REPORT

Nathalia Caroline Sala Castanho

MCIE:06680
Content

 Introduction 3
 Summary 3
 Mission 4
 Vision 4
 Goals 4
 Products and services 4
 Market trends 4
 Identify trends 6
 Environmental Scanning 7
 Competition 9
 Business issues 9
 Forecasting Techniques 11
 Recommendation 13
 Conclusion 13
 Extra Documents 14

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Introduction

Bounce Fitness is a dynamic wellness organization that centres on utilizing their excellence in
service to establish itself as a premier provider of wellness and health in Australia. Be that as
it may, it is a preparation foundation looked with a few issues. Human resource strategic
planning provides the process that helps in identifying the future and current human
resources that is required in the company to meet the set goals. In the organizations, it is
important for making a better planning in the human resources that further develop the
strategic that assist in the future aspects. The strategic planning includes the various activities
that meet the set goals. This includes the staffing, policies required in the workplace, benefits,
compensation, retention, development, training and working safety. This could be
maintained from the human strategic planning that helps in the better forms of working.

In this case, Bounce Fitness Corporate Marketing Plan has been incorporated because the
human resources strategic attending to enhance higher styles of productivity and reduces the
price with the innovative means of thinking within the upbeat that forms the set programs.
From the analysis of the human resources, managements there includes with the higher kind
of designing that understands the values and mission of the corporate. However, numerous
approaches within the services facilitate to fulfil the set goals needed to hold out the business.
This assists to face numerous styles of challenges from the right designing within the human
resource strategy.

Summary

Bounce Fitness provides the serving that creates the higher modes of firms in Australia areas
by enhancing a high productivity although lowering the value of varied programs within the
innovative types of welfare. It provides the approaches within the promotion of excellent
health and proactive. The employee deals with the health-related problems by the higher
managing of human resources.

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MISSION
All the organization of leap fitness will supply their first-rate to the neighbourhood with
correct quality, comprehensive, special services and unique fitness application and services.
The programs will be primarily based on the desires of the members and will be less expensive
for all stakeholders.

VISION
Bounce health is devoted to have as the first role of a wellness integrated services. Through
the participation of employees’ lifestyle and creative ideas and use of resources, the agency
will strengthen and Implement inclusive programmes and offerings for all.

GOALS
Goals of Bounce fitness:
 Generate a 10% yearly amplify in sales
 Increase market penetration each quarter
 Continue to cultivate Bounce Fitness’ photograph as the premier long-term wellness
program company
 Decrease consumer acquisition expenses by way of 4 % every two quarters.
 Lower the fee of service delivery via 1 % a quarter.
 Holding spending, as a proportion of sales, at a steady rate.

PRODUCT AND SERVICES OF BOUNCE FITNESS

Bounce health employer make certain that all the goals and strategic roles of new
services/product are clarified, and the teams are prepared for any changes that are going to
occur about a new product.

MARKET TRENDS
There are two significant market trends in the last five years.

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  Increased usage of fitness facilities on behalf of individuals. Exercising and ‘working
out’ has become a more mainstream activity in Australia’s lives over the last decade.
Five to ten years ago there were widespread reports about an impending health crisis-
obesity. Australians, relative to their Western counterparts have higher incidents of
obesity. To a large degree, this is correlated to Australia’s unhealthy diet of fast food,
and generally poor food choices, especially fried foods. The poor diet is not the only
factor however. Australians were fairly inactive, with only 19% of people aged 20-40
exercising three times a week. Luckily, that has changed over the last 10 years. The
percentage of active people has increased to 43% as of 2002. More and more people
are going to the gym after work or are incorporating some sort of outdoor activity into
their daily routine.
 The incorporation of fitness memberships within the ‘basket of benefits,’ are now a
part of the total compensation package. As fitness memberships have become a more
common element in the working Australia’s lives, companies have come to
incorporate membership as part of their benefit package for employees. This has
occurred for at least two reasons. One reason is a flexible method to compensate
employees. The second reason is that is has a positive effect on a company’s bottom
line. Study after study supports the contention that a physically fit employee is
happier, healthier, and more productive. For no other reason, offering fitness club
memberships to employees is a smart cost-benefit decision.

