Abstract
Learning outcomes This case study will allow students to learn about effective segmentation and how to choose an appropriate segment, analyse the attractiveness of the target market by using five-forces analysis and explore business growth alternatives by using Ansoff’s growth matrix. Case overview/synopsis The Left-Out Store was an online shop that sold products exclusively for left-handers. Maitri Wadher, the proprietor of the store, being a left-handed person and driven by her childhood experiences, started the store to help left-handed people find products for their use. She started the online-only store in September 2018, and in October 2022, she found that, despite the COVID-19 pandemic having abated, her store had not grown as expected. How, then, should she push for growth? Was the niche segment substantial enough? Was her target market attractive? Should she penetrate the market or go for market development? What should she do? Complexity academic level PG level (MBA/PGDM). Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.
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