With its new marketing strategy, Weight Watchers is trying to get the group back on track. However, the prospects for success remain murky: Recently, the share price has plummeted by more than 30 percent. One could pose the question whether this company would be able to maintain its business in the future.
"Weight Watchers is a typical example of an old world company that has entered the new, digital world too late," says Martin Fassnacht, Professor for Marketing and Commerce at the Business School WHU in Düsseldorf. Ordering documents to count the points of food is no longer up-to-date in times of smartphones that often have free sports and fitness apps. According to Prof. Fassnacht, Weight Watchers is "not a cool and young brand".
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