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Case Study Intro

Your client is a premium manufacturer of washers and dryers. It sells its products through small specialty shops.

The client’s brand image is focused on delivering a premium product, and consumers perceive the brand to include the best washers and dryers on the market. There are two distinct segments of this market: the low-normal end segment and the premium segment. Your client has maintained market share in the premium segment.

In both segments, the percentage of washers and dryers sold through major department stores has increased from 20% to 60% in the past 20 years.

Small specialty shops (where our client currently sells) are owned by individual business owners. These stores stock all brands and types of washers and dryers.

Recently its market share in the overall industry has been decreasing. What should the client do?

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