New Balance Athletic Shoes target baby boomers' needs for well-fitting shoes. The company is unique in that it offers a very broad range of shoe widths. A realistic potential risk New Balance runs in this focused differentiation strategy includes the possibility that: a. a competitor may be able to better use flexible manufacturing systems to make shoes with an individualized fit. b. baby boomers may find that they do not need well-fitting shoes, because they will become increasingly sedentary as they age. c. New Balance shoes may begin to appeal to a wider market, thus losing New Balance's focus advantage. d. athletic shoes may go out of style.
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