Target Market Selection And Positioning Strategy Essay

Category: Technique,
Topics: Market, Selection,
Published: 25.11.2019 | Words: 362 | Views: 408
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Forever Fitness will enter into Brisbane’s already thriving fitness industry, a market which has been steadily growing as the population’s affinity for keeping fit and healthy raises.

However , while a vast majority are gyms and clubs with a large audience, there is not much of a supply of institutions focusing on the needs of the elderly, as i have said previously with Green Apple Wellness Hub in Bald Hills getting the only authorized elderly exercise centre in Brisbane. Through segmentation of Brisbane’s fitness market into geographic, demographic, psychographic and behavioural groupings, BMC has identified this as a relatively untouched sector of the marketplace, which leaves a good chance for success to get Forever Exercise.

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As the company is located in Graceville, Forever Fitness’ target market will probably be geographically segmented so as to mainly service residents living Brisbane’s south side, in suburbs such as Chelmer and Mt Ommaney, and also those residing in nearby and surrounding suburbs to the north of the lake, such as Toowong and Kenmore. Demographically, the prospective market has become identified as residents in the age group of sixty-five and over, and is not sexuality, nationality or religiously particular. While this can be the current market focus pertaining to Forever Health, an growth of the existing rehabilitation providers to help for all age ranges will be regarded as depending on the results of the current approach, extending the target industry significantly.

In terms of psychographic segmentation, Forever Fitness will target residents who may have a wish to stay fit and live a healthy lifestyle, and will cater for various social classes. Along with this, the business enterprise will provide for residents who wish to socialise and meet new people, and feel a part of a group or perhaps team environment, particularly people who live alone. The final component influencing the segmentation of Forever Fitness’ market is Behavioural.

As stated previously, the business will be targeted towards people who own a desire to workout and healthful, however this will also include individuals who have some particular needs, just like recovering from injury or condition as well as offering treatment.