Body Power

Healthcare services marketing |

BODY POWER |

CASE ANALYSIS SUBMISSION |

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2010-11

Products and Brands 2010-11 | Market Growth | Market Share | Market share of Largest Competitors | Relative Market Share |

Selectorized Equipments (SE) | 4.00% | 17.53% | 25.15% | 0.70 |

Plate Loaded equipments (PLE) | 12.00% | 23.37% | 21.83% | 1.07 |

Multi Gym equipments (MGE) | 12.00% | 19.06% | 21.74% | 0.88 |

Benches and rack equipment (BRE) | 3.00% | 19.30% | 29.46% | 0.66 |

Cardio fitness equipment | 14.00% | 0.00% | 31.85% | 0.00 |

Spa | 11.00% | 0.00% | 28.98% | 0.00 |

Fitness accessories (FA) | 5.00% | 23.21% | 22.17% | 1.05 |

Products and Brands 2009-10 | Market Growth | Market Share | Market share of Largest Competitors | Relative Market Share |

Selectorized Equipments (SE) | 4% | 34.23% | 47.19% | 0.73 |

Plate Loaded equipments (PLE) | 12% | 40.47% | 44.78% | 0.90 |

Multi Gym equipments (MGE) | 12% | 36.12% | 39.92% | 0.90 |

Benches and rack equipment (BRE) | 3% | 37.62% | 56.39% | 0.67 |

Cardio fitness equipment | 14% | 0.00% | 67.06% | 0.00 |

Spa | 11% | 0.00% | 56.60% | 0.00 |

Fitness accessories (FA) | 5% | 41.86% | 41.44% | 1.01 |

2009-10

1. Which are the 2 best candidate product lines for new product launch?

Plate loaded equipments (STAR)

According to the BCG matrix, Plate Loaded is equipment has entered the Star quadrant and thus should be maintained at that.They are generating large sums of revenues because of their strong relative market share, but at the same time they would also consume large amounts of investments because of their high growth rate. Therefore the company should focus on this product so that when the market is declining it can convert this product into cash cows.

Fitness Accessories (CASH COW)

As leaders in a mature market, this segment is exhibiting a return on assets that is greater than the market growth rate – so they would be generating more revenues than they would...