feesOPPORTUNITIESThe current market can offer the lat-est technology at low cost with the in-troduction of new health equipmentand affordable facilitiesBeing a late entrant into the market,has modern features and the dual ad-vantage of the latest infrastructure The Australian market has a hugemarket for Virgin Active gym and spaservices; the market is rapidly expandingand there is the opportunity to get alarge share of the market segmentThere are opportunities for exposureand expansionTHREATSI noticed that there are developinghealth services in the Australian mar-ket; other clubs are offering attractivepackages and the various announce-ments of these and the reductionsthat they offer attract members’ atten-tion.There is the possibility of high cus-tomer turnover where various mem-bers sign up and leave the clubCompetitorsAccording to the research made, the following are Virgin Active current competitors:Ian Thorpe Aquatic Centre(): local swim and survive program, competitivesquad programs, local swim clubs, aquatic birthday parties and school swimming carnivals; personaltraining, group fitness and small group training;Anytime fitness(): provides the clientfitness fix 24 hours a day, 7days a week, in any club in Australia and around the world;14VC004 College of Sports & Fitness_BSBMKG609