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A game plan for regional marketing.

R E Linneman1, J L Stanton

  • 1Saint Joseph's University, Philadelphia.

The Journal of Business Strategy
|October 5, 1992
PubMed
Summary
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Consider niche marketing for fragmented markets. Regional strategies offer benefits but require careful evaluation of potential challenges before implementation.

Area of Science:

  • Business Strategy
  • Market Analysis
  • Marketing

Background:

  • Fragmented national markets present unique challenges for businesses.
  • Traditional broad-market approaches may not be optimal in all scenarios.
  • The need for tailored marketing strategies is increasing.

Purpose of the Study:

  • To evaluate the viability of niche marketing in fragmented national markets.
  • To identify the advantages and disadvantages of regional marketing approaches.
  • To provide guidance for firms considering a shift to regional strategies.

Main Methods:

  • Qualitative analysis of case studies in regional marketing.
  • Review of existing literature on market segmentation and niche strategies.
  • Identification of key success factors and potential risks.

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Main Results:

  • Regional marketing can enhance market penetration and customer loyalty.
  • Success depends on understanding regional specificities and consumer behavior.
  • Potential pitfalls include increased operational complexity and resource allocation challenges.

Conclusions:

  • Niche and regional marketing can be highly effective in fragmented markets.
  • Thorough market research and strategic planning are crucial for success.
  • Firms must weigh the benefits against the operational complexities before adopting regional strategies.