Helping Lisa and Patrick: Your Task
In your groups, you need to develop a market analysis that will help Lisa and Patrick to turn around their business.
Then, write part of the marketing plan for a revived Shape'n'Tone Fitness Centre.
Your focus should be on thinking about:
- the marketing environment for Shape'n'Tone
- what the SWOT analysis matrix for Shape'n'Tone would look like
- the marketing goals for Shape'n'Tone
- possible market segments that Lisa and Patrick could target.
Each group should spend three weeks [tutor to add dates here] discussing the kind of advice they would want to give to Lisa and Patrick.
Each group should create a Word or rtf document and attach it to a posting in the group's discussion forum.
Your file should answer the following questions:
- List five kinds of additional information you would like to have about Shape'n'Tone to be able to do an analysis of the market. Where would you get this information in your town?
- List five internal and five external environmental factors that should affect any of Lisa and Patrick's marketing decisions.
- Give a market-driven definition of Lisa and Patrick's product.
- What should Lisa and Patrick do to apply the three components of the marketing concept to Shape'n'Tone?
- Make a SWOT analysis matrix for Shape'n'Tone.
- Define marketing goals for Shape'n'Tone.
- Propose one or more possible market segments that Lisa and Patrick could target. Explain why this is your preferred strategy.
There is no single right answer to this task. What is important is that, whatever decisions you make, you explain why you think they are a wise marketing move, considering the information you have.
Team members will have different ideas, but you need to agree on one approach and present this as the group's marketing advice. Doing this will help you develop negotiation skills online.
How will this work?
For each group, your tutor will appoint a chair and a presenter. The chair should keep the discussions on track and make sure the tasks are done in time. The presenter is responsible for the development of the output. The final document should be compiled and shared with the rest of the group in your discussion forum a few days before the deadline. This will ensure that it represents the views and decisions of the team.
[tutor to list group names and roles here]
Group [..]
Chair: [name]
Presenter: [name]
Group [..]
Chair: [name]
Presenter: [name]
Group [..]
Chair: [name]
Presenter: [name]
Group [..]
Chair: [name]
Presenter: [name]
[tutor to make sure each group has a separate discussion forum to complete this task]
