Description of existing and potential competitors, techniques for coping with competitors.

Competitive analysis is a process that examines how new and existing firms might impact or threaten a company’s sustainability (Dau et. al., 2019,). In Argentina, there are many fitness and gym centers. The company needs to develop a marketing plan to grow its business. The nation’s capital is where the majority of health clubs and fitness centres are located. Salta, Mendoza and other cities have other chains of gyms. Megatlon and Always Club are just a few of the top gyms. Diverse gyms and fitness centers cater to different market segments. Others cater to only fat people, while others offer luxurious services. There are also online training programs that could be a rival. Omnia Fitness is one example of a business that offers virtual training to clients.
The firm must adopt a strategy to differentiate in order to be competitive. In order to enhance the brand’s value proposition, differentiation means incorporating distinct characteristics (Lamb et. al. 2020). This hybrid method may include both physical and virtual training. By expanding its training offerings, the company can attract new markets. A business that offers various mindfulness and exercise services should not only consider diversifying its product offerings, but also offer other products. A gym could offer Yoga, Karate and Bicycle riding services. In order to strengthen the brand, the company must be open to regional differences by setting up a network with training centers in major cities. Consumers will be more convenient and accessible if there is a network.
Standardization means that all countries use the same marketing mix. Standardization allows a business to copy its offerings without altering its diversified market (Keller & Kotler, 2016). It allows the company to transfer its competitive advantage. Peloton must adapt to the Argentine market. The ability to adapt the service offerings to local customers is called adaptation. The organization’s appreciation of the unique cultures and distinctive characteristics of different markets is demonstrated through adaptation. Market integration can be achieved by adapting services for Argentinians. Peloton might be able to join the market via acquisitions and merger tactics. Adaptation to the Argentine market will require an in-depth knowledge. Mergers and acquisitions help companies to find people who know the health features of the country.

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