Concentrated marketing strategy is a method adopted by small companies with limited financial resources to develop and market a particular product targeting a particular market segment. This enables such companies to invest their limited resources in a particular area and attain a strong market position without adopting mass distribution or advertising. It is also referred to as niche marketing. This concentrated strategy enables the development of a distinct niche market for a particular product or brand.
It is also adopted by companies providing highly specialized goods and services. Toyota is a classic example of concentrated marketing. It has obtained a large market share in a small segment of hybrid vehicles by being one among the first to enter that segment. Toyota introduced a wide variety of hybrid vehicles thereby becoming the World leader in that segment.
The advantage of greater customer satisfaction in a single market is offset by a disadvantage of the risk associated with putting all your eggs in a single basket. The organization adopting a concentrated strategy should deal with the risks associated like product failure, changing preferences of the target segment and introduction of an improved model by competitors.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.
What is MBA Skool?About Us
MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals.
Quizzes & Skills
Quizzes test your expertise in business and Skill tests evaluate your management traits
All Business Sections
Write for Us