Question

HentonCast, a small privately-held maker of high-end fly-fishing rods, is known for expensive, hand-made custom rods used by enthusiasts and celebrities. They are about to introduce a line of readymade rods with a somewhat lower, yet still premium price that will be accessible to a wider range of sports enthusiasts.

You are the Vice President of Marketing at HentonCast. Your job is to determine an appropriate target market for these new fishing rods and establish appropriate marketing channels to reach those customers, while still providing service to your original customers.

Answer 1

Step-by-step explanation:

HentonCast currently sells only custom-made fishing rods. These rods are among the best in the world. The rods must be custom-fitted and tuned, and each sale includes an in-person training session to help the proud owner get the most out of their HentonCast rod. As a consequence, HentonCast rods are sold only at the factory story in Helena, Montana, plus at the five company retail stores in New York, Los Angeles, Tokyo, Aspen, and Jackson Hole.

An example of this type of customer is Gail, star of "Fishing with Gail," a popular cable show. She has visited the HentonCast factory store and worked with staff to design her ideal fishing rod.