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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYCanTransitionHowDoYouGrowaexpandwithoutlosingitseliteaura?PremiumBrand?Sixcommentatorsofferexpertadvice.byReginaFazioMaruca•Reprint95205TransitionistheTiffanyofhealthclubs.Nowitsownerwantstoexpand.HBRCASESTUDYHowDoYouGrowaPremiumBrand?byReginaFazioM
2、arucaItwasagreatidea.Thefirstofitskind.AseriesItwasn’tjustclevermarketing.True,theinitialofultrapremiumhealthclubslocatedinmajorcampaign—atargeteddirect-maileffortfeaturingcitiesthroughouttheworld.Targetedatsenioranendorsementfromfour-timeWimbledonwin-executivestoobusytoeat.Frequentbu
3、sinessnerJuliaSonoma—hadgeneratedasolidre-travelers.Singles.Peoplewhojustplainlikedsponse.AndTransitionadvertisedregularlyintheextraattentionandpamperingandcouldpublicationssuchastheNewYorkTimes,Townaffordtopayforthebest.andCountry,andtheLondonTimes.ButwordofAnditreallyhadtakenoff.Sin
4、ceitsflagshipmouthalsohadservedthecompanywell.Transi-clubhadopenedatoneofNewYorkCity’smosttionwaselite—offeringtop-of-the-lineservicestoprestigiousaddresses15yearsago,Transition’ssalesaselectclientele—anditsreputationhadspreadhaddoubledeachyear.Thefirstlocation,aquicklythroughoutthera
5、nksofwealthyjet-25,000-square-footfacilitywith14full-timestaffsettersandbusinesstravelers.Earlyon,ithadde-members,plusnumeroussalesassociates,wasvelopedareputationastheTiffanyofhealthalmostmaxedoutat2,300members.Withinitsclubs.Anditsnamebecameknownworldwideasfirsttwoyearsofoperation,T
6、ransitionhadthebestofthebest.openedsimilarlypopularfacilitiesinotherDespitethesuccess,however,ownerandpres-majorcities:Chicago,Washington,LosAngeles,identGordonJohnstonwasfeelingunsettled.London,Paris,Milan,Singapore,HongKong,Transition’smarginswereshrinking.InthepastandTokyo.Withinfi
7、veyears,itwasalsooperat-12months,salesgrowthhadflattened,whileop-ingthroughthefive-starPrintempshotels,of-eratingexpenseshadcontinuedtorise.Gordonferingitsservicestoguests.hadtopayapremiumforcelebritychefsandCOPYRIGHT©1995HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.HB
8、R’sca
