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Fenix: Diversified Niche Marketing in the Lifestyle Business                                                                                                                                                                                           
Product Ref: 03/169C Company: Fenix Group Holdings Limited

Product Type: Case Industry: Consumer Goods
Retail & Wholesale

Related Product(s): Teaching Note
Authors: Bennett Yim   Monica Wong
Fenix Group's business spans from mass market garments to high-end Italian apparel. The diversity of their business stems from management's multi-niche marketing strategy. Readers of this case will be taken through the journey of two entrepreneurs who started out with a tiny garment trading company and, in the span of 30 years, expanded into a multinational network of manufacturing and retailing with US$230 million annual turnover. How did Fenix identify and tap into niches in different markets? What does it take to be successful in niche markets? The case analyses Fenix's strategy and discusses the critical success factors of its multi-niche marketing strategy.
Functional Area : Marketing
Strategy & General Management

Issues: Niche Marketing, Business Diversification
Length: 8 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information:,, Kotler, P., Marketing Management., Pindyck R. S., & Rubinfeld D.L., Microeconomics.
This is a part of The Trade & Industry Department SME Case Series
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