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 computers and an absence of their US multinational competitors in India. Within two years Irwin became one of that country's top supp...
BPIR Categories2.1.1 Analyse & understand competition
2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers