Technogym, the wellness company. A critical evaluation

International Business Strategy of Technogym®, The Wellness Company
A Critical Evaluation









Table of Contents:

THE FITNESS EQUIPMENT MARKET 4
EUROPEAN FITNESS MARKET 5
TECHNOGYM®, THE WELLNESS COMPANY 7
INTERNATIONAL, MULTINATIONAL OR GLOBAL? 10
CULTURAL DIVERSITY 13
MISSION IM-POSSIBLE 14
“THE IMPORTANCE OF BEING ERNEST” 19
(BRAND AWARENESS IN A B2B CONTEXT) 19
CONCLUSIONS... 21
...AND IMPROVEMENTS 21
IN DETAILS 22
APPENDIX 24
REFERENCES 25
WEBSITES 29

Vladimir: “You should have been a poet.”
Estragon: “I was.” (Gesture towards his rags.) “Isn’t that obvious?” – S. Beckett

ABSTRACT: This article is the result of an analysis of the International Strategy of an Italian fitness equipment company. It starts providing information about the popularity of fitness activities and lists reasons why people are attracted to them, in order to better set Technogym® in a bus...