Marketing Management (MKTG5320.W02)

Written Assignment-

There must be a minimum of 5s pages.

A coverr page is required.

Please embed any charts/figures sourced from the Internet in the body of the paper and not in an appendix.

Use figure numbers and titles. Please make sure that the chart/figure is legible.

Please answer each question separately. You can simply list the question number and then type your answer. You don't have to restate the entire question.

This activity focuses on Peloton, an interactive home fitness products company.

"Peloton is the leading interactive fitness platform in the world with a loyal community of more than 5.9 million members. The company pioneered connected, technology-enabled fitness, and the streaming of immersive, instructor-led boutique classes for its members anytime, anywhere. The peloton makes fitness entertaining, approachable, effective, and convenient while fostering social connections that encourage its members to be the best versions of themselves. An innovator at the nexus of fitness, technology, and media, Peloton has reinvented the fitness industry by developing a first-of-its-kind subscription platform that seamlessly combines the best equipment, proprietary networked software, and world-class streaming digital fitness and wellness content, creating a product that its members love. The brand's immersive content is accessible through the Peloton Bike, Peloton Tread, Peloton Bike+, and Peloton App, which allows access to a full slate of fitness classes across disciplines, on any iOS or Android device, Apple TV, Fire TV, Roku TVs, and Chromecast and Android TV. Founded in 2012 and headquartered in New York City, Peloton has a growing number of retail showrooms across the US, UK, Canada, Germany and Australia." (Source: Peloton)

Related URLs:

1. Peloton

2. Peloton Investor Relations

3. Echelon

4. Home Fitness Industry Market Size Information

5. NBC News Article on Home Gyms

Q.1. (a) List and explain in detail 3 strengths/competitive advantages and 3 weaknesses for Peloton. Use research to support your answer.

(b) Are any of Peloton's competitive advantages sustainable? If so, under what set of conditions and over what period (e.g., 1-3 years, 3-5 years, over 5 years). Justify your answer.

Hint: Strengths and weaknesses are internal to the organization and are relative to others in the marketplace.

Q.2. (a) Analyze the impact of the following macro-environment forces on the interactive home fitness products market over the next 12-24 months. Use research to support your answer

a) social/cultural

b) competition

c) economic

d) technology

e) political/legal

(b) Will the impact be positive, negative, or neutral on Peloton and why?

Answer Format (part a): Use headings to separate your answer for each of the above-listed factors. Each heading should be followed by an explanation.

For part (b), use a table/matrix which lists the factor, identifies the impact, and offers a brief rationale for the rating.

Q.3. (a) Identify and explain 5 key evaluation criteria a consumer is likely to use when deciding to purchase interactive home fitness products? Use research to support your answer.

(b) How does Peloton rank on each of these criteria, and why? (Excellent, Good, Fair, Poor)?

(c) Identify and briefly explain three evaluation criteria that sports equipment retailers are most likely to use when deciding to resell interactive home fitness products

Answer Format: Use headings to separate your answer for each part of the question. For part (a), list each criterion using a heading followed by an explanation of why that criterion is likely to be important to the consumer.

For part (b), develop a table/matrix which lists the criteria, your rating, and a brief explanation of the rationale behind the rating.

Q.4. Which of the following strategy/strategies would you recommend that Peloton undertake over the next 12-24 months and how should the strategy be carried out? Explain your answer. List any assumptions and risks which you considered in developing your recommendation.

Porter's Generic Strategies (see below)

Answer Format: Use a heading to identify the strategy/strategies followed by an explanation of the rationale behind selecting that strategy. Next, explain strategy implementation followed by a discussion of assumptions/risks.