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 IDENTIFY TREND
1. Government
- Economic:
In the economic factors there includes with the declining of the economic growth,
interest rate, wages rate, minimum amount of wages and working hour. The economic
factors depend on the net profit gained by the company through the better working
of staff members. The working hours depends upon the total time required among
the staff members at the time of working in the Bounce Fitness. The company provides
the helping staff members with the recognizing of the patterns that are indulged
among the staff members through the enhancements of lifestyles in a better health
condition. The healthcare corporations could be reduced through the high
productivity of staff members and a maximum amount of turnover that helps to
increase the economic conditions.
- Sociological:
The sociological factors include the markets that help in the better modes of
operations in the Bounce Fitness. These are certain factors that include the global
warming, career attitudes, age distribution, population growth rate, health conscious
and cultural norms. These factors have provided high influences in the sociological
that makes the better mode of operations that helps in grabbing the market through
the proper way of fitness.

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 2. Environmental
In order to carry out the business, there includes considering the environmental
factors that help to resolve the problems. It lies with the waste management and
maintaining the entire ecology at the time of carrying out of business in the Bounce
Fitness.

3. Demographic
The profile for Bounce Fitness’s customers consists of the following geographic,
demographic, and behavioural factors:
Geographic
 The immediate geographic targets are the cities of Brisbane, Sydney and
Melbourne.
 A 35 mile radius is in need of the services.
 A total targeted population is 15,800 employees.
Demographic
 51%:49% male: female.
 The individual income range is $38,000-$75,000.
 67% of the customers are single, 33% are married.
 For the manufacturing customers, 43% have some undergraduate course
work.
 For the corporate customers, 83% have some undergraduate course work, 16%
have undertaken graduate course work.
Behavioural
 Recognise the need to have physical activity in their lives.
 Have incorporated some sort of exercise program in their daily/weekly routine
for the last several years.
 Are willing to utilise fringe benefits that are offered by their employer as part
of their compensation package.

ENVIRONMENTAL SCANNING
SWOT Analysis

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 The following SWOT analysis captures the key strengths and weaknesses within the
company, and describes the opportunities and threats facing Bounce Fitness.

Strengths Weaknesses
 Results-oriented approach to  High costs associated with
attracting and maintaining customised, personal service.
customers.  The inability to work on a high
 A well-researched, detailed volume business model.
health wellness program that is  The costs of attracting a large
long-term in focus. corporate client.
 Intensively trained staff.
Opportunities Threats
 Participation within a growing  Lack of immunity to an economic
market. downturn.
 The large increase in clients that  Potential competition from
follows with the acceptance of larger, well established
Bounce Fitness’s program by a competitors.
single company.  A change in society where the
 The ability to leverage future individual begins to take far
quantitative analysis that more responsibility for his/her
supports the contention that health maintenance.
long-term wellness programs
have a significant, positive
impact on the company’s bottom
line.

PEST analysis

Political Economic
 Effective legislative policies across  There are ample of opportunities in
Australia that promote individual the fitness industry.
business interest  Current economy promotes level of
 Health and safety regulations need business by providing a normal
to be accomplished while focusing interest rate.
on consumer welfare.  Tax rates are high.

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  Political power is effective that help
in raising business opportunities in
Australia.
Social Technology
 Society is becoming more inclined  The company is constantly making
towards health service. More improvement in techniques used
people are joining fitness centres in across the organizations in
order to remain fit. Australia.
 The level of standard in Australia is  The research and development
high. team is conducting research and
finding out cheap and easy means
to develop fitness and training
programs.
 The internal processes are
developing at a faster rate in order
to provide improvement in
processes.

COMPETITION
The three main competitors for Bounce Fitness are:

 Community fitness programs and school facilities appeal to lower-income families

and/or students who want accessibility and affordability of fitness facilities.
 Forever Fit Gym services are targeted toward those motivated and dedicated
individuals who work out five to seven times per week.
 Better Bodies aim for casual fitness-seekers who do not work out with a high intensity
but still desire the status and recognition.
BUSINESS ISSUES
- Poor performance
Bounce Fitness faces several critical issues. It needs to:
 Sign up a sufficient number of medium-sized companies. It is more cost
effective for them to service a couple medium-sized companies than many
small companies.

