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But I do have some concerns. The Turkish lira has fallen in value against the U.S.
dollar 25 percent this past year and may continue to decline in the near future. Maybe I
should think about making the candy in America instead of Turkey. Also a few years ago
some U.S. politicians called for a boycott of Turkish products because of our foreign
policy towards the Iraq War.
What advice would you give Mr. Subasi?
ANSWER
Mr. Subasi needs to consider market segmentation (Chapter 5). His current U.S.
customers are tourists in Turkey—not the average American. His current tourist
customers may buy his product as a souvenir of their trip—even if they don’t like
it that much.