In recent years, more and more people have realized that the benefits of regular exercises. The fitness has become a trend in the Taiwanese market. The government has also actively promoted the plans of doubling the population on sports. Sports clubs owners open their stores one after one; therefore, the fitness equipment industry has become a newly established fitness segment.
This study used an in-depth interview as its research method to understand the brand marketing strategies and the company’s operating philosophy. Johnson Health Tech. is a sports- and health-oriented company. Its equipments have met the individual and safety needs in an integrated multifaceted business management. The results have found that the company has set up marketing subsidiaries in major markets and also obtained brand management skills and expanded its market share through overseas’ mergers and acquisitions. Also the company has maintained its research and development, design, quality management, and marketing acumen and differentiation to attract more customers.
