Module code: LBM718

Module title: Strategic Management of a Luxury Business

Title: Boutique Gym brands in the UK

 Table of Contents

1. Introduction and history of the marketing that is being conducted online ..................................3

Identify the company’s current situation .........................................................................................3

3CS Framework ...........................................................................................................................3

SWOT Model ..............................................................................................................................4

Porter 5 forces (Competitor Analysis) .........................................................................................6

A case for change and the benefits of change ..................................................................................7

Lewis Chane management model ................................................................................................7

Analysis of the stakeholders ........................................................................................................8

Stakeholder Mapping.......................................................................................................................9

SOSTAC model .............................................................................................................................13

Conclusion and Recommendations ...............................................................................................13

References List ..............................................................................................................................18

Appendix .......................................................................................................................................23

SWOT Analysis .........................................................................................................................23

Analysis of the internal and external stakeholders ....................................................................28

1
 Executive Summary

To enhance its position in the market, the marketing approach that is now being used by
Lanserhof at the Arts Club requires a comprehensive evaluation. To analyse the brand's strengths,
weaknesses, opportunities, threats, and competitive forces, this study will make use of the
SWOT analysis and Porter's Five Forces model. It has been argued that it would be beneficial to
use the SOSTAC framework to improve digital presence. A customised content strategy, active
participation on social media platforms, and collaboration with significant persons are all
components of the promotion strategy. The degree to which the online presence grows, the
improvement of engagement metrics, and the rise in sales experience will all be used to evaluate
the level of success. Maintaining a consistent message will be made easier with the help of a
detailed content advertising programme that will give guidance. To cultivate customer loyalty
and increase brand awareness, marketing programme benefits, such as engaging social media and
informative blog posts, will be of critical importance.

2
1. Introduction and history of the marketing that is being conducted online

At the Arts Club, Lanserhof debuted a state-of-the-art internet campaign to showcase the
company's dedication to provide eco-friendly skincare products. According to greenpeople.co.uk
(2023), the firm has been famous since its founding in 1997 by Charlotte Vøhtz for making
ethical and ecologically friendly boutique gym products. Lanserhof at the Arts Club has a wide
variety of products, including boutique gyms, hair care items, and body care goods, as seen in
this advertisement. Every one of these products has been meticulously crafted with delicate skin
in mind, using only natural ingredients.

Lanserhof at the Arts Club is now well-known for its quality; it was founded after a family's
persistent quest for natural remedies for their daughter's skin problems. Transparency,
environmental responsibility, and cruelty-free methods are clearly important to the company, as
reported by greenpeople.co.uk (2023). The purpose of the corporate brand is to provide amazing,
natural beauty items while simultaneously reinforcing its commitment to ethical and ecologically
beneficial ideas. The goal of the current internet advertising is to acquire a wider customer base.

Identify the company’s current situation

Since its establishment in 1997, Lanserhof at the Arts Club has been able to effectively carve out
a particular market niche for the organic and natural Boutique gyms business (greenpeople.co.uk,
2023). During this essential assessment, the promotional product of the company will be studied
for its benefits, defects, possibilities, and dangers of damage. Additionally, the organization's
present status within the industry will be analysed within the context of this review.

3CS Framework

Customer: Lanserhof on the Arts Club places utmost significance on its customers, supplying
personalized and top-class health experiences tailor-made to character needs. The membership
prioritizes purchaser pride by using imparting pinnacle-notch facilities, expert running shoes, and
customized education packages. In this arts club, the main target customers are people with

3
health concerns and health issues. The sector has introduced its services for nutrition,
orthopaedic, cardiology, vitamin infusion, and other facial treatments. The treatment or
healthcare service is introduced as per the current customer care, and it also helps them to come
up with a large group of customers.

Competition: The organisation belongs to the luxurious fitness industry, where different types of
healthcare are provided. London is one of the places where competition is very high, and people
are more likely to choose a service provider that is highly rented and can serve them better. The
competition in this location is already very high due to the customer range and also geographical
location. In creating a competitive advantage, the arts club must introduce their innovative
service approach.

