I feel like one aspect that has totally been neglected in this case is the general development of the overall market and the respective consumer preferences (not just our current customer base's perceptions). Thus, the overall market segmentation of the market (mass vs mid), their respective sizes, estimated growth rates.
Am I too far off or is this really lacking in this case?
On another note: I don't understand that the case neglects the lifters so much. Ofc they only represent 10% of our current customer base, however they represent young customers that we need for long-term financial prosperity and success.
Appreciate any insights!