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What might the potential local target customer base be in Santiago, Chile, for the...
Topics: Business, Marketing, Marketing Strategy
What might the potential local target customer base be in Santiago, Chile, for the Ethan Allen furniture brand?
An employee reports to the CEO of Ethan Allen, a home furnishing resource combining the spirit of innovation with a focus on quality and service. The employee has been given the responsibility of identifying the potential "developing countries" into which Ethan Allen can expand.
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Based on inferences drawn from the Gap, Inc. article you link to, which tells the expansion Gap has made into Santiago, Chile, an identifiable potential local market might be young, recent college graduates and young established professionals who identify strongly with and have possibly had contact with (either through college opportunities or through business travel) American culture.
This market would be upper working class at minimum (meaning or higher) and would value quality and beauty while still appreciating a good bargain for their money. This is the same sort of person who would find Gap products appealing. It is reasonable to infer that while Gap might furnish their apparel, Ethan Allen might furnish their homes.
Posted by kplhardison on June 5, 2013 at 12:31 AM (Answer #1)
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