Essay about Bally Total Fitness Marketing Audit

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Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers. Bally’s has approximately four million members and 420 facilities across the United States and around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in order to assess their total marketing program to see what was and was not working to increase business. The following will summarize key findings of environmental aspects and marketing. Finally, any recommended actions that may be considered for future planning will be discussed. The environmental aspects that were considered for the Bally Total Fitness audit were demographics, markets and competition. Demographic trends have shown that the older…show more content…
Bally Total Fitness’ objectives are reasonable and go along with their mission statement of being a Total Fitness Resource. It is important that all levels of the company are aware of the objectives and strategies that are being used to meet those objectives. While Bally’s has been doing well at this, they should never get complacent and always be attentive to what is going on with all of their staff and all of their members. Effective training and constant evaluation of staff members will insure top-notch customer service. In short, Bally Total Fitness has been faring well in the fitness industry. First quarter results of 2004 have shown that net revenue has increased from the previous year’s first quarter but by only 2%. By more aggressive marketing this number can increase more by the next year. Both a market penetration strategy and a market expansion strategy should be utilized to further this objective. These strategies will ensure that current and potential consumers will be aware of the product Bally Total Fitness has to offer. The current campaign says it best, “Every Body Needs Something” and Bally Total Fitness has just what that body needs. DEMOGRAPHICS Of an estimated 30 million members to fitness centers in the United States, one out of five belongs to Bally's. Bally Total Fitness mainly targets the 18-49 year old

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