Introduction to Commerce Assessment

Part A (36 marks)

James is a personal trainer and nutritionist and is passionate about fitness and healthy living.  After 5 years of working in various gyms and for the West Coast Eagles Football Club as a nutritionist (providing food nutrition to football players) James decides that he would like to open his own fitness centre in Perth.  James doesn’t want to do this alone, so he approaches his sister Sam and brother Liam, and they all agree to start a fitness centre together.  Sam has a 6^th degree black belt in martial arts (taekwondo) and Liam is a pilates and yoga instructor.

James, Sam, and Liam believe that the Perth market is saturated with conventional gyms (such Snap, Goodlife, Anytime Fitness, Surge Fitness etc) and want to offer the Perth public something different and more inspiring.  While James has ordered state-of-the-art commercial gym equipment arriving from America, the trio want their fitness centre to take a holistic approach to fitness, encompassing not only the importance of body movement and weight training, but also health and wellbeing.  James, Sam and Liam would like to offer a range of different services to cater to various individuals and differentiate their fitness centre from other competitors in Perth.

James, Sam, and Liam approach you for marketing advice.  They are unsure of aspects such as who their target audience should be, how best to market their business in Perth, what locations/places would be best for their fitness centre and most importantly, they would like any further recommendations you can make to their business to attract a larger audience (hint: other than a place to utilise gym equipment, what other services, products or fitness activities etc would you recommend? As their marketing advisor, be creative, James, Sam and Liam want to differentiate their fitness centre from others).

In light of the above, answer the following questions:

1. With reference to the 4 segmentation variables, explain to James, Sam and Liam who their target audience should be.  Ensure you provide reasons to substantiate your answer eg there may be articles/statistics/websites you can reference to.(6 marks)

2. Applying the 4Ps to James, Sam, and Liam’s business, provide detailed and specific advice on how they could use each of the 4 Ps within their business. (24 marks)

Use the following headings when answering this part of the question (each P is worth 6 marks):

Product recommendations

Price recommendations

Place recommendations

Promotion recommendations

NOTE: Ensure you have a separate discussion for each of the 4 Ps. Provide specific and detailed advice to James, Sam and Liam so they can act upon it. There may also be factors/issues you may want them to consider – include this in your answer.  In order to do well in this question, we are looking for applicable ideas and recommendations that are well-suited to your client/s.

3. A year has passed since James, Sam and Liam opened their fitness centre and with the business now established, they approach you for further advice.  They want to incorporate more ethical and sustainable practices into their business.  Provide 3 differentrecommendations to James, Sam, and Liam of ways they could incorporate ethical and / or sustainable practices into the day to day running of their business. (6 marks)  

Part B (20 marks)

1. Conduct external research and explain the concept of woke marketing.  Explain TWO advantages of woke marketing and TWO disadvantages of woke marketing (the disadvantages may be concerns consumers may have about brands using woke marketing). (7 marks)

2. Find a commercial advertisement from a global brand that has utilised woke marketing to sell its products/promote its brand.

Insert ad or ad link here:

1. Explain how woke marketing is used in the advert. (4 marks)

1. What was the effect/impact on the brand (eg positive effect/negative effect on the brand, how the public and/or company reacted, did the advert produce the brand’s intended outcome? etc). (4 marks)

1. Critically analyse and reflect on your research.  Explain why you believe in some instances woke marketing has been successful and propels a brand but in other instances another brand may suffer backlash from the public. (5 marks)

Presentation and Referencing (4 marks)

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