According to Kim and Mauborgne, to create a market without competition, in addition to looking at alternative industries can also look at strategic groups within industries. Strategic groups in the industry is a group of firms in an industry that pursue the same strategy. The groups are hierarchically ranked based on crude price and performance. Each tends to price hikes are also a number melonjakkan performance dimensions. Most companies improve competitive position within strategic group and trying to beat each other.
To create a market without competition to cross strategic groups by understanding the factors that determine what the consumer's decision because the performance and because of the price. One company that can take advantage of this opportunity is a Curve, a fitness company in the Texas woman who diwaralabakan since 1995. Curve saw fitness industry that target men and women who offer a wide variety of sports and exercise in full of the most luxurious urban locations.
Building trendy, aerobic machines and weight training is complete, the bar drinking, swimming pool, spa, trainers, locker rooms complete with showers and sauna, because the goal to spend social time and exercise. With tuition $ 100 per month, which is not cheap, so its market share is only 12%. Why do women choose training programs in place and complete this luxury? Answer these consumers is that if the house is just an excuse for not exercising and difficult to exercise discipline, except those who are enthusiastic and committed. Collectively exercise more motivated and excited than exercise alone. Meanwhile, another group is a strategic exercise program at home with the help of books, magazines and training videos. Why do women choose home exercise program? The answer is that the home exercise programs are cost effective and time awake privacy.
Curve examine the benefits of these two strategic groups to exploit the benefits of both groups. Curve created a workout that can motivate and create enthusiasm for women, in an atmosphere that can talk to each other at low cost and privacy maintained. Curve done so is to remove and reduce all aspects of the health club that is not so attractive women in general interest, the special machines, food, spa, swimming pool and even a dressing room which was replaced with only a change of ditabiri with curtains. The machines developed that allow circular can communicate with each other. Machine with QuickFit system that does not need set-set again, safe, easy to use and not intimidating. Just a little mirror on the wall and there is no man who looked so well maintained privacy. Only in 30 minutes, the whole exercise can be resolved. Contributions fairly cheap, only $ 30 per month. So is the motto of the Curve "With the price of a cup of coffee per day, you can achieve health through the grace of a good sports". Curve finally growing rapidly and has customers and 2 million people in over 6000 locations with revenues exceeding $ 1 million figure. On average every four hours there is a place that opened Curve somewhere in the world
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