Company comparison

Order Description
MKT 7500 International Marketing Strategy

Point Distribution on the Term Project

Planet Fitness vs Lifetime Fitness

Here is the way I will score your papers on the Term Project (please refer to the handout titled Term Project Guidelines, p.2 under the title The Written Report, Total: 130 points as stated on the
Syllabus)

Introduction (where you are introducing the industry and the firms under study, the significance of what you will be discussing to management, the study approach you will be using, etc): 10 pts

* Brief intro on Fitness Industry Boom

* Overview of Plant Fitness / Lifetime Fitness

* Corporate Management style of both

* Apply to Customer Perceived value/ Branding

Global Industry Analysis: (where you are describing the industry trends, strategic drivers, typical competitive battles in the industry, etc): 20 pts

* Fitness Industry Trends

* Global Strategy

* Compare Customers Reports

Analysis and Evaluation: (where you are describing each focal firm’s approach to global competitive strategy, its strategic weapons, its corporate culture, etc): 60 pts

* Competitive Analysis

* Current position and Potential Value Share

* Global Expansion challenges/issues

* Cross national consumer behavior

* Adaptation vs. Standardization

Key Strategic Revision Suggestions: (where you are forwarding revision suggestions to each firm in light of competitive prospects in the industry, etc): 20 pts

*

Conclusions: (where you are synthesizing your findings and learning take-aways, what you found and did not find in your work, etc): 20 pts