BPIR Categories
2.1.1 Analyse & understand competition2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers
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...
2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers
2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers