New Balance Athletic Shoes target Baby Boomers' needs for well-fitting shoes. The company is unique in that it offers a very broad range of shoe widths. A realistic potential risk New Balance runs in this focused differentiation strategy includes the possibility that:

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The risk of a competitor using flexible manufacturing systems to make shoes with an individualized fit can threaten New Balance's focused differentiation strategy since the company's unique selling point is offering a broad range of shoe widths that cater to Baby Boomers' well-fitting shoe needs. If a competitor can offer a better-customized fit, it may affect New Balance's market share. The other options are less probable since the Baby Boomer demographic is still relatively active, athletic shoes have been a fashion staple for many years, and expanding the market is not necessarily a negative outcome.

New Balance Athletic Shoes Target Baby Boomers' Needs for Well-Fitting