Abstract
Fast Fitness is a small player in the fitness industry with 2.2% shares of the market. Started in 2006 in the urban area of Sydney, Fast Fitness subscribes to the new trend of wellbeing and it is well acknowledged that Baby Boomers, Generation-X and especially females are drawn towards this trend. The Australian macro-economy has been favourable in terms of policy as well as economically with continuous growth predicted in the coming years. Nevertheless, the entry of new companies will create sharp competition; it is administratively easy to start a new company. In terms of microenvironment, Fast Fitness has shown a strong introduction (in its product lifecycle) (Kotler et al. 2007) by creating a strong image via proposing a different service when compared to its competitors. Although now it experiences a lack in basic services (in terms of space and comfort) and its position is threatened by a shortage of skilled instructors, Fast Fitness can seize the opportunities of its industry.
In order to meet the objectives of Fast Fitness, an e-marketing plan will be recommended to the firm. Building the online brand of Fast Fitness requires critical steps and it will help the company to provide a unique online as well as offline experience for its customers.
Being an essential part of the e-marketing strategy, the online promotion of Fast Fitness will be done through two distinct channels: search engine optimization and paid online advertising. Optimum effectiveness of search engine usage will be achieved through the adoption of specific search engine optimization techniques. Nevertheless, association with major search engines is not enough and Fast Fitness will need to pay attention to paid online advertising options. These provide businesses with the means to achieve prominence in different search engines; it does not require waiting for the results of search engine optimization.
