Case OutlineIn the case we see Peloton just before its Initial Public Offering in September 2019. The company built itself in the virtual fitness space. It controls the entire workout experience through its digital platform of the extensive online library of video classes, fitness coaches and DJs, hardware and software, and clothing. It actively fosters an interactive, engaged community of users across all social media platforms. However, Peloton operates in a highly competitive environment, targeting the "wellness" demographic. In this assignment you are asked to analyze Peloton's marketing strategy, looking forward to the Initial Public Offering (IPO). (Covid effects on the industry and the business are not to be included in the analysis, as this was unpredictable /unforeseen in 2019.) As a public company, Peloton must demonstrate continued growth in revenue, profitability, subscription base, etc., relative to competitors, in order to enhance its market valuation. Additional References2020 Annual ReportUse Berkeley College Mergent Online database to access data on the business, financials, reports, etc. Use stock symbol PTONCase Questions1) Analyze Peloton's marketing mix in the digital and traditional space.

2) How does Peloton differentiate itself from its competitors (online and brick and motor)?