SAMPLE CLUB
For the Sample Club, we’ve already established that Mosaic group I is the dominant group in the catchment. As you’ll see in your Mosaic map, these group I households are fairly evenly distributed across the catchment, particularly to the west. Now let’s compare Mosaic and competition maps. Take a look at where group I is clustered on the Mosaic map, then look at the corresponding area of your competition map. You can see that PureGym, JD Gyms and Harlow LeisureZone are located in the middle of this cluster of group I households. It’s reasonable to assume that these competitor gyms are serving this group with a product that suits them. Now look at the area to the east of the Sample Club, towards the M11. As shown in the Mosaic map below, there is a cluster of group G and H households (Domestic Success and Aspiring Homemakers, respectively) within the purple curved area. Compare this to the competition map and you’ll see there is a dry sports centre just to the north of this area, but it does not offer swimming facilities. We know that many of these group G and H households are likely to have young children, so this could be a great target area for your new club on the basis that it will offer a swimming pool.
M11
!.
Foster Street
Hastingwood
M11
Clusters of group G and H households to the east of the Sample Club.
LATENT DEMAND REPORT
22
Made with FlippingBook flipbook maker