A Study on Strategic Positioning and Competitive Advantage of Fitness Equipment Manufacturer

• Main Authors: Yu-Kai Chou, 周鈺凱
• Other Authors: Chao-Cheng Chung
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3swnq5

碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === The continuous development of the global economy has led people to pay more and more attention to their own health. Therefore, this study through analysis two fitness equipment brand companies which are Johnson and Dyco.This research obtains case company information through interviews and secondary data collection,Johnson is the world''s second largest fitness equipment manufacturer, currently has branches in many countries, and currently uses the commercial market as the main source of revenue, and through continuous mergers and acquisitions in various countries to expand the market.Dyco has grown continuously in the international market, and it has achieved good results in the home market,although it does not have its own access, but relying on strong partners to make its products in the physical channel sales performance outstanding. This study draws several conclusions. 1.The two companies have attached great importance to product development capabilities 2.The value of activities closely linked to strategic positioning 3. The international layout starts from the niche market 4.The international market access layout is different 5. Growth is roughly the same After analyzing and comparing the two compnaies with different target customers, we hope to give some suggestions and references to other manufacturers who want to enter the industry.