Zumba

Case Study 3.1

Zumba: A dance phenomenon is going global

1. Which of the internationalization models presented in this chapter best fits the internationalization of Zumba?

1. The network approach model best describes the internationalization of Zumba. The key feature of the model is that the firm itself cannot succeed on its own, it is dependent on resources controlled by others. Similarly to the Zumba case study, they profit from their instructors, academy, instructors courses, monthly fees from instructors in its network and its brand merchandise.

To ensure advancement and competitiveness , it is important for the company to have a good relationship with their instructors as they are all interdependent on one another. The instructors would benefit the firm to new heights by spreading the product to a larger group of audiences as well. Hence, a continuous cycle of relationship and dependencies is required.

The industrial network differs from the hierarchy, it is not controlled by one unit from the top management. Instead, it is more flexible. In the case study, the instructors are considered independent business entrepreneurs. They are just required join as a member, take the course where licensed will be given and they can operate themselves to either freelance or to start their own workout class. This creates a more teaming, adaptive and egalitarian network. Nevertheless, they both rely on the other parties for support. As the Zumba's instructors deal with the consumers and followers directly, they serve as a representative to the community. Therefore, they need to be regularly updated and of the product and they rely on Zumba for the branding. Communication and coordination needs to be cultivated in order to provide good service and get results.

Zumba has also reached out internationally through informercials, penetrating into foreign markets. This approach is also mentioned in the network model. Hollywood celebrities has been seen...