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Rallysport International

Rallysport International is a builder and promoter of racquetball courts in the United States and is hoping to capitalize on that experience in a move to Japan. The company had originally intended to move to the international market from a position of considerable strength as the premier provider of racquetball services in the United States, but moved up its international expansion when the competition within the United States became heated. This analysis considers the move to Japan and whether the company should modify its current Japanese marketing strategy.

Rallysport has decided to target working men in their mid-20s and 30s, with a secondary market of working women. The emphasis in the promotion will be on celebrity tie-ins and on promoting the idea that racquetball is fun. The company will also focus on the health benefits and the idea that the benefits of racquetball can be realized without a significant investment on the participants' parts. The company is considering using popular Japanese baseball players as some of its celebrities to build a following, and will emphasize the fact that racquetball has become very popular in the United States.

The company has recognized that many Japanese companies provide recreational and fitness outlets for their employees, and has decided that locating in industrial areas may not prove profitable as there will be direct competition with these alternatives. However, the company has selected four diverse locations in which to test market the racquetball courts and will base future development decisions on the performance of these initial locations.

The strengths that Rallysport brings to the venture is strong experience in the American market and a history of being successful at promoting racquetball in the United States. The company has demonstrated that it understands the technical issues involved with making clubs successful in the American market, and it has also demonstra...

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Rallysport International. (1969, December 31). In LotsofEssays.com. Retrieved 03:18, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1688870.html