TGH are the public limited company which makes sports shoes (trainers). It makes a variety of designs for the mass market. The mass market is for young people who want fashionable sports shoes as well as those who play sport. The Directors recently decided to target a niche market which is for a particular market segment of customers who have a medical problem with their feet and need specially designed shoes.
1. What is meant by a ‘niche market’?
2. Identify TWO (2) examples of the different markets for TGH products.
3. Identify and explain TWO reasons why TGH sell to a niche market.
4. Explain the FOUR (4) most common market segmentation classifications that can be used by TGH to do market segmentation.
5. Explain the advantages to TGH of segmenting the market for sports shoes.
6. Do you think the Directors of TGH were right to target a niche market or should they have stayed with just a mass market? Justify your answer.
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