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Hansol Healthland Study Hansol Healthland is a new company t

Hansol Healthland is a new company that proposes to build a total of nine health clubs in the Southern California area. The clubs will provide aerobics, swimming, gymnasiums, saunas, golf practice areas and health food restaurants. Initially, five clubs will be opened.

Hansol intends to target the large Southern California Korean community, a market that it feels has not been adequately targeted by the fitness industry. The owner, Tae Hyun Kim, has successfully operated liquor stores in the Southern California area, but has no experience in fitness clubs, other than as a member.

At this point, Kim has successfully gathered financial backers for his project and is willing to invest the proceeds from his liquor stores in the operation. He is targeting the 18-64 market, with an emphasis on the upscale Korean individual who does not feel comfortable attending the other fitness clubs in the area. Hansol Healthland clubs will be upscale in image and will strive to maintain that image and exclusivity through premier pricing strategies and through the amenities offered at the various facilities that are not commonly found at other fitness organizations.

The company is still in the formative stages, and needs to find managers and employees who understand the market niche that Kim has targeted. There is some question as to whether managers can be found who have experience both in the fitness market and in the Korean community, and whether the instructors and counselors who are eventually hired will similarly qualified.

The major internal problem facing Hansol is its lack of experience in the fitness market. Hansol is competing with well-established participants who are well-financed and who have strong experience in providing fitness programs to the Southern California community. To enter a mature market with little experience is a risky proposition.

The late entrance and lack of experience is illustrated by the current la...

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Hansol Healthland Study Hansol Healthland is a new company t. (1969, December 31). In LotsofEssays.com. Retrieved 04:04, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1702133.html