Bobfit (not real company) is a recently established UK gym chain with two central London sites. Having attracted funding from a specialised Health & Fitness venture capital fund, it is looking to grow its revenue and share over the next few years.
1. Applying a suitable framework, explain how Bobfit might ensure that it develops a clear market orientation to
support its growth.
2. Set out and assess suitable analysis tools/techniques that might be used to generate insight into the opportunities and threats emerging from an organisation’s environment.
3. Using suitable frameworks, recommend a targeting strategy, positioning and proposition to address these
opportunities & threats.
4. Critically analyse and describe the set of marketing toolsthat the firm will use to pursue its marketing objectives
and strategy.
5. Generate a range of justifiable objectives and explain how success will be measured using KPIs/metrics.
You must critically research and apply in your assignment relevant academic theory and sources, course concepts and
frameworks and industry material, fully referenced using the Harvard system.
