Gold's Gym Expansion to Asia
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GOLD’S GYM – PROPOSED EXPANSION TO ASIA
Table of contents
Page
1. Background of the company _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 04
2. PESTLS analysis and SWOT/5 Forces Analysis _ _ _ _ _ _ _ _ _ _ 05
3. Factor score analysis _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 17
4. Analysis of the cultures _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 18
5. Analysis of the market environment _ __ _ _ _ _ _ _ _ _ _ _ _ _ 21
6. Analysis of the market mix _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 26
7. Trade agreements and laws affecting the expansion _ _ _ _ _ _ 32
8. Market entry strategy and recommendations _ _ _ _ _ _ _ _ _ _ 36
9. Bibliography and References _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 39
PART 01 - Background of the company - GOLD 's GYM
Gold 's Gym International, Inc. is one of the largest fitness club chains in the world, one of few global players in a highly fragmented market. The company operates primarily through franchising. Gold 's Gym claims 2.5 million members worldwide, and some 600 gyms found in 27 countries. The chain began with a single establishment, which became the center of the sport of bodybuilding in the United States.
Gold’s Gym earns income through franchising, operating company-owned gyms, and through selling apparel and accessories licensed with the Gold 's logo. The company was founded by Joe Gold in 1965. Gold sold the company in 1970, and it changed hands several times since then. In 2004 the firm was acquired by the Texas-based investment group TRT Holdings.
The company increased its sales of accessories in the late 1980s. In 1988 it began selling its clothing at department stores and sporting goods stores as well as in its own franchises.
Gold’s Gym currently operates in almost all the states in US and a dominant player. It has operations in 20+ countries and wishes to expand to pursue aggressive growth.
Country Analysis and
GOLD’S GYM – PROPOSED EXPANSION TO ASIA
Table of contents
Page
1. Background of the company _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 04
2. PESTLS analysis and SWOT/5 Forces Analysis _ _ _ _ _ _ _ _ _ _ 05
3. Factor score analysis _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 17
4. Analysis of the cultures _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 18
5. Analysis of the market environment _ __ _ _ _ _ _ _ _ _ _ _ _ _ 21
6. Analysis of the market mix _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 26
7. Trade agreements and laws affecting the expansion _ _ _ _ _ _ 32
8. Market entry strategy and recommendations _ _ _ _ _ _ _ _ _ _ 36
9. Bibliography and References _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 39
PART 01 - Background of the company - GOLD 's GYM
Gold 's Gym International, Inc. is one of the largest fitness club chains in the world, one of few global players in a highly fragmented market. The company operates primarily through franchising. Gold 's Gym claims 2.5 million members worldwide, and some 600 gyms found in 27 countries. The chain began with a single establishment, which became the center of the sport of bodybuilding in the United States.
Gold’s Gym earns income through franchising, operating company-owned gyms, and through selling apparel and accessories licensed with the Gold 's logo. The company was founded by Joe Gold in 1965. Gold sold the company in 1970, and it changed hands several times since then. In 2004 the firm was acquired by the Texas-based investment group TRT Holdings.
The company increased its sales of accessories in the late 1980s. In 1988 it began selling its clothing at department stores and sporting goods stores as well as in its own franchises.
Gold’s Gym currently operates in almost all the states in US and a dominant player. It has operations in 20+ countries and wishes to expand to pursue aggressive growth.
Country Analysis and
References: 05. The Malaysian Legal System by Dewan Bahasa & Pustaka. ILBS. (2007) - 06 23. Gold 's Gym (2005). Know Your Company’s Strength. California: Gold 's Gym. p1-6 24