Innovative approaches to market segmentation and product positioning

V. D Sekerin , A. E Gorokhova

Izvestiya MGTU MAMI ›› 2014, Vol. 8 ›› Issue (1-5) : 14 -17.

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Izvestiya MGTU MAMI ›› 2014, Vol. 8 ›› Issue (1-5) : 14 -17. DOI: 10.17816/2074-0530-67318
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Innovative approaches to market segmentation and product positioning

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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.

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

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V. D Sekerin, A. E Gorokhova. Innovative approaches to market segmentation and product positioning. Izvestiya MGTU MAMI, 2014, 8(1-5): 14-17 DOI:10.17816/2074-0530-67318

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Sekerin V.D., Gorokhova A.E.

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