Posted: April 24th, 2025

mgt9

Post your SWOT analysis to the discussion board.  Provide a brief 2 sentence overview of how you determined each of the strengths, weaknesses, opportunities and threats for your SWOT. 

Reply to your peers as well to give them feedback on their SWOT analysis that may help them further in their strategic project.

Initial post is due Thursday 11:55PM and 2 Peer replies due Sunday 11:55PM 

2

Marketing 3: Milestone 1 Proposal

Sandesh Khadka

Amberton University

MKT5260.E1

Dr. Kyle Allison

09/28/2024

Marketing 3: Milestone 1 Proposal

Company and Product/Service

The company I have selected for this project is Peloton, a fitness technology company that offers connected exercise equipment, such as bikes and treadmills, along with a digital membership that provides access to live and on-demand fitness classes. For this project, I will focus on Peloton’s flagship product, the Peloton Bike, which has been the cornerstone of its brand identity.

Company Synopsis and Targeted Customer

Founded in 2012, Peloton has revolutionized the fitness industry by blending cutting-edge technology with fitness training to create an immersive experience. Peloton’s primary target audience includes fitness enthusiasts, working professionals, and individuals seeking a convenient and interactive at-home workout solution (Woodward et al., 2023). Its customers are typically aged 25-55, tech-savvy, and value convenience and premium quality. These individuals are often high-income earners who prioritize health and fitness and are willing to invest in long-term wellness solutions.

Real-World Marketing and Business Challenge

A current challenge Peloton is facing is customer retention. With the post-pandemic decline in demand for home fitness solutions, Peloton has experienced a drop in sales and engagement for its connected fitness products and subscription services. The challenge is compounded by the increased competition from traditional gyms, digital fitness platforms, and lower-cost fitness equipment alternatives (Valcarce-Torrente et al., 2021). Peloton needs to develop a strategy that not only attracts new customers but also retains its existing subscribers by emphasizing the long-term value and versatility of its fitness ecosystem (Eskiler & Safak, 2022).

Reason for Focusing on this Business Problem

I chose this issue because customer retention is crucial for Peloton’s business sustainability and profitability. Addressing this problem will involve crafting a marketing strategy that enhances customer loyalty, reduces churn rates, and leverages Peloton’s brand strengths to build a more resilient and adaptive business model. By focusing on this challenge, I aim to develop a comprehensive strategy that aligns with Peloton’s mission of creating an engaged, supportive fitness community.

References

Eskiler, E., & Safak, F. (2022). Effect of customer experience quality on loyalty in fitness services.
Physical Culture and Sport Studies and Research,
94(1), 21–34.

https://doi.org/10.2478/pcssr-2022-0003

Peloton: The ultimate fitness experience. (2024).

https://www.onepeloton.com/

Valcarce-Torrente, M., Javaloyes, V., Gallardo, L., García-Fernández, J., & Planas-Anzano, A. (2021). Influence of fitness apps on sports habits, satisfaction, and intentions to stay in fitness center users: an experimental study.
International Journal of Environmental Research and Public Health,
18(19), 10393.

https://doi.org/10.3390/ijerph181910393

Woodward, G., Peterson, K., Erude, A., Saeed, M., Ondracek, J., Carter, D., Carter, D., Head, K., Nicholson, G., & Bertsch, A. (2023). PELOTON INTERACTIVE, INC. (PTON): STRATEGIZING CORPORATERESOURCES AND CAPABILITIES.
International Journal of Economics Business and Applications,
8(2), 15–44.

https://doi.org/10.31258/ijeba.87