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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
18 / 4924 |
Essay's paper body
An alternative to being a follower in a large market is to be a leader in a small market, or niche. Smaller firms normally avoid competing with larger firms by targeting small markets of little or no interest to the larger firms. In this case, the market was apparel that wicks away perspiration. Obviously, this market was not important enough for Nike, Reebok, Adidas, and Converse to pursue because the shoe business was where they competed in so Under Armour stepped in and first specialized in sportswear that wicked away your perspiration to keep you comfortable...
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Smaller firms normally avoid competing with larger firms by targeting small markets of little or no interest to the larger firms. In this case, the market was apparel that wicks away perspiration. Obviously, this market was not important enough for Nike, Reebok, Adidas, and Converse to pursue because the shoe business was where they competed in so Under Armour stepped in and first specialized in sportswear that wicked away your perspiration to keep you comfortable...
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General points of the essay
survival of small firms
“The role of business is to serve the larger society, which is best accomplished by being responsive to the larger society.”
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