International Marketing Research Project

Only available on StudyMode
  • Topic: Mumbai, Culture of India, India
  • Pages : 10 (3853 words )
  • Download(s) : 247
  • Published : March 13, 2013
Open Document
Text Preview
Capital Fitness Expansion
Capital Fitness Expansion

Capital Fitness
Corporate office: 15 North Butler Street Madison, WI
Local office: H. No. 4-12-254/1, Subhadra Nagar Road, Bhagyalatha Colony, Vanasthalipuram Hyderabad India Local Phone: 040-27764429
12/1/2012

Capital Fitness
Corporate office: 15 North Butler Street Madison, WI
Local office: H. No. 4-12-254/1, Subhadra Nagar Road, Bhagyalatha Colony, Vanasthalipuram Hyderabad India Local Phone: 040-27764429
12/1/2012

Jay Castle
As a marketing product manager for Capital Fitness I was assigned the responsibility of increasing the sales of our products and our personal training services. As a company we have decided to expand by going international; focusing on the booming population of fitness professionals in India.

Jay Castle
As a marketing product manager for Capital Fitness I was assigned the responsibility of increasing the sales of our products and our personal training services. As a company we have decided to expand by going international; focusing on the booming population of fitness professionals in India.

At Capital Fitness we believe that working out is fun and should be a part of everybody’s day to day life. Because there is so much more to fitness than just rippling muscles and six pack abs. It makes the mind sharper, the body respond to stress better and it simply brings on a lighter mood. The idea of fitness is on the rise, not just in America but globally; this is due to the lifestyles of the individuals in our culture. Americans started by outsourcing our jobs to India and now we are outsourcing obesity. As developing countries go through rapid stages of growth, fast food companies and companies that provide quick pre-packaged meals have pounced on the opportunity to take advantage of the situation. Now it is our turn to pounce on the opportunity of taking our fitness center globally, to India. As the world's second most populous nation, with more than one billion people, India is projected to become one of its biggest economies. As a business it’s important to expand and continue to grow our market share. The only way this can be done is if we can keep our investors happy by staying profitable. So its important to carefully weigh the risks and rewards for growth. America is past its growing stage and India is just at the beginning of its maturity stage that’s why it is imperative we have a strategy set in place for marketing our Capital Fitness brand in India Before just rushing to enter the Indian marketplace, it needs to be recognized that the country is in a very different proposition than we are in the states – both in terms of business practices and consumer preferences – and must be treated accordingly. It must be addressed that we cannot expect to enter into the Indian marketplace by simply dusting off the old equipment in the basement. Our market is in many ways different than that of India’s. Indian consumers are also very different – enormously value conscious and very finicky with who they do business with. If Capital Fitness is to thrive in India we must customize our products and services to the particular preferences of Indian consumers. After all of my research I have come to the conclusion that the key to succeeding in India is to be prepared by tapping into the networks and resources available. Those resources (local gyms and entrepreneurs) can provide information to us regarding pricing, logistics and even the local culture. Thereby we would be going in with realistic expectations.

“Feed Your Mind Some Body!”
This quote/mission is how we explain our purpose and our relevance in our members lives - it speaks volumes to our philosophy. There is much more to working out then just moving weights around or running on a treadmill; one must be thoughtful and strategic when deciding to stay healthy. That’s where Capital Fitness comes in, providing a place to exercise mind, body & spirit. Capital Fitness...
tracking img