![]() ![]() The industry is fragmented into several segments such as Indian Take away restaurants, Chinese take away restaurants, Mexican take away restaurants and others – each competing with each other and with bigger restaurants that have multiple cuisines. Let us take the example of the Food Take-Away industry. ![]() ![]() These multiple sections, that are characteristics of every market, point towards the fragmentation of the market. The basic idea behind the concept of market fragmentation is that every market reflects different buyer needs and wants, is composed of different segments and responds differently to marketing. But this becomes difficult in a fragmented market. Businesses generally need to establish a brand reputation that not only resonates throughout the marketplace but also sets it apart from its competitors. Fragmented market consists of several small and medium organizations that compete with one another and with large organizations, but there is no one single company that dominates the entire market. The fragmented market is defined as a marketplace where no single organization has enough influence to move the industry in a single direction. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |