Situation Analysis: Customer AnalysisCurves International is a world-renowned women's only fitness center, a pioneer in “express workouts”. Curves’ target customer base is made up of all types of women; from the busy executive to the ultra busy soccer mom, and more importantly, Curves is for women who want to be healthy overall. Curves makes exercise fun and beneficial for women, whatever their fitness goals. Curves customers perceive it as more than a “gym,” but as a support group and social outing for some. It’s a place where for an hour, a woman can feel good about herself and the goal she’s working toward. Clients love “no frills,” “no hassle” workouts. It's a place where women can feel comfortable. Curves provides a safe haven where women can feel comfortable, let their guard down and get a good sweat on. Women are also attracted to Curves because Curves has strong brand equity. Their quality of service, revolutionary design to "express workout" are number one in the women's fitness industry. Nowadays, there are more women in the workforce, as well as more working mothers, leading to a fast-paced lifestyle trying to juggle career, family and home, representing a very similar lifestyle for the women of National City. The market for women's fitness services and products has never been bigger and continues to grow. Women represent 50.8% of the American population. National City has a population of 56,472, 50% of whom are women. From the ...