An interior decorator has moved his business from Los Angeles to St. Paul, Minnesota, because his spouse's company transferred her to St. Paul. The decorator is distressed because the customers in his target market have, in his words, "banal and bourgeois taste." What is the decorator's problem?

a. The decorator does not understand that customer needs are neither right nor wrong, good nor bad.

b. The decorator has no core competencies that will transfer to his new geographic market.

c. The decorator is highly affiliated with the new target market and understands how he can create value for it.

d. The decorator should choose a strategy of cost leadership in this environment.

The correct answer is option a.

Explanation:

An interior decorator has moved his business from Los Angeles to St. Paul, Minnesota because his spouse's company transferred her to St. Paul.

The decorator is distressed because the customers in his target market have, in his words, "banal and bourgeois taste."

The customers in St. Paul have a different taste from the customers that he catered to in Los Angeles. The consumer tastes and preferences may differ from place to place according to the climatic conditions, social status, cultures, etc.

The problem with the decorator is that he does not understands that customer needs are not right or wrong, good or bad. It is not right or wrong if the customers in Minnesota have a different preference from customers in Los Angeles.