quarta-feira, fevereiro 01, 2017

Um exemplo de polarização de mercados

Um exemplo daquilo a que se chama a polarização do mercado. Clientes underserved e overserved em desenvolvimento simultâneo num mesmo mercado:
"A growing segment of the U.S. population is making a significant sacrifice for physical fitness, and not just in sore muscles and pre-dawn wake-ups. More and more people are paying hundreds of dollars a month, or thousands a year, for personal workouts, special classes, and ever more luxurious gyms.
By contrast, the average American spends a minuscule amount on getting in shape. Almost one-fifth of Americans are health club members, and the average U.S. club dues are $54 a month, or 1.2 percent of median household income, according to the latest data from the International Health, Racquet & Sportsclub Association, or Ihrsa, the fitness industry trade group.
While midmarket clubs barely gained members, the number of budget club members grew 69 percent in 2015 alone, Ihrsa estimated last year. Much of this growth is driven by franchising, a trend that has brought outside money to the fitness industry."
Empresas com futuro escolhem o seu segmento e não tentam ser tudo para todos.

Trechos retirados de "Why You’re Paying So Much to Exercise"

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