Irwin Magnetics, a medium-sized office equipment firm in Ann Arbor, Michigan, was faced with a slumping domestic market due to increased competition. In trying to find new markets, a key requirement was locating areas where competitors were not already entrenched. After performing a competitor analysis, managers at Irwin identified both a large demand for personal…

BPIR Categories

2.1.1 Analyse & understand competition
2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers

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