Outlander Inc.is a manufacturer of laptop computers.It plans on manufacturing computers that are targeted to users interested in video games.The computers are optimized for high-definition gaming and, hence, are expensive.By attempting to achieve a large share of a single market segment, which of the following types of marketing strategies has Outlander adopted?

Question

Quizplus · Accepted Answer

Outlander has adopted a concentrated marketing strategy by targeting a specific market segment, i.e. users interested in video games, with its high-definition gaming laptops. This strategy focuses on serving the needs of a narrowly-defined group of customers, which allows the company to tailor its marketing mix (product, price, promotion, and place) to meet their unique preferences and requirements.