An Entry Study of Fitness Equipment Industry into Muslim Market

• Main Authors: Chin- Shu Chen, 陳靜淑
• Other Authors: 蔡政言
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/28206720783061194885

碩士 === 淡江大學 === 國際行銷碩士在職專班 === 103 === Muslim markets have expanded to not only Islamic and Mohammedanism countries but also the nations with Muslim population and market. Indonesia is the biggest economy of ASEAN and among Muslim countries in the world; therefore, the opportunity for Muslim business is worth exploring. The rapid urbanization and the growth of population have boosted the demand for domestic markets and the consumption purchasing powers of the middle class. The fitness equipments are now not only used for losing weight and muscle training anymore because people start to using them as a purpose of pursuing more leisure and entertainments. Besides, they are also aware of healthy issues and the aging society. That is the reason why doing exercises by fitness equipments can provide both physical and mental relaxation. Additionally, it also has become a trend of the leisure of a life style. This study firstly analyzes the present status and future prospects of fitness equipment industry in global, Taiwan and Indonesia so as to provide the enterprisers with an insight to Muslim culture, consumption behavior, market size, the direction of future development, and management strategy of fitness equipments. Besides, it aims to help enterpriser to make right decision when they enter Muslim markets. Then, it analyzes Taiwanese fitness equipment industries from the viewpoint of SWOT and Five Force Framework analysis. It also indicates the current difficulties of Taiwan Fitness equipment industries. Finally, it proposes the future trend of fitness equipment by the Red Ocean and Blue Ocean Strategy. The findings in this study shows that Muslim markets have greatly influenced by Islam culture. The trend of the leisure of a life style for fitness equipment is become more and more popular in Indonesia. Furthermore, this study also indicates the strength of fitness equipment industries in Taiwan and proposes the possible strategies for Taiwanese enterprises of how to enter Muslim markets. The four suggestions are proposed by the end of this study. First, it is necessary to propaganda the household market because the sports population of Muslim women is increasing. Second, it is important to meet the different needs of commercial and household markets. Third, the most effective way to promote excellent Taiwanese products is using of word of mouth. Finally, the fastest way to create a sales channel in Muslim markets is to cooperate with the domestic distributers.