P/M/324. Dissertation. Challenges of niche marketing

The aim of the dissertation is to investigate niche marketing strategies with the objective to analyse their weaknesses and threats. The primary research methods (interviews) are used in combination with secondary methods, i.e. review of literature related to niche marketing, market segmentation, British aerospace market, etc. Differences in attitudes towards the introduction of new niche marketing strategies are registered between the senior management and other key shareholders. The case study of a manufacturing company in the aerospace industry is presented. In conclusion the author sums up the problems that must be addressed by senior management for the successful implementation of a niche marketing strategy.