The Anatomy of Marketing Positioning Strategy Essay Example

on these three subcomponents.

Select Customer Targets

First of all, select the customer targets, according to one of the employees, Rachelle’s description, “we are a fitness club for everybody” and they focus on four main segments: Mom & Kids, the aged, People seeking effective weight loss program and body builders. (Genesis, 1997) Theses customer targets are reasonable based on the Berwick town’s status. The reasons they are chosen and variables are listed below:

The aged This is one of the two greatest populations in Berwick. Variables of the target segmentation: senior, low-stamina, children not around, high-quality lifestyle, health-conscious.

Mom & Kids This is one of the most common groups in segmentation in this 21st century. (Coffey, Siegel & Livingston, 2006) Variables of the target segmentation: mom and children; mom: retrieve the body before the kids, searching for tips to be better moms, require communications with other moms, free time without kids around (Coffey et al., 2006); kids: need to be taken care of, looking for friends to play with when mom is not around.

People seeking effective weight loss program This is a common segment in every gym. Variables of the target segmentation: mainly zofticzoftick, focus on the appearance; may have some sense of shame, in hence, psychological guidance may be required during the exercises.

Body Builders

High-population segmentation, especially when there are mainly medium to high income family around Berwick. Variables of the target segmentation: mainly male, focus on the appearance, regular customers, require heavy equipments and classes.

Select Competitor Target

Secondly, select the competitor target. In this issue, the competitor targets can be all

of the gymnasiums near Berwick town (approximately within 8 km) According to the Berwick Gym Directory, there are four other gymnasiums around the town. Their details (features, especially those could compete with Genesis) are listed below (including Genesis, Berwick): Genesis, Berwick

A large national chain fitness club in Berwick. Qualified personal trainers, large site of exercises, child care, ladies only area, cycle studio, fully equipped change room facilities, detox sauna, classes for different for every customers (listed in figure 2), et al. Limited business hour. Price: $60~$90 / month. (Genesis, 1997)

Beach House Fitness Centre

A small personal health and fitness club 5 km away from Berwick town. Specialized in weight loss, muscle tone, increasing fitness, sports specific training et al. (targets are mainly slimmers, body builders and young). Price: $30~$60 / month. Limited business hour. Not enough information of facilities and classes on their website (BEACH HOUSE health & fitness, 2005).

Fernwood Women’s Health Club

A large national chain women’s Health Club 3.4 km away from Berwick town. Only open for female, as well as facilities and classes. Limited business hour. Price: $60~$90 / month. (Fernwood Women’s Health Club, 1989)

Fenix Fitness Clubs

A medium national chain fitness club 5.7 km away from Berwick town. Targets: People in general. Limited business hour. Price: $40~$70 / month. (Fenix Fitness Clubs, 1991)

Snap Fitness

A worldwide fitness club in the Berwick town (small site in Berwick). “The world’s fastest-growing fitness franchise, 24/7 gyms with state-of-the-art equipment, minimal staffing and no fuss. Targets: people in general. Price: $40~$80 / month. (Snap Fitness, 2003)

Define Competitive Advantage