Company: Lanserhof operates as a forward-questioning and consumer-centric agency, driven

with the aid of a commitment to excellence and innovation. This organisation has more than 30
years of experience in this field and has also mentioned the treatment process they are following.
The club has introduced their personalised and holistic approach for the optimistic health and
well-being of the members. These luxurious service companies have given their popularity
through high-rated service. The brand identity has helped the company gain a major customer
group.

SWOT Model

Strengths: Lanserhof at the Arts Club, an organic skincare company, may utilise the SWOT
analysis to link its company assets and capabilities with strategic goals. This would be an
example of internal alignment. According to Dzulkarnain et al. (2019), the company has the
potential to offset its deficiencies, which include exorbitant pricing, by executing targeted
activities that capitalise on its strengths. These qualities incorporate areas of strength for a to
natural horticulture while also operating in the natural merchandise industry, a different scope of
items, and a deeply grounded brand.

4
Weakness: By utilizing its obligation to ethical and environmentally mindful strategic
approaches, Lanserhof at the Arts Club can make strategic interests in obtaining techniques and
creation processes that are practical as well as address concerns related to evaluating. Along
these lines, Lanserhof at the Arts Club can align these exercises with the general strategic goals
that it has set for itself. While making strategic decisions, Lanserhof at the Arts Club might
utilize the SWOT analysis to analyze how it can use its assets to make the most of chances and
fix its shortcomings to oversee threats (Zima et al., 2020).

Opportunities: Additionally, the analysis might be utilized to decide how it can utilize its assets
to oversee gambles. Assuming the analysis reveals that the organization has serious areas of
strength for an in-item improvement and that there is a developing customer inclination for
cleaner tastefulness, the organization might decide to create new item categories or upgrade
existing ones to capitalize on this open door (Pronello and Kumawat, 2021). Then again, it might
devise a strategy to diminish the probability of such weaknesses happening, for example, tending
to any deficiencies in digital promotional strategy would represent a threat in a market that is
already saturated with contenders. With regards to gamble with the board, the utilization of the
SWOT analysis could potentially help out to Lanserhof at the Arts Club in distinguishing
potential dangers and contriving strategies to mitigate or address such dangers (Pronello and
Kumawat, 2021).

Threats: If the company recognises the danger that is presented by the increasing level of
competition in the ecological Boutique gyms business, it can decide to participate in research in
addition to development whenever it is necessary to take preemptive measures to safeguard its
competitive advantage by developing innovative goods. Additionally, it may investigate the
possibility of developing alternate tactics to successfully manage unanticipated barriers, such as
adjustments in the expectations of customers or economic recessions.

5
Porter 5 forces (Competitor Analysis)

Threat of New Entrants: The barrier to entry within the boutique gymnasium market is
relatively high because of sizeable preliminary capital investments required for top class
locations, modern day equipment, and hiring professional workforce (Deschryver and De Mariz,
2020 ). Additionally, Lanserhof's robust emblem recognition and affiliation with The Arts Club
offer a competitive facet, making it tough for brand spanking new entrants to replicate the same
stage of prestige and exclusivity.

Bargaining Power of Suppliers: The bargaining energy of providers in this market is slight.
Lanserhof calls for wonderful health equipment and well being merchandise, regularly sourced
from specialized carriers (Papadas et al., 2019). While these suppliers keep a few power,
Lanserhof's hooked up logo and shopping extent can offer leverage to barter favorable terms.
However, the reliance on pinnacle-tier suppliers for maintaining their premium provider could
cause them to liable to fee changes and deliver chain troubles.

Bargaining Power of Buyers: The bargaining power of shoppers in the boutique gymnasium
quarter is especially excessive. Clients at Lanserhof are typically affluent people who count on
pinnacle-tier offerings and facilities. They have the choice to exchange to other luxury gyms if
their expectancies are not met. This necessitates a non-stop funding in patron revel in,
personalized offerings, and innovation to retain purchasers.

