Open AccessInnovative approaches to market segmentation and product positioning
Author(s) -
Vladimir Dmitriyevich Sekerin,
Anna Evgenievna Gorokhova
Publication year - 2014
Publication title -
izvestiâ mgtu "mami"
Language(s) - English
Resource type - Journals
eISSN - 2949-1428
pISSN - 2074-0530
DOI - 10.17816/2074-0530-67318
Subject(s) - market segmentation , competition (biology) , industrial organization , space (punctuation) , segmentation , product (mathematics) , product market , business , economic geography , economics , microeconomics , marketing , computer science , artificial intelligence , ecology , mathematics , geometry , biology , incentive , operating system
The article describes the innovative approaches to segmenting of markets and positioning of goods based on the reconstruction of the market space as a result of complex realizations of unique solutions due to both features of a company activity and specific socio-economic conditions of business activity. The basic directions of search for unoccupied market niches are revealed. The characteristics of two fundamentally different strategies of a company are compared: in the conduct of competition and in case of failure of this struggle due to formation of market zones which are free from the competition. A method of forming of market zones with free competition is suggested in the paper.