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Transcript of copy-of-the-beatles-white-album
"MIS Group Assignment"
Dinh Vo Than
Bosu balance trainer is a sport device invented by David Weck in 1999
After two years, the company licensed its sales and marketing to another company called Fitness Quest in 2001.
With help from Fitness Quest, Bosu cooperated with professional trainers so that athletes and other people will be interested in the products that the trainers recommend.
The company has proven its success in defeating competitor's fake products.
They introduced a new product, the Indo-Row, an indoor rowing machine and tended to use the same strategy to succeed
WHAT ROLE DID INFORMATION SYSTEMS PLAY IN YOUR ANSWER TO QUESTION 1?
WHICH TYPES OF COMPETITIVE ADVANTAGE HAS BOSU USED TO DEFEAT COPYCAT PRODUCT?
Captures and stores data about trainers and its customers. All Bosu customers connected to their trainers via internet and email at any time they want.
Customer can communicate with their trainer with low cost via internet rather than on pinted documents and reduce barrier of geographical distance.
Bosu can understand well all the customer needs and requirements about health through the in house data stored.
Bosu Balance Trainers
WHAT ADDITIONAL INFORMATION SYSTEM COULD FITNESS QUEST DEVELOP TO CREATE BARRIER TO ENTRY TO COMPETITION AND LOCK CUSTOMER?
Every customer will be coded with an ID and attached a specific trainer.All the data of the customer (weight,height,daily calories consumption,...) will be stored.
The trainer based on that data will give out the advices for customer.
When Bosu collects the customer data,the company can analyze the customer trend or behavior--> clue or idea for the next products.
IN 2004, FITNESSQUEST HAD ALLIANCE WITH TRAINERS AND THEIR COMPETITOR HAD ALLIANACES WITH MAJOR RETAILERS. THUS BOTH COMPANIES WERE COMPETING ON THE BASIS OF THEIR ALLIANCES. WHY DO U THINK FITNESSQUEST WON THE THIS COMPETITION? TO WHAT EXTEND DID THEIR SUCCESS LEVERAGING RELATIONSHIP WITH TRAINERS DEPEND ON INFORMATION SYSTEMS? ON OTHER FACTORS
Fitness Quest won the competition through its strong relationship with trainer and all the trainer have everything they need to provide a quality experience to their clients. It is personal consulting rather than just sale the devices and program without monitor the result
By this the trainer will encourage their client to purchase Bosu product.
While My Guitar Gently Weeps
• Written by George; Paul on Fender Jazz Bass; Eric Clapton on lead solo guitar.
• O'Grady: "a plaintively lyrical lament based harmonically on a chromatically descending line similar to those employed so frequently by both McCartney and Lennon."
Bosu has choose enhance product and service by improved number of techniques and leveraging its alliances with professional trainers. Beside Mr David Weck has licensed sales and marketing of Bosu to FitnessQuest in 2001. this will give full protection of copycat product of Bosu devices.
Bosu Balance Trainer Case Study
Create New Product
Enhance Products and Services
Differentiate Products and Services
Lock in customers and trainers
Raise barrier to market entry
THE CASE DOES NOT STATE ALL OF THE USES THAT FITNESSQUEST MAKES TRAINER DATABASE. LIST FIVE APPLICATIONS OF THAT DATABASE WOULD INCREASE FITNESSQUEST’S COMPETITIVE POSITION.
The differences Bosu Product and Indowrow Product are
Bosu Product focused on balance and Indorow focused on total work out.
Indorow price more expensive but money back guarantee and quality product. Offer discound for new product launching
No competition on same product features as new in market. Competition only on classic rower sport
Threat on copycat product in future
Market share shift from Bosu Product and Indorow Product segmentation by marketing and trainers role play.
DESCRIPE MAJOR DIFFERENCES BETWEEN THE BOSU PRODUCT AND THE INDOROW PRODUCT. CONSIDER PRODUCT USE, PRODUCT PRICE, CUSTOMER RESISTANCE, COMPETITION, COMPETITIVE THREATS AND OTHER FACTORS RELATED TO MARKET ACCEPTANCE
Send the Indorow information to trainers and clients by database provided through email, mail, sms and advertisement.
Get professional to try and comments on Indorow for testimonial product
Introduce new techniques and programs for new product release
Conduct indorow seminar and training for trainers in order to sale new philosophy and product use to clients
DESCRIBE INFORMATION SYSTEM THAT FITNESSQUEST COULD USE TO STRENGTHEN ITS STRATEGY FOR BRINGING INDOROW TO MARKET. CONSIDER THE FACTOR YOU IDENTIFIED IN YOUR ANSWER TO QUESTION 6 IN YOUR RESPONSE.