I. Introduction & Executive Summary:

The phenomenon of globalization, reduction of trade barriers has resulted in not only the exchange of business practices and products but also, cultural values and customs. Many diverse cultures share and influence the cultural views of different societies. The Western influence on developing countries is the most remarkable. A country such as, India has a vast population of young adults who idealize the Western lifestyle, the way of living, dressing, and social norms. A strong value held by many Asian cultures is the importance of one’s health, natural healing, meditation, and spirituality. These core health values within the Indian society alongside the emergence of Western influence on aesthetics, appealing body physique (slim and toned for females, muscular and built for males) serves as a perfect business opportunity for L.A. Fitness to expand into the Indian market. Opening L.A. Fitness in India to promote good health and well-being the “western” way seems fitting to the common “East meets West” motto. L.A. Fitness established in 1984 and has acquired Bally Total Fitness which currently has operations outside of North America in China and Korea. L.A. Fitness has based its strong expansion from its commitment to understanding and meeting the distinct needs of each community they serve. It offers a wide range of amenities beyond the core gym machines/free weights such as swimming pools, tennis courts, hot tubs, saunas, group classes, personal training and most importantly highly trained staff. This allows for a fun, pleasurable and effective workout for all ages and fitness level

Our target market will be the young aged, middle class. The Indian middle class is projected to grow over the next two decades from 5% of the population to more than 40% and represent the fifth largest consumer market in the