Innovative approaches to market segmentation and product positioning

Abstract

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.

Keywords

reconstruction of market space / market segmentation / product positioning / vacant market niches

RIGHTS & PERMISSIONS

Sekerin V.D., Gorokhova A.E.