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 women can feel comfortable to let their guard down and have a good sweat.
Women are also drawn to Curves because Curves has strong brand equity. Their quality of service, revolutionary design to the “express workout” is number one in the women’s fitness industry. In today’s day and age, there are more women in the workforce, along with more working mothers, all which lead to a fast paced life style trying to juggle career, family, and home, which represent a very similar lifestyle for women in National City.
The market for women’s fitness services and products has never been greater and continues to grow. Women represent 50.8% of the US population. National City has a population of 56,472, with 50% of the population being female. Of the ...
Gary and Diane Heavin opened their first Curves in the United States in 1992. The two designed a thirty minute workout for women, and created a comfortable; women only, place to exercise. Franchising of Curves started in 1995, and within ten years it became the world’s largest fitness franchise and the tenth largest of all franchise companies in the world. There are over 10,000 locations in 44 countries and most of the success was through word of mouth (“Curves Weight Loss Plan”).
The most effective way is a campaign promoting healthy body images for all athletes. This campaign would focus on exercising, healthy eating, healthy body weight, the up and downsides of dieting, and would even focus on having positive people in your life. For example, having a positive, person-oriented coaching style rather than a negative, performance-oriented coaching style can make quite a difference. Also, social influence and support from teammates with healthy attitudes towards size and shape. Having coaches who emphasize factors that contribute to personal success such as motivation and enthusiasm rather than body weight or shape is essential to prevent gymnasts from facing the unrealistic body images. And lastly, it is important for coaches and parents to educate, talk about and support the changing female body as it matures. The International Olympic Committee (IOC) has brought together experts on this topic to exchange knowledge to protect the health of female athletes as best as possible. They created the four “Hungry for Gold” videos which are an educational tool aimed at athletes, parents, coaches and support staff, as well as administrators, informing them about the female athlete triad as well as the related health implications. Through the experiences of Anezka, Aiko, Tochi, Jesse and Akeyo featured in the “Hungry for Gold” videos, viewers can learn about
Although this ad targets insecure women from their teens all the way up to their 30’s, it also affects women and men of all ages. The company Wacoal claims its mantra is to make women look and feel their best however, all of them are slender, toned and flawless. These advertisers tell us what beauty is. When women buy into this image, they starve and purge themselves to ac...
Women in each category have specific needs that need to be met. For example, an energy bar would appeal to a woman who is a busy executive on the go and has limited time to stop for a meal. Whereas a woman who is concerned about maintaining her shape would be the focus of weight loss bars. PowerBar and Its Competitors Market View. PowerBar looked at the market from an energy perspective, creating a bar that focused primarily on men.
To the average person, when they think of a personal trainer they think of tough, muscular, and very strict people. That is not always the case with personal trainers. Many people get this stereotypes about personal fitness trainers from watching movies or television shows that show a morbidly obese man or woman in their late forties trying to get their life together and leave their past life of junk food, constant eating, and a sloppy unorganized life. Entertainment like this has given personal trainers a bad image and most people don’t see that personal trainer can be very helpful and want what's best for anyone's health. The public should not be not be afraid to speak or seek help from personal trainer because of the the stereotypes and
In Real Women Have Curves Ana’s romantic interest, Jimmy, in privileged in a way that is unavailable to Ana. Jimmy has a higher socioeconomic status than Ana and her family. While Ana has to walk and take several buses to get to the school each day and type her essays on an old computer, Jimmy has his own car and laptop. Ana is separated from Jimmy by her working class background, gender and latino heritage. Where Jimmy describes having been “handed everything” Ana is forced to work hard for the same resources, although they both attend the same elite school Ana is a student on scholarship and Jimmy’s parents appear to pay for his tuition. When Jimmy describes his plans for the future he converts the idea of having to earn his way, he explains
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
While a flat stomach comes naturally for a sizeable proportion of the population, it has been a feature that many have strived to achieve; so much so that some will be willing to do just about anything for it. It’s no wonder that, it’s suddenly become fashionable to own a waist cincher while using it in the past has been associated with oppression of the female gender. Waist cinchers have been used by women since the 1500s but have gained tremendous popularity over the past few years as more women use them to tone their stomach muscles.
Being a curvaceous young woman is hard enough. Especially when you’re trying to find love, you’re seeking approval and anticipating a better future for yourself. The film Real Women Have Curves stresses how important higher education is to a Mexican-American teenager and the wrath she endures from her mother because of her weight and aspiration. Mark Twain stated that, “Keep away from those who try to belittle your ambitions. Small people always do that, but the really great make you believe that you too can become great” (http://thinkexist.com/quotation/keepaway_from_those_who_try_to_belittleyour/215215.html). I believe I can personally relate to Real Women Have Curves, the reason being is because I’m a daughter, I’m overweight, and I’m seeking a post-secondary education. This is a synopsis of Real Women Have Curves; I’ll reveal why the film is so inspiring to me, I’ll give feedback from movie reviews, and I’ll use documents from my course’s textbook, to fully develop my ideas.
The movie, "Pumping Iron II" is an example of women doing bodybuilding which is considered a non-traditional sport. Images of muscular women are viewed by some people as threatening and imitating. The benefit of this non-traditional sport is that it forces us to question our thoughts about women and what they are. We must ask, what is a woman? Bodybuildi...
Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...
The American dream for women is to have a toned, fit body that all other women will envy and men will long to look at forever. Many different workout routines and products flood the market trying to persuade athletic women. For a workout product to appeal to an athletic woman, the ad must show the female reader the unique qualities that stand out from other products. With bold copy, an aggressive illustration, and dominant design, this Nike ad, "MAKE YOURSELF FIT" persuades to the female reader that they can be determined to get fit and also get noticed by others when wearing Nike.
You can tone your body and keep fit easily by using simple but effective exercises that do not cost much money or time.
In a perfect world, each person would be fit and beach body ready all the time, but sadly in the United States that is not the case. The government and other organizations have stressed the importance of being healthy and the serious dangers that come with being overweight, yet the obesity rate continues to climb. The price of junk food and electronic devices, such as cell phones, is steadily declining while the price of healthy food and fitness machines are constantly on the rise. For example, a salad at McDonalds is more expensive than several burgers that are sold there. With these continuous changes, it has become challenging to maintain a healthy life style. Thankfully, gym memberships can help get people back on track and put an
This bodyshaper can also easily be used by apple and pear shapes shaped women who want to tighten evenly up from chest to knee.