Dynamo Inc, a motor company, started by selling sturdy, affordable, low-maintenance motorcycles in the U.S. Initially the firm pursued a single-segment focus, and targeted the middle-income group
When the company reached the point of full market penetration of the middle-income group, it marketed to a closely related attractive segment by introducing a line of luxury motorcycles for the high-income group of consumers. Which of the following type of market segmentation strategy does Dynamo Inc use when it targets the high-income group of consumers?
A) multi-segment strategy
B) adjacent-segment strategy
C) mass-customization strategy
D) niche-segment strategy
E) mass-market strategy
B
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