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  Continue to drive down the costs associated with serving a customer.
- Difficulties and Risks
 Problems developing a sufficiently large client base.
 Significant economic downturns.

- Performance Data (Product + Service)

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 - Recommendation
To improve on Bounce Fitness’ performance, the marketing team has suggested
reviewing the market. The team has looked into the organization’s current
developments, market trends, annual reports, improvements, etc.

FORECASTING TECHNIQUES (Based on opportunities and threat)

Opportunities
- The availability of a market
As earlier stated, Australia is characterized by an aging population. The majority of the
people in the country belong to the 50-70 years age bracket and this coincidentally
happens to be the company’s target market. A majority of gyms and companies have
neglected this age group because they are perceived to be very difficult to handle.
However, this is a good market opportunity since the company is able to differentiate
its services and use it as part of its competitive advantage. The customers will be
accorded specialized treatment since they will be able to access the fitness and
physical exercise at the places they deem favorable to them. For instance, the
company has an allocation whereby the customers are accorded the same services at
their homes. This is unlike the other players in the gym industry whereby the
customers must always report to the training and fitness centers.
- The availability of moderate and high income earners
This age group has a stronger purchasing power as compared to the other age groups
in the country. The people in this group are either working or retired. This means that
they have access to money. Since the company is driven by profit making motive
alongside the provision of quality physical care, the company will greatly benefit from
this deal. The company’s training is focused on attaining a stable state of mind that is
essential to many employers. Due to this, the employers are likely to cater for the
training costs of all their employees with a motive of increasing their profitability. The
company will greatly benefit from such arrangements because they will be able to
increase their sources of revenues.

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Threats
- Lack of sufficient funding
The marketing department has been allocated a total of $ 20,000 for the entire
marketing programs in Australia. Further, this budget will not only carter for one
target market, but also three more target markets. The four target markets that will
be situated in Cairns, Brisbane, Sydney and Melbourne will be fitted with state of the
art gym equipment and thereafter allocate adequate training and fitness instructors.
Additionally, it is important to note that more experienced fitness and training experts
are always few. Therefore, recruiting such people will require the firm to dig deeper
into their pockets. Nevertheless, the company will not be able to sufficiently meet its
objectives due to the high costs that are associated with rolling down the program as
it was initially intended.
- Lack of affordable gym equipment suppliers
Gym equipment are always very expensive due to the high costs associated with the
production of those services. Additionally, most of gym equipment are also very fragile
and needs to be handled with utmost care. Due to this, they should be always
distributed in very secure means of transport that happens to be very expensive. The
expensive nature of the gym equipment has kept a lot of players in the market. The
company is always faced to buy the gym products from suppliers who charge

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 exorbitant prices on these gym equipment. This practice is not sustainable and might
drive the company out of the business in the long run.

RECOMMENDATION
The report provides information regarding the strategic planning of Bounce Fitness centers
located in Australia. It analyses the mission, value, and vision of the organization. Moreover,
the marketing performance of the company with the short and long term objectives is stated
in order to understand the futuristic goal. The communication plan helps in providing
information about the company in order to attain a desired set of goals. Systematic planning
is equally important for an organization to attain sustainable objectives on a long run.

CONCLUSION
Based on the done SWOT analysis, Bounce Fitness is expected to penetrate the Australian
Market with ease. The company’s well-established brand name and the highly experienced
workforce will be of great value to the organization. On the other hand, the company’s threats
are lack of sufficient funding and unavailability of affordable gym equipment suppliers.
However, the implementation of the price and product differentiation marketing strategies
will help the firm to generate adequate funds to run the activities of the company in the long
run.

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 EXTRA DOCUMENTS

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PROPOSED CHANGES
 Bounce fitness is about to register with health Australia.
 Adoption of code of conduct to qualify as registered as health services
 Upgrade qualification of some trainers to meet the minimal requirement of Certificate
III level

REASONS FOR CHANGES

As Bounce health is about to registered with health Australia as a fitness Australia Club
Operator Member, this is a requirement that the trainer has a minimum of certificates 3 These
adjustments can appeal to extra purchaser as the trainer will be greater professional and fulfil
the existing consumer and improve the recognition of the organisation to a greater level.
These adjustments can beat our competitors and will be a cost benefit.
Where are we now?
At moment, the Change Management Agent has been requested to prepare a format and has
been given a budget. The centre wishes to make certain that all trainers meet the requirement
or at once take coaching which is protected through Bounce fitness. Bounce health is
expected that the adjustments will be implemented smoothly, and the system will be properly
managed.
Where do you prefer to be?
The agency desires to meet the requirement to be compliant with the health Australia, so we
require that all trainer has a minimum of certificate 3 in fitness and those who don’t have it,
which 5 human beings now two in Brisbane, two in Sydney and one in Melbourne ought to
have the simple training. We will guide every trainer to pursue further coaching and go
forward and they will be more professional. We choose to make sure that our code of conduct
is being in practice so that we fulfil the requirement of Australia fitness.

COST-BENEFIT ANALYSIS

BUDGET ALLOCATED: $20,000

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 Expenses Benefit
Training Income from $ 770
(2 people need $ 1,762 customer 69,300 {for 90
to send on $3,524(2 people) customer}
training)
Travel $ 400 Retail shop $ 3000
Accommodation $ 400 Cafeteria $ 2000
Resources fees $ 600 Exercise $ 170 {2 year}
professional $85{ 1 year}
$8 {per month}
$720 {90 customers}
Casual staff $ 35 per hour
salary $70{ 2 p}
$ 350 {for 5 hours}
$14,000 {8 days in a
month}

Salary(2 $31 per hour

trainers) $ 2,480 {40 hours}

Rent $ 2000 {per month}

Expenses $ 23,404 Benefit 75,020
per month

As the income is more than expected, a report will be sent to the CEO and I will request
increase the amount of the budget to be able to achieve the changes.

EXTERNAL ENVIRONMENT: PEST ANALYSIS

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 POLITICAS ENVIRONMENTAL SOCIAL TECHNOLOGICAL

Tax policies Natural Catastrophe Lifestyle changes Energy use and cost
Contract {fire and storms} Work/ career and New machines
enforcement leisure attitudes Changes in
regulation Hazard Education technologies
Consumer Health Global communication.
Protection consciousness &
Employment laws welfare, feelings on
Government safety
corporation/ Religious factors
attitude
Competition
regulation
Political stability
Safety guidelines

MAJOR OPERATIONAL CHANGES

As Bounce fitness is about to register with the Australian fitness, they will have to reconsider
the code of conduct to be capable to be compliant.
First problem is the lack of standardisation of operations, the organization will have to
evaluation the consumer insurance policies and tactics and improve new standards of the
policy, making sure that the policies and manner are being monitored and in practices.
‘As the extraordinary stage of education has reduced the great of the patron trip and
potentially safety.’
All team of workers members will have to go on training to refresh their understanding and
to make certain a desirable first-class work to customer and be professional. All staff must
have the cert three health Instructing.
Refreshing education for WHS is additionally needed, or appoint a WHS officer to observe
group of workers members, poster can be display around the centre to make certain a
accurate awareness.
In the future, the business enterprise will employ staff member who has the certificate III and
has the job criteria and description.

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How would your priories and review modifications requirement?
As an exchange management agent, I would conduct a trade management meeting weekly
with the trainers in each centre to be capable to prioritise changes, in these assembly I can
habits brainstorming sessions to prioritise which adjustments will come first. The assembly
will assist me additionally to recognize what the ideas of the workforce contributors and their
guidelines are.
I would ask feedbacks first before reviewing the adjustments requirements, gathering clients
feedbacks as well.
Because the jump fitness is placed in distinct states, web conferencing will help to prioritise
changes.
And, CEO can be contacted through e-mail or in face to face meetings

STAKEHOLDERS ANALYSIS

Chief govt officer - Margaret House {Internal}

Margaret House is an essential position in the business enterprise as she is the selection
maker.

Employees {trainer}{internal}
The trainer is necessary as they are the one who supply products to our clients and contribute
to the continuous enhancement of the organisation.

Change administration agent {internal}

He will help the business enterprise to perceive the modifications wished and screen it to be
capable to be compliant.
Customer {external}
The purchaser are the most vital humans in the organisation as the success of the enterprise
rely on them.

