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ACTIVITY 4.2.4 LE SPORTIF HEALTH AND SPORTS CLUB Le Sportif is a health and sports club located in Paris. The club has performed well over the last two years but now faces competition from two clubs, Wellness and Glides, which have just opened. Wellness, which targets high-income professional clients, has been particularly successful and has attracted a number of customers from Le Sportif. 366 Marketing planning The management of Le Sportif conducted some extensive market research to find out more information about their customers. They used a series of focus groups to find out about customers' views on Le Sportif and a questionnaire to provide them with more precise data about the way customers used the club. Le Sportif has responded positively to its market research by adopting the following strategies: - introducing a family membership scheme I introducing a range of family-based classes to encourage health and fitness 0 opening a coffee shop. The management of Le Sportif believe that this new customer-oriented approach, which targets a niche market of health and fitness for the whole family, will give the club a USP and will enable it to stand out from the competition. 28 marks, 56 minutes 1. Define the following terms: a. target market b. niche market. [4] 2. Explain how the management of Le Sportif could use product positioning. [6] 3. Analyse the benefits of market segmentation to a business such as Le Sportif. [8] 4. Evaluate the advantages and disadvantages of Le Sportif's method of differentiating itself from competitors. [10]