FitStyle, a company that makes stylish and affordable athletic shoes, has determined that it needs to focus on one customer segment rather than trying to serve multiple customer segments. How could they still optimize their business?

 
 
 
 
 
 

Once a company has identified its biggest segment, it can think about how to sub-segment and systematically differentiate products within that segment. Meeting customers’ needs by creating new pattern and color combinations might be a great way to differentiate the shoes.