The company Samsonite is a luggage manufacturer and retailer which offers mainly...
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The company Samsonite is a luggage manufacturer and retailer which offers mainly suitcases. Through concentrated marketing, the firms gain a strong knowledge of the segment’s needs and so can achieve a strong market presence. Furthermore, Samsonite is able to enjoy operating economies through specialising their production, distribution and promotion. They were able to capture segment leadership and therefore earn a high return on investment. Which target market selection approach is employed in the given case based on the information provided?
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