1.	Company Overview

2.	Executive Summary

3.	Situation Analysis (current marketing situation)

3.1	Market Situation

3.2	The Product

3.3	Product/Service Situation

3.4	Competitive Situation (competitor analysis)

3.5	Distribution Situation

3.6	Macro-environment Situation

3.7	SWOT Analysis

3.7.1

Strengths

3.7.2

Weaknesses

3.7.3

Opportunities

3.7.4

Threats

3.7.5

Issue Analysis

4.	Objectives

4.1	Financial Objectives

4.2	Marketing Objectives

5.	Marketing Strategy

5.1	Positioning Strategy

6.	Action Programs

7.	Projected Profit and Loss Statement

"3. Situational analysis (current marketing situation)

3.1 Market Situation
Exercise has long been cited as a way of improving one’s health and quality of life. But in recent years the data about the specific benefits of physical activity has grown to what is now a breathtaking list: lower cholesterol and blood pressure; a reduced risk of heart disease, stroke, osteoporosis, diabetes and colon cancer; strengthening of bones, joints and muscle, and an improvement from reduced anxiety and depression.
The Centre for Disease Control and Prevention in the USA estimated that getting inactive Americans exercising could save that country $76.6 billion a year in cost otherwise spent on treating chronic disease. Exercising and “working out” has become a more mainstream activity in American’s lives over the last years. Americans, relative to their western Europeans have higher incidents of obesity. To a large degree, this is correlated to unhealthy diet of fast food, and generally poor food choices, especially fried foods.
Luckily, the % of active people has increased a lot nowadays. More and more people are going to the gym after work or are incorporating some sort of outdoor activity into their daily routine.
The same trends are evident in Australian society. Insurance agencies such as AMP and Mercantile Mutual are beginning to conduct risk-assessment studies for future claims and developed more appropriate premiums based on the level of fitness. Corporate “wellness” is still a rapidly expanding market within the fitness industry.
The growth of focus on healthy lifestyle is evident through the rapid growth in sales of fast-moving consumer goods companies which are developing and marketing a host of products focusing on ‘healthy living’ and fat-reduced diet. Sport and exercise now play a greater role in people’s lives and Australian society as a whole. Exercising is no longer associated with specific age groups. Even extreme sports like triathlons and marathons have men and women competing into their 70s. There are a number of clear sectors that have emerged in the Australian market. The two main sectors are as follows:
1. Health gyms (mass exercising with limited trainer-trainee interaction)-these are the large bulk membership gyms.
2. Personal training (greater interaction between trainer and trainee) - a premium priced product with a smaller but more personalized service with focused management of the exercise regime."

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