Yankee Candle Essay
Case 7
1. What kind of strategy would small businesses like these candlemakers choose when competing with a mass-market competitor like Yankee candle?
I think they should use the Focus Strategy.
Why that approach?
Just focus on the group of people you are targeting not on all consumers. Yankee Candles will promote and target both men and female with all their scents. So if you only carry scents for men then I would target women, men, children, etc. who are buying an unique gift for man in their life.
2. How could Yankee Candle’s getting into the business actually help the smaller competitors?
They can help the smaller competitors by promoting or advertising men scent in candles which in turn would give the consumer
1. What kind of strategy would small businesses like these candlemakers choose when competing with a mass-market competitor like Yankee candle?
I think they should use the Focus Strategy.
Why that approach?
Just focus on the group of people you are targeting not on all consumers. Yankee Candles will promote and target both men and female with all their scents. So if you only carry scents for men then I would target women, men, children, etc. who are buying an unique gift for man in their life.
2. How could Yankee Candle’s getting into the business actually help the smaller competitors?
They can help the smaller competitors by promoting or advertising men scent in candles which in turn would give the consumer