Threat of Substitutes: There is a slight danger of substitutes within the shape of other luxury
well being facilities, non-public running shoes, and high-give up domestic fitness center setups.
However, the particular selling proposition of Lanserhof lies in its holistic method to health and
wellbeing, integrating clinical offerings with fitness, which isn't easily replicated by way of
substitutes. This differentiation allows mitigate the threat of opportunity alternatives.

Industry Rivalry: The stage of contention amongst existing competition is excessive. The
boutique fitness center marketplace within the UK, specially in London, is saturated with
numerous excessive-quit manufacturers like Equinox, Third Space, and KX Gym. Each

6
competes on provider satisfactory, exclusivity, and innovation (Lam et al., 2019). Lanserhof's
precise integration of clinical wellbeing offerings presents a special competitive advantage, but
non-stop differentiation is crucial to maintain its role in a fiercely competitive market.

A case for change and the benefits of change

Lewis Chane management model

Lanserhof at The Arts Club may want to gain from implementing a complete digital
transformation to beautify member enjoy and operational efficiency, leveraging Lewin's Change
Management Model to guide this manner.

Unfreeze: The preliminary stage includes preparing the business enterprise for trade via
addressing the need for virtual transformation. Lanserhof have to talk the blessings of integrating
superior virtual technology, together with a customized mobile app for contributors, digital
wellness consultations, and AI-driven personalised fitness plans (Singh et al., 2022). This phase
involves growing cognizance amongst staff and members approximately the competitive
blessings, which includes advanced customer engagement, personalized offerings, and
streamlined operations. Leadership should collect feedback, identify capacity resistance, and
foster a lifestyle open to trade with the aid of highlighting successful examples from the industry.

Change: In this section, Lanserhof starts the implementation of digital tools and platforms. The
health club may want to introduce a cell app that offers features like booking training, tracking
health progress, getting access to virtual consultations with fitness professionals, and receiving
customized workout and vitamins plans (Witek and Kuźniar, 2020). Training periods for
workforce to adeptly use this new equipment and incorporating member comments are critical to
ensure smooth adoption. Pilot applications can be launched to check the new systems, acquire
statistics, and make important changes earlier than a complete-scale rollout.

Refreeze: Once the digital transformation is fully applied, the focal point shifts to stabilizing the
brand-new procedures and integrating them into each day operations of Lanserhof. This includes

7
constantly monitoring the overall performance of the brand-new virtual systems, presenting
ongoing support and education for workforce, and inspiring individuals to actively use the virtual
systems (Kardos et al., 2019). Celebrating milestones and spotting those who've adapted nicely
can enhance the new behaviors. Lanserhof should set up remarks loops to make sure the virtual
tools remain user-friendly and effective, hence embedding the change into the employer’s
subculture.

Analysis of the stakeholders

In the natural and natural Boutique gyms area in the United Kingdom, Lanserhof at the Arts Club
has created areas of strength for a situation by being focused on quality and ethical business
methods. This has allowed them to make far and wide progress. Because of the organization's
solid reputation and dedication to high natural principles and straightforwardness, customers who
are looking for ecologically sound excellence arrangements have acquired trust in the brand). In
view of the huge item range that incorporates skincare, hair items, body care, and suncare
products that are currently accessible available, Lanserhof at the Arts Club offers a complete
alternative for clients who underline natural choices across an assortment of excellence
categories.

Then again, the brand is confronting challenges, one of which is its better-quality estimating
strategy, which might bring about the creation of obstructions to section for a more broadened
market (). As per Atwal et al. (2019), a purchaser climate that is delicate to cost might deter
potential clients from securing the item in light of its greater expense in contrast with
conventional alternatives. Lanserhof at the Arts Club can capitalize on Ireland's rising
requirement for ecologically well-disposed Boutique gym things, despite the fact that this request
is growing.

Improving the web-based business experience and advancing digital marketing strategies are two
prospects that might be exploited to meet the developing pertinence of Internet platforms in the
excellence business. As per Do Paco et al. (2019), going for the gold brings down dependence on
a specific location as well as contacts clients in different nations who are turning out to be keener
8
on all-natural and natural skincare items. Lanserhof at the Arts Club should draw in with the
contenders to guarantee that it keeps on having the place of authority. This is the kind of thing
that should be possible by nonstop innovation, education of the client, and reasonable
acclimations to the valuing strategy.

