1. 1.1 Meeting customer needs
Drawbacks of operating in a niche market
Benefits of market orientation
Benefit of market segmentation

2. 1 2 3 Drawbacks of operating in a niche market
Benefits of market orientation
Benefit of market segmentation 1
Lack of economies of scale
Risk of overdependence on a single product/ market
Likely to attract competition if successful 2
Increased chance of product success as products are designed with customers needs and wants in mind
May be able to charge a higher price 3
Reduces the opportunity cost of marketing as it can be targeted to specific market segments