Curves - Situation Analysis Essay

563 Words3 Pages
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…show more content…
Basis for Curves National City segmentation 1.     Geographic 2.     Gender 3.     Lifestyle Curves is ideally located in a high traffic area of National City. 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. 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 Segmantation System. The Multi-Culti Mosaic segment which is an immigrant gateway community. National City’s high Hispanic and Asian community confirms the Multi-Culti Mosiac 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

More about Curves - Situation Analysis Essay

Open Document