This report examines the internationalization and the international company model of Zumba Fitness task. The very first section supplies the interpretation of Zumba’s internationalization explaining what internationalization design was chosen. The second part highlights the success of Zumba’s company design. Information and analytics are stemmed from primary and secondary research. The report completes off with a brief conclusion on the success of Zumba’s task.
There are 3 significant models of internationalization:
Uppsala internationalization model
Deal cost analysis model
At first Uppsala internationalization model fitted best the internationalization of Zumba.
Zumba’s Uppsala internationalization model was based upon:
experiential knowing and incremental decision-making procedure
This verification can be shown by:
The initial plan of Zumba fitness was based on producing VHS exercise tapes and DVDs of Zumba classes to sell in the US. The sales of videos showing the techniques of Zumba dancing increased and Zumba physical fitness ended up being popular among people who were ready to be Zumba trainers.
Understanding this company chance Zumba fitness chose to provide Zumba physical fitness classes who have an interest in dancing and sport and to create in the future its network of instructors, the so called ZINs. The choice was made incrementally with no impact from competitive market elements but based on Zumba’s own experiential knowing.
Psychic distance between home country and global markets (at first, prior to 2001 and at the very start of 2001) At First Zumba was declined and DVDs were offered unsuccessfully in the US market since of particular Columbian, Latin American design of music.
That’s why Zumba Fitness must have paid attention to extra market commitment. It was necessary to end up being popular acquiring the marketplace share in the countries of Latin America and after to believe of entry strategies to international markets (e.g. the United States).
Nevertheless, there are some features of network model that fit the Zumba fitness internationalization. Creating networks of instructors ZINs determines the relationship between Zumba Fitness and instructors groups where Zumba Fitness is dependent on recourses and procedures of those groups. Zumba’s advertising through the Internet (YouTube and Facebook) is the example of going global with attractive perspectives. Thus, made a shift from Uppsala internationalization to global network.
The success of Zumba’s business model can be explained by:
The attractive concept of Zumba fitness
Instead of annoying trainings in the fitness-club people can enjoy dancing burning many calories at the same time, it can be very attractive for women around the world, thus, making Zumba Fitness being present in numerous countries of the world.
Zumba Fitness is really customer-oriented providing additional Zumba classes as Zumbatomic for kids, Zumba gold student, Aqua Zumba for swimming admires, Zumba toning and others. Thus, Zumba Fitness tends to attract new target audience, even those who prefer swimming. Zumba fitness created special brightcolors clothing range for Zumba dancing using the right marketing plan. Members of Zumba fitness visited Zumba events to see what people were wearing to customize their clothes in order to lanch its own clothing line that keeps the analyzed clothing function but more stylish corresponding to Zumba style and consumers’ tastes at the same time.
Zumba Fitness benefited from Internet advertising and social media using YouTube videos and being present in Facebook pages. Thus they attracted even celebrities, thus permitting to Zumba Fitness to go global.
The right marketing plan of promoting Zumba Fitness creating Zumba events around the world encouraged people to buy special clothes for dancing contributing to the increase of Zumba’s profitability.
Creating of Instructors networks around the world contributed to the increase of Zumba’s revenue and its popularity.
The internationalization is a long and demanding process. The incremental commitment and the implementation of a customer-oriented marketing strategy based on social interaction with target audience establishing strong emotional links with people led Zumba to an evolutionary development in foreign markets.