What the Strategy for the Youth Market Would Term Paper

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strategy for the Youth Market would be?

Marketing to Generation Next

What would the best strategy for a 'youth market' be when advertising and marketing a new product? Rather than taking the conventional approach of a SWOT analysis, or analyzing the market's potential strategic strengths, weaknesses, opportunities, and threats, perhaps the best business approach when embarking upon selling a new youth clothing line would be to utilize Michael Porter's Five Forces analysis. Porter's analysis examines not the economy as a whole or focuses on a specific product. Rather, he posits that in any industry there are five forces that influence what happens within the industry. These forces are 1. Existing companies, 2. Potential new companies, 3. Substitutes for products offered, 4. The suppliers, and 5. The customers.

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(Kyle, 2002)

Thus, what companies currently target the youth market in teen-oriented clothing? Of the existing, flourishing companies in recent years, one of the most successful has proven to be that of Hot Topic. Such a company has a very 'retro style' appeal, focusing on vintage style logos on t-shirts to sold at malls across the country. Potential new companies have attempted to adopt this strategy, eschewing more standard, basic lines such as the Gap. Companies with a clear idea and message, such as Abercrombie and Fitch seem to have been notably successful in the youth market, despite the fact that suppliers have been reporting an overall downward slide in clothing sales amongst….....

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