Naismith's is a group of 4 pubs based in downtown Chicago. Along with its competitors, Purple
Daze and Lynx, Naismith's generates business mostly by catering to young working adults and
middle -aged family men.
It has recently found that university-going students in the suburban
Chicago area constitute a promising portion of the market and wishes to grow its market share
by targeting this market segment. Which of the following strategies will best help Naismith's to
grow its market share?
A) establishing more pubs closer to student dormitories
B) lowering the prices of drinks at its pubs
C) introducing newer varieties of drinks in its downtown pubs
D) increasing the duration of the happy hours at its existing pubs
A
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