Market niche strategy
Market niche strategy is defined as a narrow group of customers who are looking for specific products or benefits. They have clearly defined needs and are ready to pay a higher price for a specific product (service) or its quality to satisfy them.
Niche market strategy consists in choosing the narrow scope of the market, where the buyers needs and preferences differ from the rest of the market. This allows to find such market subsegment, where the company can gain an advantage over competitors. Therefore, the company is focused either on the geographic market or on a specific group of buyers (usually not too large) and at the same time at the narrowly specified product range. This allows to identify the specific characteristics of products most sought after and desired by potential customers.
Strategy objectives
The aim of this strategy is to achieve the objectives pursued by the company by offering customers cheaper products or products with a high diversity of features. It is a strategy oriented towards customer needs, companies applying it must be prepared to meet a range of needs and expectations reported by customers.
Niche market strategy can be realized in two forms:
- as a low cost leadership strategy - where the customers are mainly interested in price, the company focuses on gaining an advantage in terms of cost of manufacturing products in the particular market sub-segment,
- as the strategy of diversification of products - used when the customer pay a particular attention to the performance and features of product.
Effects of application
This strategy is relatively safe. Company has the ability to gain competitive advantage, thanks to good market knowledge that results from a high specialization in terms of product range and ability to meet specific customer requirements.
Thanks to this it is possible to grow business and achieve a higher level of sales, however, there are limitations linked to the small overall market share. Also precise knowledge of the customers is correlated with specialization in the production, distribution and promotion, which allows for cost savings and higher profitability.
There is also some risk - competitors may take advantage of the experience gained in similar niches and overcome barriers to entry due to the high attractiveness of the niche. The risks stem also from the reduction of the differences in the products and services offered. Distinguishing features of the product can become widely offered, which implies the need for a rapid response and intervention with new attractive niche features.
Examples of Market niche strategy
- Specialty food stores: Specialty food stores cater to a specific market niche by offering a variety of high-quality and often hard-to-find foods. Examples of specialty food stores include cheese shops, spice stores, and health food stores.
- Online niche stores: Online niche stores are websites that specialize in a particular product or service. Examples include online stores that specialize in rare books, vintage clothing, or antique furniture.
- Niche travel companies: Niche travel companies specialize in creating unique experiences for a particular group of travelers. Examples of niche travel companies include those that cater to adventure travelers, luxury travelers, and eco-tourists.
- Niche lifestyle magazines: Niche lifestyle magazines focus on a particular topic, such as fashion, health, or home decorating. Examples include magazines that focus on green living, cooking, and parenting.
- Niche blogs: Niche blogs are websites that focus on a specific topic or area of interest. Examples include blogs about travel, home decorating, fashion, and health.
Advantages of Market niche strategy
A market niche strategy can be a great way to build a sustainable and successful business. It offers several advantages, such as:
- Increased focus - With a market niche strategy, businesses can focus their efforts on a specific group of customers. This allows for more efficient use of resources and a better understanding of customer needs and wants.
- Higher profits - By targeting a specific group of customers, businesses can charge a premium for their products or services. This can lead to increased profits.
- Competitive edge - Niche markets tend to be less competitive, making it easier to stand out and differentiate yourself from the competition.
- Brand loyalty - By focusing on a specific customer segment, businesses can build a loyal customer base. This will lead to repeat business and customer referrals, resulting in long-term growth.
Limitations of Market niche strategy
A market niche strategy can be an effective way to reach a targeted group of customers, however, there are certain limitations that must be considered. These limitations include:
- Limited Reach - A market niche strategy typically focuses on a small, targeted group of customers, which limits the potential reach of the product or service.
- Difficulty Scaling Up - When a market niche strategy is successful, it can be difficult to scale up the product or service to meet larger demand.
- Higher Cost of Production - A market niche strategy typically requires higher quality products or services, which can lead to higher production costs.
- Difficulty Changing Strategies - If the market niche strategy fails to meet customer expectations, it can be difficult to pivot to a different strategy without losing customers.
- Increased Competition - A successful market niche strategy can attract competitors who attempt to take away market share.
- Product differentiation: Focusing on specific product features to satisfy a narrow market segment.
- Target marketing: Identifying and targeting a specific segment of the market and customizing products and services to meet their needs.
- Geographic differentiation: Concentrating on a specific area or region to reduce competition and maximize profits.
- Pricing differentiation: Charging different prices for similar products and services depending on the customer's location or needs.
- Innovation: Identifying new markets and developing innovative products and services to meet those needs.
Market niche strategy involves finding a specific group of customers with a unique set of needs and developing a product or service to meet those needs. It requires careful research and targeting of a specific market segment to maximize profits and reduce competition. Other approaches that can be used in combination with market niche strategy include product differentiation, target marketing, geographic differentiation, pricing differentiation, and innovation. Through a combination of these strategies, businesses can create a successful niche strategy that meets customer needs and maximizes profits.
| Market niche strategy — recommended articles |
| Focus strategy — Imitator strategy — Concentrated marketing — Flanker brand — Competitive strategy — Concentration strategy — Types of market segmentation — Penetration strategy — Competitive product |
References
- Toften, K., & Hammervoll, T. (2013). Niche marketing research: status and challenges. Marketing Intelligence & Planning, 31(3), 272-285.
