Niche Marketing Strategy Framework for SMEs: A Conceptual Framework

10 Pages Posted: 14 Jul 2017

See all articles by Fazal Akbar

Fazal Akbar

Universiti Tun Hussein Onn Malaysia (UTHM)

Abdul Omar

Universiti Tun Hussein Onn Malaysia (UTHM)

Fazli Wadood

Universiti Tun Hussein Onn Malaysia (UTHM)

Wan Zahari B. Wan Yusoff

Universiti Tun Hussein Onn Malaysia (UTHM)

Date Written: July 9, 2017

Abstract

As the research shows that small and medium enterprises are comprising of more than 90% of the business around the world. In the developing countries SMEs contribute to the GDP, poverty alleviation, creating jobs, and have many other benefits which are crucial. According to their significance to country side, human side, SMEs needs to be successful to improve the both sides. The niche marketing strategy is one of the most successful strategy applied by different companies around the world. And those who are using the strategy are enjoying the success of their organizations. For SMEs the niche marketing strategy is beneficial because the owner or manger can build a good relation with the consumers and suppliers. A good relationship is necessary for sale purpose and for reputation building.

Keywords: SMEs, Niche Marketing Strategy, Business Success

Suggested Citation

Akbar, Fazal and Omar, Abdul and Wadood, Fazli and Wan Yusoff, Wan Zahari B., Niche Marketing Strategy Framework for SMEs: A Conceptual Framework (July 9, 2017). Available at SSRN: https://ssrn.com/abstract=2999227 or http://dx.doi.org/10.2139/ssrn.2999227

Fazal Akbar (Contact Author)

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

Abdul Omar

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

Fazli Wadood

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

Wan Zahari B. Wan Yusoff

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

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