Mkt 564 Mid Term

Floretta Johnson

May 27,2012

MKT 564 Global Marketing

Midterm Exam

Question #1 (75 points)

Anytime fitness, is a company that has fitness facilities all over the USA. The facilities be scatter 24/7 and the members have keys to the facility so they dejection come in anytime they want. This way they can work bring out at their convenience regardless of their work or personalised schedules. The company does non need to have any employees on the premises most of the time, and the customers enjoy maximum flexibility in designing their own workout schedules.

1. Who exactly should be in this fundament area commercialize in the US? To give away the can market, select first the key criteria for instalmenting the market, and then proceed to identify the target plane section.

2. The company is considering expanding in Japan. What segment should the company target in Japan? Why? What is the difference in the target markets in Japan versus the USA? Use Hofstedes ethnical typology to support your answer.

3. What brand image is the most appropriate for Anytime Fitness in the US versus Japan and why?

The intentions of Anytime Fitness ticker are to reach clients that have a busy schedule.



Their facilities are designed to attract the fitness conscience consumers that may not have enough time to go to a fitness center after a very busy day. In the USA their strategy to reach their targeted audience will be to reach across boundaries to identify the consumers most likely to acquire their product. The goal of market segments is to break down the whole market into small homogenous groups (Keagan, 2010). The key criteria for segmenting the market is that the segment selected essential be measurable in purchasing power and size, the segment must match what the firm is offering, the segment should be great enough to be profitable, and the marketer is able to serve the segment effectively.

Since the targeted market has been identified as busy people, further segmentation is needed to get the best fit...If you want to get a full essay, order it on our website: Ordercustompaper.com



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