A smaller, new competitor was vying for some of Slickie's market share. FactoryFemme had selected their niche: Female blue-collar workers who wanted to look good and feel good in their work clothes. They produced a variety of feminine cuts, designs, and colors, while still producing sturdy work clothes that would keep women comfortable and protected. FactoryFemme adopted a concentrated targeting strategy because
A) allowed them to serve two or more well-defined market segments simultaneously.
B) allowed them to compete effectively with their much larger competitors.
C) it follows a mass-market philosophy by viewing the market without any individual segments.
D) they were petty.
Answer (1)
The question is about FactoryFemme adopting a concentrated targeting strategy. Let's define what a concentrated targeting strategy is and analyze the options provided.
A concentrated targeting strategy involves focusing marketing efforts on a single, well-defined segment of the market. This is different from a mass marketing strategy, which attempts to reach the whole market, or a differentiated targeting strategy, which targets multiple segments.
In this scenario, FactoryFemme has chosen to target female blue-collar workers who have specific needs for their work clothes. They want clothes that are both functional and stylish, focusing on feminine cuts, designs, and colors.
Now, let's examine the provided options:
A) Allowed them to serve two or more well-defined market segments simultaneously.
This is not the objective of a concentrated targeting strategy. A concentrated strategy focuses on a single segment.
B) Allowed them to compete effectively with their much larger competitors.
Correct. By focusing on a niche market, FactoryFemme can offer specialized products that larger competitors may overlook. It allows them to use their resources effectively in a specific area, giving them an advantage in serving their chosen market well.
C) It follows a mass-market philosophy by viewing the market without any individual segments.
This is the opposite of what a concentrated targeting strategy is. Mass-market targeting views the market as a single one without segmenting it.
D) They were petty.
This does not provide a serious or valid reason for adopting a marketing strategy.
Hence, the correct choice is B) Allowed them to compete effectively with their much larger competitors. This is because a concentrated targeting strategy enables FactoryFemme to focus all efforts on a specific niche market, improving their ability to meet the unique needs of that market compared to larger, more generalized competitors.
