BUSN20019 Project: Niche Marketing and Global Leadership Research

This project examines the role of niche marketing in driving profitability and market leadership, with a specific focus on Samsung Electronics Limited. The research explores how niche marketing strategies enable ICT companies to offer customer-centric products, maintain product differentiation, and achieve higher global market positions. The project utilizes secondary data to investigate the effects of niche marketing on profitability and market leadership, posing the research question: What effect does niche marketing have on profitability and market leadership in ICT companies like Samsung? Variables such as niche marketing, profitability, and market leadership are analyzed. The project references articles that discuss niche marketing's role in retaining global positions, dominating markets, and using skimming pricing strategies. The study aims to provide insights into the relationship between digital proficiency and brand value within the luxury industry, offering a comprehensive analysis for marketing professionals and students alike. The project also aligns with the BUSN20019 assessment criteria, providing a detailed project plan with relevant data and research questions.

Running head: NICHE MARKETING AND GLOBAL LEADERSHIP
Niche marketing and Global Leadership
Name of the Student:
Name of the University:
Author Note:

1
NICHE MARKETING AND GLOBAL LEADERSHIP
Field of research:
The topic of research would be the profitability and marketing leadership which niche marketing
has attributed to the global ICT companies Samsung Electronics. Niche marketing enables the leading
ICT firms to maintain their market leadership by offering customers products more aligned to their needs.
It can be pointed out that applying niche marketing strategies and marketing of more customer centric
products demand immense capital investment in technology, manpower which smaller companies cannot
afford. This enables large multinational companies like Samsung Electronic Limited offer a single
product (like smart phones) in different variants (each with different technological specifications) to cater
to different niches within their customer bases and maintain their product differentiation. The company
employs skilled engineers who carry on continuous research and development to bring about these
different variants of Samsung products like smart phones. Thus, the engineers contribute towards high
revenue generation and high global market position which Samsung boasts. This contribution of skilled
engineers have made the topic worth studying by engineers.
Secondary data:
The information about use of niche marketing by Samsung is accessible on the link
‘https://www.cnet.com/news/has-samsung-gone-too-niche-with-its-new-gs4-smartphones/’. The company
is able to serve its customers more specifically with more advanced electronic products like smart phones
which has earned it a loyal base of customers and high position in the market. The strategy of niche
marketing has enabled Samsung to earn higher profits and strengthen its global positions.
RQ:
The aim of the report is to explore the profitability and market leadership which niche marketing
has ushered in the ICT companies like Samsung Electronics Limited.
Specific RQ: What effect does niche marketing have on profitability and market leadership in ICT
companies like Samsung?
Variables: niche marketing, profitability and market leadership
Search items:
Niche marketing, profitability and market leadership
Merged articles and Reference lists:
Clohessy et al. (2016) mention that niche marketing enables the companies to retain their global
positions. Kotabe and Kothari (2016) mention that this strategy of niche marketing is enabling the global
ICT companies dominate both developed and emerging markets. Neubert (2017) strengthens the
discussion by pointing out the niche marketing enables the firm to use skimming pricing strategies to
generate higher revenue. This revenue is again channelized towards R&D to introduce more customer
oriented products using niche marketing strategy which enables Samsung to retain its global position.
Clohessy, T., Acton, T., Morgan, L., & Conboy, K. (2016). The times they are a-changin for ICT service
provision: A Cloud Computing business model perspective.
Kotabe, M., & Kothari, T. (2016). Emerging market multinational companies’ evolutionary paths to
building a competitive advantage from emerging markets to developed countries. Journal of
World Business, 51(5), 729-743.
Neubert, M. (2017). International pricing strategies for born-global firms. Central European Business
Review, 6(3), 41.