= 14-22 Hicourt Industries is a commercial printing outfit in a medium-sized town in central Florida. Its only competitors are the Printing House and Gandy Printers. Last month, Hicourt Industries had approximately 30% of the market for the printing business in the area. The Printing House had 50%

of the market, and Gandy Printers had 20% of the market. The association of printers, a locally run association, had recently determined how these three printers and smaller printing operations not involved in the commercial market were able to retain their customer base. Hicourt was the most successful in keeping its customers. Eighty percent of its customers for any one month remained customers for the next month. The Printing House, on the other hand, had only a 70% retention rate. Gandy Printers was in the worst condition. Only 60% of the customers for any one month remained with the firm. In one month, the market share had significantly changed.

This was very exciting to George Hicourt, president of Hicourt Industries. This month, Hicourt Industries was able to obtain a 38% market share. The Printing House, on the other hand, lost market share. This month, it only had 42% of the market share. Gandy Printers remained the same; it kept its 20% of the market. Just looking at market share, George concluded that he was able to take 8% per month away from the Printing House. George estimated that in a few short months, he could basically run the Printing House out of business. His hope was to capture 80% of the total market, representing his original 30% along with the 50% share that the Printing House started off with. Will George be able to reach his goal? What do you think the long-term market shares will be for these three commercial printing operations? Will Hicourt Industries be able to run the Printing House completely out of business?