PART A: 50% Question 1 A niche is a more narrowly defined customer group seeking a distinctive mix of benefits within a segment. Niche marketers avoid large markets and try to be the leader in a small market or niche. Nichers have three tasks: creating niches, expanding niches, and protecting niches. You are required to identify three “nichers” (firms and/or brands) and explain why they have identified these as “nichers” based upon the following criteria: 1. Little/no competition 2. Focused business 3. Strong relationships with customers 4. Business stability Your answer should be in essay format with words limit 2000-2500 words based on the guideline given below: 1. Introduction 2. Contents – Discussion required on the three niche firms/or brands 3. Conclusion 4. References: References must be included and taken from reliable sources. 5. Appendix (25 marks)
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