All Golf was the first retail store devoted exclusively to selling Golf equipment and clothing in a medium-sized northern city. Sales were low for the first year, and then the store experienced ten years of rapid growth in sales and profitability. During this period, the popularity of Golf mushroomed. Then, the store's sales leveled off and its profit declined. The manager was concerned. He knew that two new Golf stores had opened in the past two years. One was basic Golf, which seemed to appeal primarily on a low price basis. The other was love Golf, which emphasized on high fashion clothing and well- known, prestigious brands. Yet the manager did not feel that two more competitors should have hurt the business that much. The number of Golf players had grown substantially and the manager felt that All Golf appealed to "mostly everyone who played the game."

You have just been appointed marketing manager of All Golf and have been asked to carry out a study on its market situation.

What target market options could you recommend to All Golf? How would you evaluate those options? Show your answers.