Serving one single market - Concentrated marketing focuses marketing efforts on one specific market. So you know what concentrated marketing is, but what characteristics does it entail? Below are three main features of a concentrated marketing strategy: As a result, companies can save a lot of time and effort while focusing on creating added value. One benefit of adopting concentrated marketing is that it requires fewer resources since competition is low. A niche company looks for an issue that other companies overlook and puts forward a viable solution.
In other words, concentrated marketing means identifying and serving a smaller, unique segment in the market. One thing to note is that a niche does not exist but is created by marketing efforts the marketer has to identify a problem (opportunity) in the market and offer a solution. Instead of pursuing the masses, companies go for the "niches"-small and specific markets with great revenue potential. Market Segmentation Targeting and PositioningĬoncentrated marketing is the marketing strategy focusing all marketing efforts on one specific customer segment.Ĭoncentrated marketing is also known as niche marketing.
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