Runner's Paradise Introduction Environmental Scan and Analysis The physical location of McLoone’s Running Storelies in a prominent position in the middle of a high-end shopping center called The Grove. Being located in this costly shopping center provides the bonus of avoiding any price shock when the customers walk into the store, because everything around is expensive also. Being a specialty store, the appearance of the store and the caliber of the staff go a long way in determining the store’s success. Indeed, staff positions are given to only a few hand-picked employees, whose enthusiasm for work creates a very friendly atmosphere for customers. McLoone’s Running Store also makes it a point of having no franchisees, being the oldest independent quality technical footwear store in the state. Target Market Analysis As a part of this concentrated strategy, McLoone’s Running Store focuses on the usage of benefit segmentation to determine its core demographic. The store is able to segment this way because the customer has such a wide variety of shoes to choose from to personalize his or her workout, whether it be running long distance, off-road, or doing sprints on the track. Psychographically, those with active lifestyles who either run for pleasure or for performance means will be part of this demographic. An age segmentation of 12-40 year olds, as well as people in the middle to high income brackets also make up the core demographic. This is a fairly wide demographic, which fits into the stores theme of friendly welcoming any customer, along with its philosophy, “fitting every runner, one shoe at a time.” The store’s hope is that once a member of the demographic purchases and enjoys the product, this customer will then keep coming back and be one of those 20% of the customers who account for 80% of the sales.