Which option you would recommend to Jenny? And why?
Highlight some of the pros and cons relative to the 31-year-old target market a compared to the 21-year-old market. Discuss how Jenny can research her target market.
Ten years ago Jenny started a business making her own line of clothing for 20-something women who frequently visited nightclubs. At the time, Jenny, who was 21, realized that there was a niche that needed to be filled, and she created her line of clothing to fill that need. Now Jenny is 31 and needs to decide if she wants to continue making eveningwear for 21 year olds, or if she should start making clothes for a new target market, 31 year olds.
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I would say that the most important issue here is what Jenny's competence and knowledge is. It seems most likely that she should keep selling to 21 year-olds (assuming there is a big difference between the two.) She has been designing this kind of clothing for 10 years and presumably understands the market and what is needed by the customers.
To argue that Jenny should design for the older women, you would have to argue that she is in some way more "tapped in" to their tastes. You would have to say that the fact that she herself is older makes her understand their tastes better than she understands the tastes of the younger women.
Not knowing anything but what you've told us, I would assume Jenny should continue to go with what she knows.
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