Businesses that sell to a wide range of the population
Niche market
Businesses that sell to a specific, narrower group of customers
Niche market products
Beard baubles
Businesses in niche markets
Can be more vulnerable than businesses in mass markets as they sell to a narrower and smaller range of customers
Businesses in niche markets
Usually face less competition than businesses in mass markets
Businesses in niche markets
Can usually charge higher prices than those in mass markets
Market size
The total value of sales in a market over a certain time period (usually a year)
Market share
The proportion of the total market that a business holds, calculated by dividing their sales in a certain time period by the total sales in the total market
Mass markets have a larger market size than niche markets
There are usually many more businesses in a mass market than in a niche market
Each business within a mass market is likely to have a smaller market share than each business within a niche market
Branding
Creates a clear and obvious logo, name or statement that customers can instantly recognise, helping them differentiate a business's product from competitors
Branding is important in all markets, as it can encourage consumers to buy products and therefore affect the market share that a business has
Businesses in mass markets might focus more on branding than businesses in niche markets
In niche markets, consumers are more concerned with whether the product meets their particular requirements