Understanding Business
12th Edition
ISBN: 9781259929434
Author: William Nickels
Publisher: McGraw-Hill Education
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The challenge in identifying an attractive target market (Ice Cream) is to find a market that’s large enough for the proposed business but is yet small enough to avoid attracting larger competitors?
Assessing the attractiveness of a target market is tougher than assessing the attractiveness of an entire industry.
Often, considerable ingenuity must be employed to find information to assess the attractiveness of a specific target market.
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