Concentrated (niche) marketing is a market coverage strategy in which a company deliberately targets a large share of one or only a few specific market segments or niches. Rather than pursuing a small share of a large market, the company focuses on dominating a narrowly defined niche, thereby achieving high efficiency and a strong market position.
This approach is particularly suitable for small companies or those with limited resources, as it allows for maximum concentration of efforts and expertise. By focusing, the company can gain a deep understanding of the unique needs of the niche segment and develop highly specialized products and services that meet those needs better than those of large competitors.
