Figuring out a viable marketing strategy these days is very, very hard. Do you go for volume, at the low end price point, which has very little profit in it? Do you go for the top end with much higher margins but very small volume? Can you find a mix that will give you enough volume and profit at the same time? And if you miss you are doomed to go under.
then add in the worse problem that you are competing with cheaper gun making sources like Turkey, which is turning out a decent, lower price point gun and getting a decent reputation for it being reliable. Once they have taken that market away from you then they will move up into the mid priced guns and try to do the same. Is this not exactly what the Spanish gun makers did themselves 40 years ago? It is now their turn to see it from what must have been the British and Belgian perspective as they watched their buyers shift buying patterns to the cheaper guns from Spain. What goes around comes around.
