Marketing Wellness and Fitness Non profit Organization

Wellness and Fitness Market
Wellness and fitness has become one of the big, booming businesses in the United States because of the increased focus on being healthy and well. According to Kirkman (2017), the global wellness market grew by 10.6% between 2013 and 2015 at a time when the global economy decreased by 3.6%. America is ranked as the number one market for different wellness and fitness products or services. In light of this, the new non-profit organization in the city of Portland is likely to experience increased profitability across its operations. The target market for this new non-profit organization is obese African American adolescents who account for a significant portion of Boise Eliot Elementary School population. The high population of obese adolescents provide a suitable target market for the organization to achieve its objectives of conquering obesity among adolescents in this city. When operating in this region, the new non-profit organization has some strengths, weaknesses, opportunities, and threats as shown below.
Strengths:
· Suitable target market.
· Availability of donors.
· Ability to meet increasing demands for health and wellbeing.
Weaknesses:
· Lack of experience in the business.
· Relatively small employee base.
Opportunities:
· Possibility of establishing partnerships with local community.
· Probable support from the school’s administration.
· Enlisting the support and involvement of parents.
Threats:
· Reliance on a handful of donors.
· Focus on young children who may not make decisions on their own.
For this new non-profit organization to be successful and achieve its objectives, it requires a suitable marketing mix model. The most suitable pricing strategy for this organization is flexible pricing model to serve different customers. Rather than adopt a one-size-fits-all pricing strategy, the organization should utilize an elaborate and comprehensive pricing model. This model should focus on maximizing the appeal of its wellness and fitness programs to different customers with divergent valuations and preferences of the products as well as with varying amounts of money to spend on the products. The flexible pricing strategy should a clear value statement that enables potential customers to understand the reason behind the prices (Quickbooks Canada, 2018). The organization should promote its products through different activities and programs such as cultural and education programs, health awareness programs, and health screening initiatives. On the other hand, the most suitable distribution strategy for the organization should incorporate the use of an integrated channel through which it will provide its products and services in its own selling departments. This should be accompanied by promoting the organization’s products on social media platforms and print advertising.
References
Kirkman, A. (2017, August 4). The Big, Booming Business of Wellness. Retrieved September 29, 2018, from https://www.self.com/story/the-big-booming-business-of-wellness
Quickbooks Canada. (2018). Pricing Considerations and Strategies for Nonprofit Organizations. Retrieved September 29, 2018, from https://quickbooks.intuit.com/ca/resources/nonprofit-management/pricing-considerations-strategies/