Mark is the owner of Delectable Delights, a specialty store offering chocolates, candies, and fruit baskets.After a recent analysis of the competitive environment, Mark concluded that three distinct consumer segments exist for his products - A, B and C consumers.In an effort to maximise the effectiveness of its strategy, Mark has decided to limit his efforts to fulfilling the needs of A consumers.He is employing a _____ strategy.

Question

Quizplus · Accepted Answer

Mark is focusing on only one consumer segment (A consumers), which is the definition of a focus strategy. Multi-segmentation would involve targeting multiple consumer segments, selective would involve targeting certain aspects of all consumer segments, and concentration is a term used interchangeably with focus.

Mark Is the Owner of Delectable Delights, a Specialty Store