The Young Studio Expression Arts (TYS) was a tutoring business based in Dubai, United Arab Emirates. Founded in 2020 by a former school teacher, TYS had a number of service offerings and worked with a variety of markets. It never turned down a potential sale. However, after two years of business, its owner found herself struggling to expand in the market with limited resources. A business consultation identified a key issue: that the business did not have a market strategy or target market. After considering background information on the possible tutoring markets in Dubai and the possible ways to segment the market, as well as the first two years of market insights gained by TYS, its owner would have to decide: Who was her target market?
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