International Marketing Case Study
About Company:
Authentic Instructor Training is an organization that provides boutique fitness studios with training and development specific to indoor cycling and other modalities, along with how to create a bold customer experience, how to run a studio, etc. Now operating for over 5 years, Tash Marshall Bean the founder, and her team of instructor trainers have trained over 1500 instructors and studio owners in the ways of being a sensational boutique fitness motivator and instructor. Classes are offered live in-person and via web delivery.
Project Scope (Presentation)
Authentic Instructor Training (AIT) is wanting to expand its footprint in Canada, the US and EU/UK markets. (Choose US and provide strong reasons for that). Having trained approximately 60 studios and 1500 instructors, we feel the time is right to push expansion. There are five products.
- Indoor cycling instructor training provided on-line via zoom as an open enrolment program and/or for a boutique studio for certification.
- Indoor cycling instructor “amp-ups”, providing training in-person or via zoom to existing studio teams who are wanting to improve, upgrade or update their cycling program
- Branded studio and active wear clothing
- Studio start-up consulting and advisory
As a result of this drive to grow and expand, we seek a marketing plan and strategy to guide us. Key objectives would be: (Please answer all of them based on research about the company as this is an internship and a real project)
- Who are the competitors in the US market?
- Provide 4 Ps : Product, Price, Place, Promotion for the project
- What markets are the best first movers for our offering?
- How do we reach studio owners who are wanting to add indoor cycling to their current location?
- How do we reach prospective new studio owners who are interested in opening a new studio?
- What is the best means of attracting individuals to sign up for open enrolment programs and what is their persona and demographic?
- Which social media platforms are best to advertising and have the greatest reach into the fitness community and what would be an appropriate budget?
- What other means and methods are out there for marketing and advertising?
- Should we come at the market with a “package” rather than selling and marketing individual offerings?