Highs & Lows

The rise of the middle class in the middle of this century presented a huge opportunity to firms that developed products or services designed to fulfill common needs. Now that the trend appears to be reversing and markets fragmenting, it complicates matters--while offering a new opportunity for those who recognize it.

There's no question about which way Mike Helgeson sees it or which tier he's attacking. Gold'n Plump just came out with pre-marinated chicken breasts that come in an upscale package and carry a premium price.

"Our new products are targeted to consumers who are willing to pay for the added convenience and added value," says Helgeson. "And we're going to do more to target that segment of the market."

This article was originally published in the October 1997 print edition of Entrepreneur with the headline: Highs & Lows.