As many of you may know, the Shoals is divided by the river. Florence is on one side, while Muscle Shoals, Sheffield, and Tuscumbia are on the other. Some residents prefer to stay on their side of the river versus shopping and eating across it, even though the distance isnt great. It may seem silly, but thats how the environment seems to work. Others dont seem to mind crossing the river (I certainly dont!). However, the convenience of having a location near you, regardless of the side of the river, is often desired.

Some businesses have locations on both sides of the river. Chains such as Chick-Fil-A, Publix, and Walmart are among those. There are also small businesses that have chosen to have a location on each side of the river. Grit Fitness and Quench Shoals are two such businesses.

Grit Fitness has been in Florence for approximately 5 years. The cycling studio quickly took off and developed a strong customer base. In February 2022, one of the popular cycling instructors left Grit and opened her own studio across the river in Muscle Shoals. This studio, One Ride Cycle, has also developed a strong following, making it a tough competitor for Grit. In February of this year (2023), the owner of Grit Fitness decided to open a 2^nd location in Muscle Shoals at Reservoir Gym.

Similarly, Quench Shoals opened in September 2022, next to One Ride Cycle. Quench Shoals provides healthy drink and snack options, appealing especially to those who take classes at One Ride Cycle. The owner of Quench recently (Nov. 2023) opened a 2^nd location in Florence, near UNA. Two similar competitors (Root & Branch and Smooths Wellness bus) recently closed their locations (each was only located in Florence, and the two companies were actually partners to a degree).

In class and in our textbook, we discussed leveraging a business by entering into new markets. One way is to expand geographically, as these two businesses did (on a small scale). Answer the questions below using your own research and thoughts. Youll need to link back to specific chapter content, using page numbers where needed. You also need to conduct your own researchthese businesses have websites and social media. Local news articles have been written about both. Youll also need to conduct some research on the economy and industries (providing cites and references where needed).

I need help understanding these questions (DO NOT ANSWER THEM). I just need a better explanation of what it is asking me to do. Please I need it ASAP.

1. Which assets and competencies can be leveraged?
2. What brand extensions are possible?
3. Can the scope of the offering be expanded?
4. Do viable new markets exist?