Strategic Marketing Review: Sync-In Consultancy
Strategic Marketing Review: Sync-In Consultancy
Strategic Marketing Review: Sync-In Consultancy
Version 2.0
Sync-in Consultancy
Confidential
Table of Contents
Executive Summary.........................................................................................................................................................1
1 About Emu Fitness........................................................................................................................................................2
2 Core Values.................................................................................................................................................................. 2
3 Goals and Objectives....................................................................................................................................................3
3.1 Goals......................................................................................................................................................................3
3.2 General Objectives................................................................................................................................................3
3.3 Marketing Objective..............................................................................................................................................3
4 Situation Analysis.........................................................................................................................................................4
4.1 PESTE Analysis.......................................................................................................................................................4
4.2 SWOT Analysis.......................................................................................................................................................5
4.3 Product Portfolio – BCG Boston Matrix.................................................................................................................7
4.4 Trend Analysis.......................................................................................................................................................8
Fitness Trends in the Industry.................................................................................................................................8
The Fitness Market Outlook....................................................................................................................................9
Health in Australia...................................................................................................................................................9
Product Usage.........................................................................................................................................................9
Survey Results.......................................................................................................................................................10
5 Market Segmentation.................................................................................................................................................12
5.1 Demographic and Geographic Segmentation......................................................................................................12
5.2 Psychographic and Socio-Cultural Segmentation................................................................................................13
6 Competitor Analysis...................................................................................................................................................14
7 Financials of Emu Fitness............................................................................................................................................16
Executive Summary
Emu Fitness is a privately-owned health club chain operating within Sydney with 15 health clubs and 15,000 active
members. Emu Fitness serves as a minor player in the sport and fitness segment.
The health and wellbeing industry is a dynamic sector and plays a critical role in the Australian economy. The
industry has grown substantially within the last decade, generating $2.2billion revenue on an annual basis (with 3.5%
annual growth rate) through 3265 health clubs housing 32,875 employment opportunities across the country. The
industry also plays a key role in improving the health and fitness of Australians; however, Emu Fitness has always
struggled to hold market share since its establishment in 2005. Despite of the organisation’s struggle, it has relatively
good operating margins which this is mainly because to the low wages and poor facilities and equipment. The
Company is well aware that it now needs to develop marketing opportunities if it is to sustain long term
competitiveness.
An evaluation of the company’s internal strengths and weaknesses, external opportunities and threats, market trend
analysis, and macro environment study established a groundwork to prepare this strategic review. The main
motivation is to develop new market opportunities targeted to specific customer niches.
Emu Fitness has its base of operations in North Sydney (Health Club and Head Office), Sydney and operates in both
the CBD and Sydney region. The operating hours are 6am to 10pm, everyday across the year.
2 Core Values
Our mission, in engagement with the community, is to provide innovative health clubs delivering cutting-edge fitness
and lifestyle programs that will motivate people of all ages, backgrounds and abilities to lead active, healthy lives.
Our vision is to be regarded as a premier provider of quality fitness and wellness through innovative programs and
services that result in measurable and transformational changes in the lives of those we serve.
We are passionate for promoting the quality of life for everyone on the basis of the following values and attitudes in
all of our staff, members and the community:
to introduce innovative fitness and lifestyle products or services to include new markets
to reposition the image of Emu to that of a “Tiger”
to grow their employees for the future
BodyPump
FatBurner Wearable tech
Market Growth Rate
BodyAttack Bootcamp
Zumba Group training programs
Customised meal delivery
Health Bar
Physio-gym
Distance coaching
(Cash Usage)
Customised group fitness classes for niche groups including pregnant women, seniors, children,
cyclists, kettlebell lovers, post-birth mums, yoga with babies and toddlers, aqua fitness, High
Intensity Interval Training (HIIT), body-mind-spirit (yoga, Tai Chi, Hatha, Pilates, etc.), dance and
fitness, aqua Zumba, and boxing workouts to name a few.
Meals plans designed specifically for weight loss but can also be used for the convenience by
people who live a busy lifestyle. Customers order weekly meals fully customised in accordance to
their goals.
Health Bar
Located in health club premises, health bars offer freshly made healthy meals, snacks, organic
protein shakes, juices, etc. Health bars can also provide handpicked some of the finest organic
health products on the market, which can also be extended for online shopping to generate
additional revenue.
Health in Australia
Australian adults are overweight or obese More adults are overweight or obese than 1995
63% 10%
Australian children are overweight or obese 2nd highest contributor to burden of disease in Down
Under
15%
Figure 2: Data on obesity and overweight people
Product Usage
Products & Services Member Age Groups Current Usage Male Members Female Members
Martial Arts 15-35 32% 26% 6%
Boxing 18-30 18% 17% 1%
Kendo 25-35 3% 2% 1%
Cyclo-Spin 16-45 42% 28% 14%
Mums and Bubs Yoga 25-38 32% 0% 32%
Body-Mind-Spirit 18-65 38% 6% 32%
Children Programs 4-14 29% 18% 11%
BodyPump 18-45 27% 7% 20%
FatBurner 18-45 33% 17% 16%
Zumba 18-45 19% 1% 18%
BodyAttack 18-45 21% 5% 16%
Gym - Weightlifting 15-50 88% 56% 32%
Gym - Cardio 15-50 88% 48% 40%
Figure 3: Utilisation of products based on gender and age groups
Intention Survey
Wearable Health and Fitness Devices and Apps Bootcamp Health and Fitness Holidays
Figure 10: Current market share by major competitors for the Sydney Region