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What is Shifting from Fragmented to Volume Strategy about?

This document discusses how a shoe brand called SCARPE shifted from a fragmented to a volume and specialized industry structure in Pakistan. It started by entering the fragmented market in Sialkot with few competitors. To gain market share, it introduced affordable school shoes under the brand "SKODO" through partnerships with schools, achieving economies of scale. It then targeted specialized markets by launching customized shoes for flat feet and customer-designed shoes. This allowed SCARPE to shift acros

Author

Zarak Mir

Language

EN