Growth Strategies for Taiwan Fitness Club he Case Study of Alexander Group
Date Issued
2008
Date
2008
Author(s)
Chen, Hung-Chi
Abstract
Around 21 centry, Taiwan Government had started a series of policies, such as “Two-Day Weekend, Twice a Month” policy in 1998, and “Two-Day Weekend” policy in 2001, which boosted the nation-wide growth of recreational industry in Taiwan. However, it appears that this industry-wide rising trend didn’t benefit the fitness industry. ince 1999, more and more foreign fitness clubs have entered into Taiwan market which has led to fiercer competition. Furthermore, the credit card crisis severely shrank the customer’s cosuming ability, posing a threatening situation to fitness industry. Those two reasons are considered as the major two causing many Taiwanese fitness clubs to quit this industry. acing this tough situation, fitness club players need concrete directions about how to compete or grow in such a difficult environment, and require strategic views for prospective growth. However, recent theses about fitness industry only focused on the product and customer sides, leaving the strategic views aside. To provide a different point of view, this thesis will propose some directions for fitness club players about the growth strategy by literature review and case study methods.his thesis, following Miles and Snow’s typology and combing the literature review process, is a case study and literature review mixed thesis. First, it summarizes the important theories about growth strategy, including brand extension and globalization entry strategy. Basing on those theories, this project first discusses and categorizes the passed growth strategy of Alexander group, the significant player in Taiwan market, and finds out the core competence of Alex group. Then the study will analyze recent strategic actions taken by Alexander group. Finally, it surveys the trends of world fitness industry and concludes with strategic suggestions, based on the analyzed results, to the fitness club players in Taiwan.
Subjects
Fintness Industry
Growth Strategy
GlobalizationalSstrategy
Brand Extension
Type
thesis
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