Marketing plan of Crossfit 393

Abstract

CrossFit is a high intensity functional sport that stands out due to its variety of training options. The company chosen for analysis is CrossFit 393, created by Carlos Piñon, located in Castellón de la Plana. CrossFit 393’s main activity involves offering services related to this sport. An internal and external analysis of the company and the environment it operates in was carried out in order to properly understand the business’s current situation and, additionally, allow for short term objectives to be emplaced. The external analysis refers to the problems in Spanish society that derive from the consequences of the crisis that started in the year 2008, such as, a reduction in household expenditure. Despite this, more and more Spanish people currently worry about their physical condition and health and therefore try incorporate healthy habits into their lifestyle. Furthermore, an analysis of the competition was carried out, proving that CrossFit 393 holds a leading position within the market in which it operates. Five objectives were fixed using strategic planning. The company is hoping to achieve these goals through a series of actions that use marketing mix tools. These actions require a series of strategies, such as, differentiation strategies and market entry strategies. The final part of the project consists of an economic viability plan which, includes the cost that these marketing actions would entail for the company in order to analyse the financial benefits. There is also a control plan for the foreseen fixed objectives in order to determine whether they are being achieved by CrossFit 393 and as a way to register their financial benefits.