Stakeholder Mapping

Figure 1: Stakeholder Mapping

(Source: Idris et al., 2022)

Lanserhof at the Arts Club might have the option to effectively synchronize its points and
exercises with the bits of knowledge that it has learned using strategic planning. This is achieved
by including Stakeholder evaluation into the bigger strategic reasoning manipulation (Idris et al.,
2022).

9
Stakeholder Group mapping promoter defender latent
stakeholde stakeholde stakeholde
rs rs rs
Group 1 Group 2 Group 3
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10
What is their influence over the change? Lanserhof at The The natural
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11
What is the strategy for engaging The end is T h e Assuming the
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SOSTAC model

Situation Analysis, Targets, Strategy, Strategies, Activity, and Control are the parts that make up
the SOSTAC model, which is an all-incorporating planning system. To foster marketing
strategies, the instrument gives a thorough structure, which guarantees that the interaction will be
both finished and systematic. To evaluate the ongoing digital presence of Lanserhof at the Arts
Club, doing an internal analysis is vital. This includes analyzing the presentation of their site,
how much commitment on social media platforms, and their total web-based openness, as stated
by Ribeiro de Oliveira in 2023. It is prescribed to complete an external review to survey the
ongoing business sector patterns, strategies utilized by contenders, and changes in client conduct
with respect to digital platforms. The goal is to give a reasonable and careful depiction of Savvy
targets, which are goals that are explicit, quantifiable, attainable, significant, and time-bound.
These goals are focused on upgrading the web-based presence of Lanserhof at the Arts Club.
Toward the finish of the following three months, the goal is to accomplish a 10% expansion in
site traffic, a 25% ascent in social systems administration commitment, and a 35% increment in
web-based sales (Iskalachi, 2021). As per Smith and Zook (2023), the strategy involves utilizing
social media platforms to upgrade commitment on platforms like Instagram and Facebook. This
is achieved by disseminating client generated content, giving exceptional experiences, and giving
educational information about natural skincare items. Content marketing involves the creation of
great blog entries, videos, and infographics that emphasise the benefits of organic skincare
products. These should be created by search engine optimisation requirements to boost your
online visibility.

Conclusion and Recommendations

Lanserhof at the Arts Club has developed a digital marketing strategy with the goals of
increasing online visibility, communicating with and engaging the target audience, and producing
online sales via the use of a data technique that is both complete and intelligent.

13
Key Performance Indicator:

● Achieve a twenty per cent increase in website traffic.

● Monitor Utilise Google Analytics to assess the number of visits to your website, the
number of pages seen, and the level of user interaction (Putri, 2021).
● Increasing the Interaction Capabilities of Social Media Platforms (Roscoe et al., 2021)
The key performance indicator is to achieve a 25% increase in social media activity,
which may be assessed by the number of likes, shares, and comments.
● Monitoring: Make use of social media monitoring tools to measure the amount of people
who are engaging with social media platforms like Facebook and Instagram.
● Boosting Sales Via the Internet:
● Achieve a boost in online sales of twenty-five per cent.
● To monitor and assess sales accomplishment and conversion rates, as well as customer
development, it is recommended to make use of e-commerce monitoring tools (Roscoe et
al., 2021).

Content promotion schedule for the calendar:

● The first month will focus on "fundamental Clean Beauty Products."

● The usage of social media should be emphasised, user testimonials should be
disseminated, and a competition should be organised to encourage customers to reveal
their skincare routines (Elf et al., 2022).
● You should publish an article on your blog that emphasises the necessity of employing
organic components and highlights the benefits of adopting clean Boutique gym
procedures.

During the second month, "Behind-the-Scenes"

● Displaying the production process, introducing the staff, and holding a question-and-
answer session with the creator are all strategies that may be implemented via social
media (Reynolds and Holt 2020).

14
 ● Share a video or an in-depth article on your blog that demonstrates how Lanserhof at the
Arts Club is committed to preserving the environment and gives readers a glimpse behind
the scenes there.

