Jane Hernandez owns and operates a women’s clothing shop. Her product mix
consists of casual wear, semiformal and formal wear, shoes, accessories, jeans, jewelry, and
medical uniforms. Business has always been good, but in the past year, Jane has noticed a drastic
drop in sales, particularly in jeans and uniforms.
Jane has asked for your help. After some investigation, you find that a store specializing in medical
uniforms opened at the mall a year ago. In addition, nine out of 10 stores in the area offer women’s
jeans. Which product-mix strategy does your group suggest?