Market development strategy for Technogym and Marketing anal…

Technogym (www.technogym.com) is one of the leading global manufacturers in the gym equipment business. It operates in different geographies and it has been growing steadily in the last few years. Your task is to recommend a market development strategy for Technogym at three different levels: 1. within the actual market 2. activating a potential market 3. imagining completely new markets to be created. You have to collect secondary data about the market, the company and other markets you deem interesting (for example you can use the company website, databases in the library online collection, press articles etc.). You are not expected to and you should not get directly in touch with the personnel of the company. If you happen to collect primary data (from customers, distributors, professionals etc.) it will be appreciated but it is not mandatory. Your tasks: 1. Carry out an analysis of the actual and the potential market, by interpreting the data you collected, in order to provide a clear picture of segments, competitors and the companys position in the market. 2. Use the data you collected to generate insights, to help you identify market opportunities for each of the levels mentioned above. The opportunities you identify must be at least one for each level. If you identify more, its fine but its not requested. However, you cannot identify more opportunities for one level instead of one for each level. 3. Consistent with the market opportunities you identify, design a value proposition for each level of the market, using the models discussed in class: – Analyze customer benefits and sacrifices using the Customer Value Function; – Identify main touchpoints and key moments of the customer journey, assessing how they generate or reduce value in the customer experience; – Define clearly the customer groups to target and to build a positioning on those groups, that are consistent with the market opportunities you identified and the value proposition you advanced The quality of your recommendations depends on the quality of the arguments behind them. Be fact-based and data-based and dont rely on your personal experience or intuition, although experience and intuition may provide you with good guidance. You are not expected to provide any financial assessment of your recommendations. Output A Word document (10 page maximum, ALL INCLUDED, Times New Roman 12, line spacing 1, margins 2.5 cm). Graphs, figures, tables must be included in the text. You can add others in an appendix, but only those ones included in the 10-page text will be considered for the assessment. Please use the tool we have seen during the classes: fishbin analysis, quadrant, targeting, segmentation indexes etc. Develop also a file excel where all the analysis on are performed. Please also include a research online where you can find the data for developing the analysis