Growth Strategies for the Niche Competitor
Chapters 3 and 4 analysed the different types of strategies that enable a firm to compete for the mainstream market and develop as a major force in the industry. In this chapter, attention is turned to niche marketing, where the focus remains narrow and specialised in one or perhaps two segments of the market. The company’s task is to develop a position in a specialised segment as a strong force in that narrow market, and involves entering segments that are too small or specialised to attract large competitors.
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