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A niche market [note 1] is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it is intended to target. It is also a small market segment. Sometimes, a product or service ...
Sage 100 or Sage100cloud, formerly known as Sage 100 ERP, and before that Sage MAS 90 or Sage MAS 200, is accounting software offered by Sage. [1]First offered in the mid 1988s by a company called State of the Art, Inc, the Master Accounting Series for the 90s, gained significant market share by developing a reseller channel largely made up of Certified Public Accountants (CPAs).
Porter's explanation of this is that firms with high market share were successful because they pursued a cost leadership strategy and firms with low market share were successful because they used market segmentation to focus on a small but profitable market niche. Firms in the middle were less profitable because they did not have a strategy.
By 1993, Sage Sterling was the market leader, with 62.5% of the integrated accounting software market. [5] In the late 1990s, Sage Instant – a cut-down version of the product line – was introduced. [6] Later, the product was rebranded as Sage Line 50, a reference to the target market of the product, and in the 2000s was rebranded to Sage 50.
Choosing which targeting choice to pursue depends on the product or service being offered. Undifferentiated marketing is the best option to focus on the market as a whole and to promote products that have a wide target segment, whilst differentiated and niche marketing are more specialized and focus on smaller, more selective segments. [12]
AME Accounting Software: Proprietary: Yes No No Low to mid-market Payroll, general ledger, accounts receivable, accounts payable, Double-entry bookkeeping system, Small Business Accounting Stand-alone Aplos Software: Proprietary: Yes Yes Yes Low to mid-market nonprofit and faith-based organizations
Overall, niche marketing is a great marketing strategy for firms, mainly small and medium-sized firms, as it is a specific and straightforward marketing approach. Once a firm's niche is identified, a team or marketers can then apply relevant marketing to satisfy that niche's wants and demands.
Thus, differentiation is the process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market. [3] Although research in a niche market may result in changing a product in order to improve differentiation, the changes themselves are not differentiation. Marketing or product ...