Fitness of Australian {external}

They will assist jump fitness to be extra professional and have a better reputation.
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 Suppliers
They need to be involved in all modifications we implemented to be in a position to provide
us recommendation when ordering.

Government {external}
They are necessary to let us be aware of about law breach.

Insurance {external}
They are essential because if something goes incorrect they will cover the damage.

RISK ASSESSMENT AND RISK MITIGATION STRATEGIES

RISK BRIEF
HIGH LOW MEDIUM STRATEGIES
INDENTIFIED DESCRIPTION
Do a one to
one meeting
Resistant from to clear the
Scare of the
staff members doubt.
unknown.
to go on Explain clearly
 Think they can
training what the
lose money,
benefit of
comfort.
having
training.
Monitor the
fund and
Financial Not well-
support,
insufficient to planned.
 resources.
support the Insufficient
Raise the
changes funds
problem to
the CEO.
Not putting in Assign
practices the someone
WHS 
safety in the responsible to
organisation. monitor safety

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 E.g. lifting heavy in the
material not in organisation.
an appropriate Display poster
way, falls, around, to
unsafe electrical explain the
cords. right way to
avoid hazards.
Have
refreshing
training every
6 months
about WHS.

COMMUNICATION PLAN

COMMUNICATION
STAKEHOLDERS TOPIC SUBJECT METHODS TIMELINES
(MEDIUM)
About the changes
identified. Face to face
CEO Margaret House Ongoing
Seeking approval meetings
Financial fund.
Notice boards,
Changes
Trainers Emails Ongoing
Training programs
And staff meetings
Changes about to Newsletter.
Customers register with Advertising.
Ongoing
Australian fitness. Emails
Changes in the
Government Presentations
organisation Ongoing

Awareness of the
Supplier Emails
changes Ongoing

Changes in the
Insurance Emails
organisation Ongoing

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TRAINING EDUCATIONAL PLAN

LENGTH OF
SESSION TARGET DELIVERY
OBJECTIVES TRAINING FACILITATOR
MODULES AUDIENCE MODE
SESSION
To meet the
requirements
Cert III in
of code of External
fitness 6 months trainers TAFE
conduct of training
instructing
Australian
fitness
Refreshing
Team courses All staff External
2hrs in house
meeting about code of members expert
conduct

ACTION PLAN

REQUIRED
ACTION TASK BY WHOM BY WHEN REPORT TO
RESOURCES
Financial fund:
Fees,
Fitness trainer accommodation
CEO
needs to trainers 6 months fees, travel fees.
Centre manager
complete cert III Materials fees:
laptop ,note
book ,booklet
Financial funds:
CEO
Code of conduct All staff of Printer, booklet,
By 2 weeks Centre manager
meetings bounce fitness projector,
meeting room
Financial funds:
All staff of fees for WHS
WHS training By 2 months Centre manager
bounce fitness external expert,
projector.

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SEEKING APPROVAL PLANS RESOURCES ALLOCATION

As a change management Agent will seek approval from the CEO of Bounce fitness who is
Margaret House before implementing the proposed changes also inform the staff members
about it, which could a team meeting.

Resources allocation:

Funds: we need funds to paid the training, external expert and materials
Financial
e.g. booklet, projector, accommodation. Laptop.
resources
Funds is needed also to implement the proposed changes.
Humane An external agent to explain benefit of having to resister the Australian
resources fitness, to prevent resistant from staff.
Material
Meeting room, laptop, projector, stationery.
resources

CONTINUOUS MONITORING EVALUATION REVIEW AND MODIFICATION

As an exchange management agent, I will make sure that all the carried out proposed
adjustments are being monitored and be saved on song to be compliant with organisational
policies and procedures.

I will hold monthly surveys and also ask feedbacks to personnel and consumer thru surveys.
Direct statement can be finished to take a look at and have ideas of what is happening. Weekly
conferences will be an ongoing process.

And I will hold tune of compliance requirements to evaluate earlier than and after
implementation of the proposed changes.

To encourage group of workers and support them, yearly performance appraisal will be
conducted, properly feedback will be given to them and the point of improvement will be
given so they can be conscious that their effort is renowned and appreciated. Suggestion field
will allotted to collect all and sundry thoughts and be maintain it in consideration for non-
stop enhancement opportunities.

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