Marketing Analysis of Instacart

Aradia Fitness London

Table of Contents

Executive Summary        

Business Overview        

Objectives        

Situation Analysis        

SWOT        

Porter’s Five Force Analysis        

STP        

Marketing Strategy        

Finacial Projections        

Alternatives        

Alternative 1: Progressive TRX Levels        

Alternative 2: Common TRX Levels        

Recommendation        

Implementation Plan        

Pricing Strategies        

Promotion Strategies        

Exhibits        

Executive Summary

Andrea Tiemey, the owner of Aradia Fitness London is considering launching a new service by the name TRX which is currently being offered by other competitors as well. This option seems very lucrative and will enhance the portfolio of the club, but the owner has to consider the pricing and promotion strategies for this new move.  The paper analyzes the current situation of the company leveraging different strategic models like SWOT and Porter’s Five Forces to analyze the internal and external environment of the company.

Furthermore the paper also highlights the segmentation, targeting and positioning of the company and also the marketing mix as well to make it easier to grasp the highlights of the company. The last section presents options to Andrea to consider that includes progressive TRX levels and common TRX levels. Both the options are analyzed with respect to their pros and cons and suggest Andrea to implement the second option of common TRX levels. The pricing and promotional strategies are also given at the end and recommend pursuing with this strategy for short run and reevaluating after a trial period.

Business Overview

Aradia Fitness started operating in Vancouver by Tracy Gray and Christine Boyer in the year 2003 to provide a facility where females can practice and learn pole-dancing studio. This initiative has been designed to serve women who want to pursue pole dancing and at the same time wants to remain fit. Aradia Fitness studio served this objective and provided females in the town an opportunity to seek an alternative way to remain fit.

The business saw growth and till now the company has expanded across North America with opening 21 franchises and serving a clientele of around 100,000. However, the growth rate in Canada alone is very impressive and the studio has around 14 franchises in the country. The Aradia Fitness London started operation after 2 years of the inception of the studio and became one of the most attractive studios in Ontario. Andrea Tiemey initiated this project that started from a small space serving once a week, but with the passage of time the location was shifted to downtown and offering a larger space. This space caters the clients with around ten poles and classes are scheduled more than just once a week.      

Objectives

 Andrea Tiemey, the owner of the Aradia Fitness London wants to introduce a new program in the studio which she had just completed. The course is about the TRX suspension that according to her can be a good compliment that will add worth to the studio. However, there are certain questions that she needs to cater before implementing this program especially regarding the marketing plan.

Situation Analysis

This section will analyze the situation using different models like the SWOT model and the Porter’s five force model. These models will help in deeply understanding the situating and grasping the major trends. The SWOT model will highlight the key strengths and weakness of the studio and will also provide a highlight of the opportunities and threats present in the external environment.

On the other hand, the Porter’s five forces will be used to understand the key forces that shape the strategy and will assimilate these forces according to the industry in which the studio is competing.  

SWOT

Strengths

The strengths of the company are the set of the key attributes that it delivers to its clients and provide them the level of satisfaction thorough the services they offered. The studio is offering a facility that is being offered by other gyms as well, but the strength of the company lies in the uniqueness that it offers. The studio is providing a unique and comfortable environment to provoke sensuality among the clients.

Besides that the atmosphere is very attractive and exciting and encourages clients to prefer Aradia. On the other hand, the female aspect is the major strength of the company as the studio is catering solely to the females and a unique way to remain fit. Furthermore, the one-on-one sessions that are conducted give the company an extra advantage or point of differentiation and accounts into the strengths of the company.    

Weaknesses

Although the company has ample of strengths to ponder, but still there are certain weaknesses that are proving to be obstacles and hindering the growth in terms of clients. The major weakness of the company lies in the restricted clientele that the company has over a decade in the industry.

The company has expanded globally and still the clientele is only 100,000 which is not a healthy sign. Besides that the flexibility that the company offers is also hindering the growth as the classes are not properly scheduled and are not attracting more clients. Furthermore, the company’s brand name is very weak despite the presence of the company in the industry for over a decade now. The company has around 21 franchises across North America and still the company has failed to turn the brand name into an advantage.  

Opportunities

TRX a new course that the owner has completed offers an attractive opportunity to expand the portfolio and attract new clients through this offer. This opportunity possesses a lot of potential and can allow the company to increase its market share and client base. Furthermore, the company can leverage on its strengths to make the offers and services more attractive to the clients and enhance the atmosphere to make it more soothing and interesting. Besides that the company should also focus on scheduling properly and through a right channel in order to make the studio a proper and systemic function. In this regard the company can utilize online scheduling to attract more clients and provide the clients with a proper schedule.