1. The First Group Ed + 5 Global Corp. Group 馮艾德 貿四甲 492751663 蔡佳容 貿四甲 492751223 鍾詩萍 會四乙 492712318 趙偉鈞 會四乙 492712473 鄭惠文 會四乙 492712332 侯廣鷺 企四甲 492701539

2. Marketing Plan The present situation － Ranked No. 1 in the Fitness Centre Category, for the second year running, California Fitness, has successfully secured a top 10% ranking in the prestigious Asia’s Top 1000 Brands Survey compiled by Media Portfolio! The future situation － Growing the company in current and new markets and provide new offerings to members and communities across the world.

3. Marketing Plan The strategy they used － expanded to Asia and currently operates facilities in four Asian countries. － differentiated its business by partnering with five fitness superstars to advocate fitness and help reach the company’s mission. － sponsor of the 2004-2008 United States Olympic teams in order to get more popular and known. The goal that are expected － to make fitness a way of life for everyone.

4. External Environment The major competitor － Alexander Health Club Services － providing professional guidance and innovative programming. Target Markets － service-oriented The goal that are expected － create a positive and energetic environment for each member to incorporate a quality fitness program into his/her lifestyle.

5. External environment Economic growth and stability. The national income is increased rapidly. Consumer has much care about leisure activities.

6. Changes in technology The high technologies improve athletics devices. － That can appeal to customers. － That makes enterprise have higher cost budget.

7. External Environment What changes in society demographics and values will affect the firm ？ 1. It becomes a fashion in the society to work out. 2. Joining sports programs (such as aerobic dance, yoga…) becomes a fashion in the society.

8. External Environment Changes that shifting demographics will have on firm 4p. 1.Product 2.Price 3.Place 4.Promotion

10. Customer Environment Targeted groups. Products that are provided for people. Place that these products can be purchased. These products may not attract all peoples attention.

11. Internal Environment Introduction to California Fitness Benifits for people when they become members. Short and long term difference. People ’ s adoption to new activities.

12. SWOT Anaylsis (Strength) Members may go to any California Fitness around the world. Life time membership is provided. Additional trainer help. Time they have been open.

13. SWOT Anaylsis (Weakness) We don’t have great pools. Compared with competitors, we have less branches.

14. SWOT Anaylsis (Opportunities ) Our business is expanding, with the grand opening branch near Taipei main station. We develop the new area only for women. We plan to attract office workers over 30 years old and retirees to join us.

15. SWOT Anaylsis (Threats) Our competitor has the new facility— racquetball court. Because of consumption dispute and negative news, our reputation is ruined.

16. SWOT Analysis – Matching Opportunities to Strengths New Locations + Worldwide + Life Membership + Training Help = Advantages and Convenience. Special Exercise for Woman + Reliability + Training Help = Trust, Learn, Better Performance, Fit & Healthy. Target over 30, Retired + Worldwide + Training Help = Convenience and Service Satisfaction.

17. SWOT Analysis – Convert Weakness to Strengths No good pools  focus on Additional Training Help, Courses. Less Branches  Located in popular, cosmopolitan areas = social life.

18. SWOT Analysis – Convert Threats to Opportunities Better Facilities  Concentrate Special Courses Bad Promotion  Training  Good Promotion

19. SWOT – Conclusion Focus Demographic Target  People over 30, Retired. Why? Working Force = Money

20. Shaping your body shapes your life.