Fenix: Diversified Niche Marketing in the Lifestyle Business

Fenix: Diversified Niche Marketing in the Lifestyle Business

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Publication Date:
July 29, 2003

Industry:
Retail & Consumer Goods

Source:
University of Hong Kong

Fenix Group’s business spans from general merchandise retailing to Italian fashion. The diversity stems from the management’s multiniche marketing strategy. Looks at the journeys of two entrepreneurs who started out with a tiny garment trading company and, in the span of 30 years, expanded into a multinational network of manufacturing and retailing with $230 million annual turnover. How did Fenix identify and tap into niches in different markets? What does it take to be successful in niche markets? Also analyzes Fenix’s strategy and discusses the critical success factors of its multiniche marketing strategy.

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Fenix: Diversified Niche Marketing in the Lifestyle Business

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