Niche Markets

• global niche markets: small segments of the global market that are characterised by unique and specific needs and preferences
• groups of customers in global niche markets are sometimes referred to as subcultures
• features of a global niche market

  • excellent customer service
  • innovation
  • prioritising profit over market share
  • expertise in product area
  • emphasis on quality
  • clear understanding of the wants and needs of customers
• cultural diversity


  recognises the ideas, customs and social behaviour of particular people or society in different global markets