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With reference to the car market, discuss the case for and against engaging in niche marketing as distinct from mass marketing.

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With reference to the car market, discuss the case for and against engaging in niche marketing as distinct from mass marketing. A niche market consists of targeting a product or service in small segment of a large market. A niche market allows firms to target just one type of customer group. This is beneficial to a business within this particular market because it can help clearly focus on what that certain group of customers want and expect from the niche business/industry. In the case of the motor industry, there's a huge distinction between the volume car producers and the specialist or luxury car producers in relations to the whole production area, especially the target customers. Considering the fact that the specialist or luxury car producers are from the niche market, the potential customers for that specific industry are generally are small. ...read more.


Another factor is that the niche market can also build up specialist skills and knowledge which will be appropriate for the market. This means industries can enhance from their original products by modifying to improve or to add different versions to the market. Since the car industry has to constantly invest in research and development, the luxury car producers has been successful in responding to these changes. Therefore, they're able to produce cars that are able to meet customer's requirements. With cars being modified, helps continue on with the success for that specific car make as well as the entire series. This will require additional costs in order to continue on with the market. But it will mean wider spectrums of customers who can afford these cars are more likely to purchase since they know that it's being modified thoroughly and regardless of costs it is worth their money for investment. ...read more.


This is due to the relative reasonable prices of �8,000 - �25,000 for a car, which many people can afford. From this it means more customers can purchase from the volume car producers which means they can produce good revenue which may lead to good profit. In conclusion, the most effective market for the motor industry is the mass market which is the volume car produces because there are many people who are interested in purchasing cars at affordable prices than for higher prices from the luxury car produces. This means the mass market are more likely to become successful as a whole because there will always be people who will be interested in purchasing affordable prices cars than for high end cars who generally cater fewer customers. Therefore, since there will be on-going purchases from the volume car producers they're likely going to become much more successful than the luxury car producers. ?? ?? ?? ?? Lee-Kim Sy ...read more.

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