For the third month, "Influential Conquest"

● On social media, you should form a collaboration with influential people to organise a
takeover day. This will allow them to display the Lanserhof at the Arts Club products and
routines that they enjoy (Gheorghe et al., 2023).
● Conducting feature interviews with influential people to dive into their own experiences
with Lanserhof at the Arts Club may be found on various blogs.

The following are examples of assets for marketing campaigns:

● posts made on several social media platforms:

● In addition to including informative text, posts that include visually attractive
photographs that highlight the product's main characteristics are also included.
● Customer-generated material that highlights people who are using Lanserhof at the Arts
Club products.
● The benefits of using organic skincare products are shown via the use of visual
representations (Crossley et al., 2021).

In the content of a blog:

● Several topics, including "The Process of Achieving Clean Beauty" and "Selecting an
Appropriate Organic Skincare Regimen" (Halder et al., 2020), are discussed in depth in
the articles.
● Step-by-step instructions for formulating skincare routines using Lanserhof goods
purchased from the Arts Club.
● Highlights of the product followed by detailed information on the components.

Collaborations with Prominent Individuals:

15
 ● Kurt Lewin’s force field analysis is conducted for Lanserhof at the Arts Club in this
paper section. This analysis method is one of the vital decision-making segments used for
internal and external factor determination.

● This organisation is already working on their social media interaction and resolving
social conflicts. They can use their new innovative decision-making segment in this
analysis. The method is also used to create balance in social regulation.

● According to Halber et al.'s research from 2020, collaboration on YouTube will be

beneficial for the organisation to take over more customer for their service. This analysis
is also known for restraining the modification of the service process and improving
operation.

Lanserhof at the Arts Club is in the luxurious fitness service sector of London. The organisation
is already serving a huge group of people that belongs to their target market. This company's
vision is to bring willing and refer better physical health solutions through fitness (Crossley et
al., 2021). The state of fitness strategy of this organisation is highly valuable for people who are
into Health consciousness and for advanced technology equipment for their exercise. This
company's vision is aligned with the customer's requirements. It made the business sector reach
its goals as they can work efficiently for their customers.

The service method is designed to optimise long-term results for customers' health. The
technology that organisation is easy is highly innovative, and the formula of its us in healthcare
is also highly rated by customers. Though the service sector has faced regulatory issues in the
boutique jeans and skincare industry, the organisation still intends to bring new solutions to
service. Cultural change in an organisation is another beneficial way to influence their employee
crew for better performance and handling the customer's requirements. This cultural change
effectively draws the customer's attention also for Lanserhof at the Arts Club.

The adequacy of the strategy might be evaluated methodically through the utilization of
achievement measurements, which incorporate significant achievement indicators and

16
continuous checking. Using the SOSTAC model, Lanserhof at the Arts Club can execute a
complete plan that allows them to navigate the steadily developing digital climate and effectively
energize constant development. By utilising this innovation, they are further fortifying their
obligation to create natural and environmentally cordial dermatological merchandise.

17
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Appendix

SWOT Analysis

23
Strength Weakness

24
● ● The essential benefit that ● ● Limited Global Impression:
Lanserhof at the Arts Club has is While Lanserhof at the Arts Club has
enduring obligation to creating successfully created a substantial
skincare arrangements are gotten from presence inside the United Kingdom,
natural sources and are created in a its international improvement might be
natural climate. The brand is situated relatively controlled contrasted with
as a believed expert for individuals' certain contenders. Conceivable
ethical and ecological excellence helping the brand's presence in
decisions because of this promise, international business sectors could act
which correlates to the developing as a strategy for development,
client inclination for feasible especially considering the quickly
magnificence items. developing interest for natural
excellence arrangements all over the
● The narrative of a business visionary:
planet.
As per Bidin et al. (2019), the
beginning of the brand is intricately ● ● A few buyers might be deterred
associated with the emotional mission from buying natural and natural items
for natural remedies for mother-girl because of their more exorbitant cost
asthma by finance manager Charlotte places, as stated by Hu et al. (2022).
Vøhtz. This emotionally charged When contrasted with additional
pursuit loans an emotive and important conventional conceivable outcomes,
quality to the brand. Those individuals the items sold at Lanserhof at the Arts
who are looking for legitimacy and an Club are typically sold at a greater
immediate association with the cost, which might restrict the quantity
organizations that they decide to work of clients who can buy them.
with may view this as narrative
● The digital publicizing strategies
appealing.
utilized by Lanserhof at the Arts Club
● With regards to skincare, haircare, would be upgraded by the
body care, and suncare items, incorporation of a wide assortment of
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Opportunity Threat

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● Lanserhof, a member of the Arts Club, ● There is fierce competition in the
may investigate innovative and market for organic and natural
sustainable solutions to packaging that skincare products, which is expanding
are by principles of environmental as both existing firms and new entrants
consciousness (Munot et al., 2023). battle for the attention of customers. It
Customers who are concerned about is necessary for Lanserhof at the Arts
the environment will be drawn to this Club to continually participate in
project, which will also position the creative activities to preserve its
company as a pioneer in the use of competitive advantage and
ecologically friendly beautifying differentiate itself in a market that is
techniques. experiencing saturation.

● Strategic relationships: Lanserhof at ● ●Even if there are certificates

the Arts Club can expand its reach via available and a commitment to
the formation of partnerships with transparency, there is still a possibility
companies that are consistent with its that consumers will continue to have
mission or with significant doubts about the efficacy of organic
personalities in the health and wellness products (Idris et al., 2022). It may be
sector. The formation of strategic possible to increase trust in the brand
partnerships cannot only establish the by removing this uncertainty via the
brand as a forerunner in the organic provision of useful content and
Boutique gyms sector but also bring endorsements from customers.
the brand to markets that had not been
● Lanserhof at the Arts Club may face
explored before.
challenges as a result of regulatory
changes in the Boutique gyms and
skincare industry. To guarantee
compliance, it will be necessary to
update its formulations and marketing
strategies consistently, as well as to
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Analysis of the internal and external stakeholders

Collaborations with Influencers: To boost the exposure and reputation of Lanserhof at the Arts
Club's brand, it is important to engage in collaborations with notable persons who are involved in
the aesthetic and wellness business.

A social media calendar is a strategy that involves the creation of a plan for publishing content
that encompasses a variety of product features, customer feedback, and instructive
supplementary content. To encourage quick connection, you should use Instagram Stories.

About content creation, it is necessary to establish a comprehensive strategy for blog posts that
will concentrate on topics such as the value of organic components and skincare routines, while
also promoting particular items. Produce material for social networking sites that is both visually
beautiful and simple to distribute (Koney, 2023).

The process of engaging in influencer engagement involves the identification and establishment
of connections with people who share the ideals of Lanserhof at the Arts Club. Encourage their
participation in the process of sharing their opinions on the products and coming up with
innovative material.

An action that should be taken is to assign responsibilities for the production, organisation, and
interaction of content on social media platforms. When it comes to optimising social media
management, services like Buffer and Hootsuite are excellent choices.

To develop blog posts, movies, and more content, it is necessary to assemble a team of
individuals. Put in place a consistent publishing schedule, and commit resources to the
production of content (Huovila, 2020).

Collaboration among influencers involves reaching out to the targeted influencers, engaging in a
conversation about the possibility of working together and providing them with crucial
information about the product. In addition to supervising, engage with the items that influencers
have made.
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To maintain control, it is essential to consistently monitor key performance indicators (KPIs),
which include website traffic, social media statistics (including likes, ownership, and comments),
and online transactions. It is necessary to conduct a comprehensive analysis of the data to
evaluate the degree of performance by the objectives that were established (Merih, 2021).

Client feedback should be solicited to encourage their opinion about the digital environment.
Review the ratings and comments to get an understanding of the mindset, and swiftly address
any problems that may arise.

Utilise several analytics tools, including Google Analytics, social media analytics, and e-
commerce tracking, to get a comprehensive understanding of user behaviour and assess the
effectiveness of promotional activities. The user's text might be found blank.

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