BSBMKG440 Apply Marketing Communication Across a Convergent Industry - Assignment Task 2

Case study, scenario and activities

·         In this task you will be required to review the case study on “Bounce Fitness” and conduct a research and compile a report.  You must respond to all activities and you must address them to the required level, e.g. provide the number of points, to be deemed satisfactory in this task.

·         Your assessor will give you feedback once this assessment task is marked.

Purpose of the assessment task:

Evidence required to demonstrate the ability to:

·     Establish task requirements and objectives for implementing marketing communications

·     Identify roles and responsibilities within convergent industry

·     Identify role of the customer in the convergent environment

·     Identify legislation, regulations and policies applicable to convergent industry

Assessment conditions and resources:

Assessment will be conducted in a safe simulated work environment and students will have access to the following:

·     Links / access to legislation and regulations relevant to marketing across a convergent industry

·     workplace documentation and resources for marketing across a convergent industry such as marketing plan, marketing strategy and advertising brief, learner guide and internet to conduct research.

·     Virtual company – Bounce Fitness

Introduction

Bounce Fitness is made up of four fitness centres. Head office is currently established in Cairns, Queensland. The other centres are in Brisbane, (Queensland), Sydney, (New South Wales) and Melbourne, (Victoria). It is the intention of the Board of Directors that a new centre will be opened in Perth, (Western Australia).

It was established in 2001 by Margaret House as a single aerobic studio. After two years membership increases demanded the small leased centre be expanded and a new facility was built on land purchased by the organisation. In 2004 a second centre was established in leased premises in Brisbane and then Sydney and Melbourne in the subsequent two years.

The Head Office remains in Cairns and a Board of Directors has been established to oversee the function of the business in all of the centres. Each centre has a Manager, who reports to the CEO in Cairns, and a team of permanently employed fitness instructors and other casual instructors, all of whom report to the Centre Manager.

The business is operated on best business practice and complies with all legislative requirements, local by-laws and is registered with the national body.

Bounce Fitness intends to market its brand through excellence in service and expertise to establish itself as a premier provider of fitness and wellness in Australia. Much time is invested in training the Centre staff to upgrade their professional skills and in customer service to foster a loyal member base. Classes are innovative and varied with regular changes to routines and activities.

Bounce Fitness has developed a new product called choreographed fitness, which is fitness using moves with accompanying music that is geared to the varying interests, needs and goals of the centre’s member group.

It is intended that all around Australia, gym and fitness centre members will continue to be enhancing personal performance through classes designed and produced by this business.

Classes are coupled with state-of-the-art fitness equipment to cater to those who prefer resistance training to aerobic workouts. Additional free weights allow for use by even die-hard lifters.

Scenario:

You work for Bounce Fitness in the Administration department which is also responsible for marketing of new products and services for the Centre. The Centre Manager of Bounce Fitness – Sydney, asked you to review the marketing plan, marketing strategy, and advertising brief and wants you to provide a report based on the following:  

·         Confirm the requirements and objectives for implementing convergent marketing and communication for and market the new product/services to their clients.

·         Identify roles and responsibilities of the convergent industry the needs to be observed and abide to which are relevant to the Centre and the new product/services being offered to clients.

·         Identify the role customers and clients have when the Centre will be using a convergent marketing and communication and technology tools and environment so clients are more responsive to the new product/services. 

·         Identify legislation, regulations and policies applicable to the Centre when using convergent industries, the Centre needs to be aware of, when planning and implementing the new product/services.

You are required to conduct a research, propose the best solutions in your report on the convergent marketing and communication activities to promote the new product/services.

Your manager advised you that you can access the marketing plan, marketing strategy and advertising brief in the company intranet on the Bounce Fitness virtual website. (copies of these documents have been downloaded and uploaded in your student profile with your assessment pack).

Please speak to your trainers or assessors if you cannot locate the relevant documentation or links.

Purpose: This style guide is to assist staff with competing company reports and has been developed to guide all staff on how to complete company documentation and the use of company logo or other company information and details.

Approved by: Bounce Fitness Centre or HR Manager

To be used by: all staff

Version: January 2021

Development of Bounce Fitness Reports and other similar documents:

·         Use of company Logo – all reports must include official company logos (logos is included above)

Position of company Logo - top of the page 1 or cover page

·         All reports:

o    may include official cover page

o    must include the name of author and

o    must include others for whom the report is written for

o    content must be approved by manager prior to distribution to company staff and other sites.

·         Document formatting

o   Headings size - 12pts or 14pts (either underlined or bold or italic)

o   Heading font - alternative fonts and colours

o   Font type -  Century Gothic or Arial 

o   Font size -  9pts or 10 pts

o   Figures – use of tables or spreadsheet

o   Images – ‘WordArt’ images are approved (any other images must be approved by management)

·         Marketing plan

·         Marketing strategy

·         Advertising brief