Marketing Strategy - David Llyods

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TITLE: A Critical analysis of marketing strategies of David Llyod Leisure Group EXECUTIVE SUMMARY David Llyod Leisure Group is a well known family oriented fitness and leisure centre operating over the past 30 years. In addition to this, it is Britain’s a biggest tennis operator and managing approximately 500 tennis courts. David Llyod Leisure has been started with 18 clubs and now it operates approximately 82 clubs in UK and 10 clubs in Western Europe. The growth of the David Llyod Leisure has been viewed through the acquisitions and mergers of Whitbread and Next Generation Clubs. It has been experienced huge losses during 2000 and 2005 and then it repositioned its brand with a new slogan and then achieved sustainability and success. The following report is a critical analysis of marketing strategies adopted by David Llyod Leisure through identification of its segmentation, targeting and positioning of its products, and analysed strengths and weaknesses as well as explored the opportunities and threats of the company. Finally, the report suggests the strategic objectives and goals for the future. TABLE OF CONTENTS INTRODUCTION METHODOLOGY SITUATIONAL ANALYSIS SEGMENTATION, TARGETING AND POSITIONING DIFFERENTIAL ADVANTAGES RECOMMENDED OBJECTIVES AND GOALS RECOMMENDED MARKETING STRATEGIES AND PROGRAMS CONCLUSION REFERENCES INTRODUCTION David Llyod Leisure is a high-end gym and racquet clubs in the United Kingdom and Europe. It has been initiated in 1980 and offering a family-oriented and high quality fitness to wide range of population in the UK and Western Europe. Even though there were numerous fitness centres and leisure centres operating in the UK, David Llyod Leisure entered into the fitness and leisure market with somewhat distinct products from the traditional gyms. David Llyod Leisure has come up with

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