29 Jun Anytime Fitness, is a company that has fitness facilities all
Question
Anytime Fitness, is a company that has fitness facilities all over the U.S. The facilities are open 24/7 and the members have keys to the facility so they can come in anytime they want. This way they can work out at their convenience regardless of their work or personal schedules. The company does not need to have any employees on the premises most of the time, and the customers enjoy maximum flexibility in designing their own workout schedules.
Who exactly should be in this target market in the U.S.? To identify the target market, select first the key criteria for segmenting the market, and then proceed to identify the target segment.
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 U.S.? Use Hofstede’s cultural typology to support your answer.
What brand image is the most appropriate for Anytime Fitness in the U.S. versus Japan and why?
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