Abstract
CJ Health Technology Co. has been an export-oriented supplier of fitness equipment, boasting leading technology innovation and manufacturing capabilities. However, in the process of expanding into the domestic market, the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles. To address these issues, a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand. The analysis reveals that the market demand for commercial fitness equipment is relatively saturated, with fierce competition. In contrast, the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand. Leveraging excellent product quality, stringent quality control measures, and innovation-driven cutting-edge technology, it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old. Additionally, vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.
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