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Niche markets have emerged that provide additional opportunities for small companies and the need for larger companies to respond to the increasing diversity in demand.
There are some small companies, and divisions of large companies, that become global because they are niche marketers that must sell worldwide in order to have an adequate market, or as a way of keeping ahead of imitative competitors.
identify niche markets
;SAN is a niche marketing company and has had a typical export history.
Many of these companies are small and still family owned, but are niche marketers in the global market- place and constantly reinvest in high-end innovation, and are not overly concerned with quality (The Economist, 2006, p. 72).،* Market B: A neglected niche market ineffectually served by market leaders.
All this represents sustainable competitive advantage, the power of successful niche marketing when it comes to business buyers making considered purchases.
As a result this strategy tends to work best in niche markets where the need to scale is curtailed by the size and structure of the market itself.
The second metric is to successfully establish a viable niche market such that all customers within the niche acknowledge the need for the new solution, leading to repeatable sales throughout the segment, creating the kind of steady stream of business needed to create and sustain a value chain specializing in fulfilling the solution requirements end to end.
In one, adoption continues to remain localized to niche markets, creating a pattern we call "bowling alley forever."
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