As an employee of a business consulting firm that specializes in helping people who want to start small businesses, you have been assigned a client who is interested in introducing a new concept in health clubs-one that offers its customers both the usual exercise and weight-training opportunities and certain related types of medical assistance such as physical therapy, a weight-loss physician, and diagnostic testing.
As you begin thinking about the potential for success for this client, you realize that developing a marketing plan is going to be essential. Take a role-playing approach to present your argument to the client as to why she needs to invest in formal marketing planning.