Firm pursues either a cost leadership or differentiation
strategy but in a narrow customer group of segment
Concentrates on serving specific market niche
• Geographical area
• Type of customer -- specific group of customers
• Specific & specialized product line
Objective
• Serve the niche customers better than competitors
Keys to Success
• Choose a market niche where buyers have distinctive
preferences, special requirements, or unique needs
• Develop unique capabilities to serve needs of target
buyer segment