Southeastern Regional Medical Center's Fitness Club - Market Plan

Executive Summary

Southeastern Regional Medical Center's Fitness Club will serve Robeson County businesses helping individuals become more productive while reducing consumer costs. By assisting staff and consumers with adjusting his or her behavior patterns and selecting a healthy lifestyle, the SRMC Fitness Club will decrease corporate health care spending while improving worker productivity. The objectives for the fitness club are to provide wellness tactics to both the organization and businesses in the Robeson County area, create working relationships with numerous businesses by the first year, and expand the Fitness Club into Dillon, South Carolina, by the end of the second year. Health care costs will drop because of reduced medical insurance payments, reduced absenteeism, and lower turnover rates, reduced lateness, and shorter hospital stays. The on-site fitness club will offer workers and consumers an accessible site to stay vigorous and healthy. A successful marketing plan identifies and categorizes the marketing efforts so that the organization concentrates on applying the mission of the venture through targeted efforts.

Market Plan

According to Butje, (2005) "marketing can be identified as a management practice that involves the assessment of consumer wants and needs, and the performance of activities associated with the development, pricing, distribution, and promotion of product and services solutions that satisfy wants and needs" (p. 17). SMRC Fitness program is based on the principle that healthy individuals and clients are more dynamic and competent. Therefore, it will offer wellness programs to businesses in the downtown Lumberton area. This mixes promotion of health and exercise-related activities planned to aid encouraging lifestyle changes in a company's staff. SRMC Fitness Health Club will be next to the Southeastern Medical Center. The Fitness Club will be a full service fitness facility that can meet the health and fitness needs of the public of Robeson County. The club will feature a full service fitness center with new exercise equipment. In addition, the center provides individualized exercise plans for every consumer. In addition, the personnel will work with the Cardiac Therapy and outpatient Physical Rehabilitation programs to transition the patients into a healthier lifestyle. The facility will feature physical therapy services, fitness exercises, supervision, and fitness, and dietary classes. The amenities include enclosed natatoriums, a saunas, an inside basketball court, an enclosed walking corridor, cardiovascular equipment, strength exercise machines, and aerobic classes.

Consistent with Verhoet and Leefland (2009, p. 17), the consumer involving task of the marketing staff refers to the level "to which the marketing staff can interpret consumer needs into