$.$ The possible audience segments have been defined for you in the case. Pull relevant data

from the case and complete the chart below, selecting the segments you feel offer the best opportunity for

success. Relevant data from the case should be included in the chart. Additionally, the investigation should

include an analysis of each segment and a discussion of what would need to be done to satisfy each of these

segments if they were chosen as a target market.

Segmentation Basis Target Segment Group

Name # $1($primary target$)$:

Target Segment Name # $2$

$($secondary target$)$:

Segment Name # $3$

$($secondary target$)$:

Geographic Profile

$($will you draw your clientele

from all of London or are

you more likely to have

success within a certain

geographic area surrounding

your gym location$)$

Demographic: Psychographic:

Usage:

Benefits Sought:

$5\mathrm{.}0$ Target Market selection. Identify the target market strategy along with target market$($s$)$ chosen and include

justification on the decision.

$6\mathrm{.}0$ Consumer Decision Criteria Review the Consumer Decision Making Model$/$Stages in the Buying Process from

the Consumer Behaviour module to refresh your memory. What major criteria$/$factors will your primary target

audience use to compare one gym to another based on this model? Hint: you will want to make sure you fulfill

these criteria in the creation of your gym$$s marketing mix in phase $3$ of this project as you know they are important

to your prospective customers.