According to Kim and Mauborgne, to create a competitive market, in addition to
looking at alternative industries, can also be done by looking across
strategic groups within the industry. Strategic groups in the industry is a group of companies in an industry that pursue the same strategy. The group warned in a hierarchy based on price and performance of the rough. Any price spikes growing niche to also improve several dimensions of performance. most companies continue to improve the competitive position within the group strategy and trying to outdo each other.
To create a market without competition must traverse a strategic group to understand the factors that determine consumer decision because of performance and because of the price. One company that is able to take advantage of opportunities that are Curve, women's fitness company that was founded in Texas By Gary Heavin the franchise since 1995. Curve see the fitness industry that target men and women who offer a wide selection of sports and exercise are generally full of luxury in urban locations. Trendy building, aerobic machines and weight training are complete, drinking bar, swimming pool, spa, instructors, locker room complete with showers and saunas, because the goal is to spend social time and exercise.
With tuition $ 100 per month, which is not cheap so its market is only 12%. Why women choose a luxurious place training programs and complete this? The answer is that if the consumer is at home there are some reasons not to exercise and difficult exercise with discipline, except those who are enthusiastic and committed. Collectively exercise more motivated and enthusiastic than exercise alone. While other groups are strategic exercise program at home with the help of books, magazines and training videos. Why are women choosing home exercise program? The answer is because the cost-effective home exercise program with the privacy and time awake.
Curve look at both advantages both strategic groups and then exploit the advantages both these groups.Curve created a workout that can motivate and create enthusiasm for women, in an atmosphere that can talk to each other at reasonable cost and of privacy maintained. So what do Curve is to eliminate and reduce all aspects of the health club is not so attract women in general, are of special machines, food, spa, swimming pool, and even a dressing room which was then replaced with a switch that only veiled by a curtain.The machines are arranged circular which allows consumers to communicate with each other. QuickFit machine with unnecessary set-set again, safe, easy to use and not intimidating. Just a little mirror on the wall and there is no man who looked so privacy is maintained. In just 30 minutes the whole exercise can be resolved. The fee is quite cheap, only $ 30 per month. The motto of the Curve "is the price of a cup of coffee per day, you can achieve wellness through the grace of a good sport".Curve finally grown rapidly and has 2 million customers and over 6000 and is in a location with revenues exceeding $ 1 million. Rat-average every four hours there is a curve that opened somewhere in the world.
To create a market without competition must traverse a strategic group to understand the factors that determine consumer decision because of performance and because of the price. One company that is able to take advantage of opportunities that are Curve, women's fitness company that was founded in Texas By Gary Heavin the franchise since 1995. Curve see the fitness industry that target men and women who offer a wide selection of sports and exercise are generally full of luxury in urban locations. Trendy building, aerobic machines and weight training are complete, drinking bar, swimming pool, spa, instructors, locker room complete with showers and saunas, because the goal is to spend social time and exercise.
With tuition $ 100 per month, which is not cheap so its market is only 12%. Why women choose a luxurious place training programs and complete this? The answer is that if the consumer is at home there are some reasons not to exercise and difficult exercise with discipline, except those who are enthusiastic and committed. Collectively exercise more motivated and enthusiastic than exercise alone. While other groups are strategic exercise program at home with the help of books, magazines and training videos. Why are women choosing home exercise program? The answer is because the cost-effective home exercise program with the privacy and time awake.
Curve look at both advantages both strategic groups and then exploit the advantages both these groups.Curve created a workout that can motivate and create enthusiasm for women, in an atmosphere that can talk to each other at reasonable cost and of privacy maintained. So what do Curve is to eliminate and reduce all aspects of the health club is not so attract women in general, are of special machines, food, spa, swimming pool, and even a dressing room which was then replaced with a switch that only veiled by a curtain.The machines are arranged circular which allows consumers to communicate with each other. QuickFit machine with unnecessary set-set again, safe, easy to use and not intimidating. Just a little mirror on the wall and there is no man who looked so privacy is maintained. In just 30 minutes the whole exercise can be resolved. The fee is quite cheap, only $ 30 per month. The motto of the Curve "is the price of a cup of coffee per day, you can achieve wellness through the grace of a good sport".Curve finally grown rapidly and has 2 million customers and over 6000 and is in a location with revenues exceeding $ 1 million. Rat-average every four hours there is a curve that opened somewhere in the world.
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