Samenvatting

This document contains the marketing plan for HealthCity The Hague. HealthCity The Hague is a premium fitness club in The Hague that offers many extra facilities to its members, such as child care, personal training, a swimming pool, and sauna facilities.
The marketing plan is aimed at meeting the company’s objective for this year. The objective of HealthCity is to grow by four new members. This may look easy in the first place, but HealthCity needs to overcome some challenges in order to meet this objective.
Firstly, HealthCity is advised to retain the current customers. Many people cancel their membership because they feel that the price/quality relationship in not in balance. In order to expose the weak points of the health club, a survey was conducted among 100 members of HealthCity The Hague. The results of the survey indicate that HealthCity The Hague should pay more personal attention to its members. The fact that HealthCity The Hague does not pay enough personal attention to its members, is in contrast with the vision and mission statement of HealthCity. This requires improvement.
On the other hand, HealthCity is advised to target a specific target group. In order to determine which target group is most promising, different kinds of research methods were conducted.
Furthermore, the survey provided answers to which type of customers HealthCity should target. HealthCity is advised to target the so called ‘’Health Freakz’’. This type of customers is the group which is most loyal and visit HealthCity The Hague most frequently.
Secondly, desk research is conducted. Desk research revealed the trends that are currently taking place in the macro environment. Desk research of the macro environment showed the potential opportunities and threats which could affect the organisation. This marketing plan offers views on how HealthCity The Hague can adapt to current events in order to reduce potential threats. Examples of such threats are bootcamps and wearables.
On the other hand, opportunities were discovered from studying the macro environment. Major opportunities come from the political environment.
Finally, two interviews were conducted. The first interview provided answers to what HealthCity The Hague could learn from similar health clubs abroad. It is possible that health clubs abroad apply methods in order to meet their objectives, which HealthCity The Hague is not aware of.
The second interview was with Gary Barnes, a member of HealthCity The Hague, who belongs to the primary target group. The interview provided deeper insights into how HealthCity The Hague can improve the facility and services in order to meet the expectations of the primary target group.