A Case Study on the Positioning Strategy of Fitness Company in Taiwan

[[abstract]]The fitness has been popular in the world, it causes that the fitness equipment products have grown into the fastest sporting goods. Since International Health, Racquet ?Sports Club Association ?IHRSA?, and Sporting Goods Manufacturers Association (SGMA) have promoted the plan of ?50M2010?, the fitness enterprise has become the mainstream in the international sports, and the fitness market has become the biggest market that the various countries? sports industries should face. The individual market and commercial market in the fitness equipment have infinite opportunity in business, and they would lead the new growing wave. Since the globalization, lifestyle, population structure, the generation differences, and people?s expenses have changed, the fitness equipment companies expect to be one of the leading companies by inspecting the management turning points and drawing up the right positioning strategy in the steep competition environment,. This paper is clarified the position strategy and direction in the case company which design, produce, and sell the fitness equipment. This paper would build the empirical model via Analytic Hierarchy Process (AHP) by using the questionnaire survey to the case company, controlling organizations, the experts in order to know the cognitions of position strategy, market position, and the product position in the case company. The results from this paper are listed as following: 1. The influences on the position strategy arrange in order by the weight value are satisfying the customers? needs, dedicating the core value in competitive product, clearing market segmentation, the brand image, the ability of the developing fitness equipment, the encouragement system for the employees, the complete product line, the combination between the channel and the marketing, the product attribute, the service quality, the product quality and the function, the product price, the management in customer relationship, the good public relation, and the latest is the management achievements in enterprise. 2. The factors in different groups been focused on are different. The industrial field has thought ?clearing segmentation? and ?paying attention on the product competitive to create the enterprise core value? are the most important factors. However, ?satisfying the customers? needs? are the most important factor for the controlling organizations and the experts, and ?dedicating the core value in competitive product? is the next. The industrial field has created the core value by dedicating the product competitive in order to improve the promotion competitive power. The industrial field takes the degree regarding ?the complete product line?, which is different from the controlling organizations and the experts have focused on, the industrial field has thought that the most important is providing the integrity product service to satisfy the consumers? needs. Even though the factors that the industrial field and the controlling organizations and the experts have focused on are different, all of them are in the market and the product positions in order to face the competition environment and seeking the clear market segmentation to satisfy the customers? needs