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Competition and Market Segmentation We found originally that residents were easy targets willing to pay for improvements Commuters were more skeptical to pay because it may be more convenient for them to attend a private gym outside of Fordham Therefore we found the market to be segmented between residents and commuters and after a further survey of commuters the commuter market is segmented between those who use the Fordham gym and those who dont Of the 20 commuters that we surveyed we found that 25 belonged to another gym Also 75 of the commuters surveyed said that they had used the Fordham gym The majority of the commuters 65 who did use the gym only used it once a week 10 used the Fordham gym twice a week or more and 25 used the gym once a month or less 60 of the people who did belong to another gym said that they would be willing to pay for improvements to the Fordham gym 66 of the people who did not belong to another gym said that they would be willing to pay for improvements to the Fordham gym Also 75 of the people who used the Fordham gym said that the facilities were either poor or adequate The other 25 said that the facilities were only average Finally every commuter said that they would find an adequate gym on campus more convenient than an outside gym With all of this in mind we need to target the commuter segment and position our gym as a convenient more than adequate facility that is a bonus to their Fordham experience due to the low cost Our marketing mix will emphasize location price and features mainly geraed toward the commuter segment since residents seem more than willing to pay for improvements Of the commuters who belonged to another gym we found that our main competitors are Lucille Roberts and other neighborhood gyms These gyms offer
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