Differentiate with Market Niches If you chase two rabbits, do not hunt any. Companies focus wisely. Mass markets are constructed by the sum of many niches. If you attack a mass market as a whole, encourage other entrepreneurs to serve this market niche, meeting the particular needs better than you. Customers in a niche market is happy because someone paid attention. There is at least one company that meets your specific needs and does it well. If your work is consistent, you will take over that niche. If Although the volume is lower in a niche, profitability is higher. Competitors will stay away because the volume is too small to support two suppliers. If you "Nichée", what should you do in a second instance? Above all, avoid becoming a generalist. There are three solid strategies: 1. Sell \u200b\u200bmore products and services in the same niche. USAA was founded with the mission to sell automobile insurance in the armed forces of the United States. Over time, added life insurance, credit cards, investment and financing programs, provided the officers of the U.S. armed forces. 2. Look in the alcove adjacent members. USAA extended its business by extending services to the families of the officers. 3. Become owner of a portfolio of niche. It's the best way to grow and protect their market position. Identify new niches and Reign of them. Johnson & Johnson has become a powerful force because it dominates in some niche markets for consumption and other related markets, specializing in B2B (Business to Business). Those who "niche" are not necessarily small companies. Professor Hermann Simon in his book "Hidden Champions" gives several examples of medium-sized companies in Germany to enjoy market shares above 50% in overall well-defined niches. Steiner Optical has a 80% global market share of glass used in the military. Tetra Food has 80% market share of tropical fish feed. Becher produces over 50% market share of giant umbrellas used in hotels and golf courses. All these companies are highly profitable. They pursue niches identified and well defined that are very visible to the general public. In our area, Confiteca candy exports to over 80 countries worldwide and its business outside of Ecuador has been developed over the last ten years. Is poised to become a global conglomerate in their area of \u200b\u200bspecialty confectionery. Until that happens, a number of individuals and institutions reneged on the failed negotiations between Ecuador and the United States to agree a free trade agreement. Americans said they wanted to dominate us and end our "sovereignty." Can you imagine the niches that exist in the U.S.? It is a matter of finding niches within niches and specialize more. Time to get out of the syndrome of protectionism and weak country complex. We are as strong as our ability to investigate and innovate and that is the source of competitiveness. Hilasal (www.hilasal.com), began selling high-quality towels to Mexico in 1978. The company was founded in the Republic of El Salvador (San Textiles Andrew). At that time, Hilasal already marked a strong presence in the niche of fine towels, printed and embroidered in the United States. Its management team was in El Salvador, its factories in Mexico and marketer in Florida. The cotton used was from Egypt and Peru (the two best-known qualities of cotton.) With time set Hilasal home in Mexico and expanded its operations in the NAFTA area. Today is a Mexican company with mixed capital (Mexican and Salvadoran), but we can not forget that your DNA is El Salvador. Hilasal world leader in reactive printed towels (which lets you play, for example full-color scenes of Spiderman in the towel). Hilasal's mission is "Making the best towels in the world" ... and truth that have achieved a significant order of magnitude. So the old adage: "Those who say you can not do, do not get in the way of those who are doing it." Feeling down for being a country boy and be haunted by the largest fish is the best way to be small and insignificant. Raise your self-esteem, take advantage of niche markets in the northern hemisphere and globalize their operations. A niche in California is worth more than CAN (Andean Community of Nations).
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