Basis For Curves National City Segmentation 1 example essay topic

Situation Analysis: Client Analysis Curves International is a world-renowned women's only fitness center, a pioneer in the "express workouts". Curves target client base consists of all types of women; from the busy executive to the ultra busy soccer mom, and most importantly, Curves caters to women who overall want to be healthy. Curves makes exercise fun and beneficial for women regardless of fitness goals. Curves clients perceive it more than a "gym", but as a support group and a social outing for some. It's a place that for an hour a woman can feel good about herself and the goal she's working towards.

Customers like the "no frill", "no hassle" workouts. It's a place where women could feel comfortable. Curves offers a haven where women can feel comfortable to let their guard down and have a good sweat. Women are also drawn to Curves because Curves has strong brand equity. Their quality of service, revolutionary design to the "express workout" is number one in the women's fitness industry. In today's day and age, there are more women in the workforce, along with more working mothers, all which lead to a fast paced life style trying to juggle career, family, and home, which represent a very similar lifestyle for women in National City.

The market for women's fitness services and products has never been greater and continues to grow. Women represent 50.8% of the US population. National City has a population of 56,472, with 50% of the population being female. Of the 28,158 female population in 60% are between the ages of 18 to 65 years old (SANDAG July 2004), Curves target market. Basis for Curves National City segmentation 1. Geographic 2.

Gender 3. Lifestyle Curves is ideally located in a high traffic area of National City. And according the to the 2000 US Census Bureau, there were 15,018 total households. 78%, 11,802 were family households. The average household size in 2000 was 3.39. Married-couple family represents 50.4%.

While female householder, no husband represents 21.1%. With Curves unique "women" only product offering, they hope to capture a large percentage of the female demographic in the National City market. Due to franchise rules and boundary restrictions, Curves in National City can only market in her zip code. The lifestyle of Curves' target market is similar to the Multi-Culti Mosaic Segment of Claritas's Prizm Segmentation System. The Multi-Culti Mosaic segment which is an immigrant gateway community. National City's high Hispanic and Asian community confirms the Multi-Culti Mos iac segment.

Hispanics make up 60% of National City's population. (SANDAG July 2004). The Hispanic lifestyle tend to spend a lot of their income on items that make them look and feel good, such as make-up and fitness. Ms. Hogue describes her majority clientele as young, beautiful Hispanic women. Curves has to appeal to this market more by making fitness and health apart of their weekly routine. The key attributes of Curves National City market: .

Median household income of $37,424. The median income still makes Curves, at a $149 initiation fee and $29 per month reasonable... Curves is centrally located just West of Interstate 805. National City is only 9.2 square miles, which make it close and convenient for her clientele to visit... Expected High Quality.