Overtime Fitness recently opened in a large northern city. Overtime gears its workout facility to athletes who are serious about cross-fit training with applicable equipment and trainers. Overtime's owners build much of the training equipment, leased and renovated the facility in a lower-rent part of town, and seeks to keeps membership fees lower than comparable facilities. What type of strategy has Overtime Fitness chosen to employ?

Question

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Overtime Fitness has chosen a Cost Focus strategy by targeting a specific market segment (serious cross-fit athletes) and keeping costs (and thus prices) lower than competitors for that niche market.

Overtime Fitness Recently Opened in a Large Northern City