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Niche Markets: Strategies for Success in Diverse Industries

Dive into the world of niche markets with insights on finding, cultivating, and utilizing your unique niche. Explore examples, strategies, and negotiation tactics to thrive in specialized industries.

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Niche Markets: Strategies for Success in Diverse Industries

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  1. Cultivating Niche Markets: Finding and Using One’s Niche Kelly Bean Laurie Dowling Sandra Sanchez Pierre

  2. Is It A Niche World? • There are 531 cable channels in the United States. • Magazines available today include “Beyond Magazine,” “Xbox Magazine,” “Skeptical Inquirer,” and “Progressive Farmer,” in addition to more traditional titles. • I can design my own jeans at Land’s End!

  3. Finding the Niche(How we found one of ours) • UCLA Leadership Suite • African American Leadership Institute • Latino Leadership Institute • Leadership Institute for Managers with Disabilities • Lesbian, Gay, Bisexual, and Transgender Leadership Institute • Women’s Leadership Institute • Faculty research base • Growth of product extensions

  4. What are other niche examples? • Harvard - 48 years of agribusiness seminars • Stanford - business strategies for environmental sustainability (new) • SMU/Cox - suite of programs for energy/oil & gas

  5. How do we look for them? • Faculty research • Open enrollment customer trends • Regional/local industry clusters What else?

  6. Niche Exercise

  7. Now What? Making a Plan • Marketing • Audience reinforcement • Faculty encouragement and development • Collaboration • Product extensions

  8. What Else? Negotiating buy-in from staff, faculty, administration

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