Nicher refers to those enterprises, which possess special capability or assets, i.e. capable of matching the leader or the challenger in terms of quantity management resources. A nicher enterprise does not try to confront the large enterprises and fight for the market share. It exploits its own special characteristics and ensures for itself the pre-dominance of specified niche market. It makes efforts to establish its name and image and pursue the profits.
The concentrated strategy is also called as nicher strategy sometimes, therefore, a nicher enterprise is the one which adopts the concentrated strategy. A nicher enterprise is leader for a small niche market. Therefore, it works for the overall expansion of demand of its market. It avoids the cost competition as far as possible and makes efforts in maintaining good environment within the niche market.
The typical examples of nicher enterprises are Honda in the passenger car market, specialising in small car Sony in audio-Visual and domestic electrical appliances has special strength in the audio-visual field. Further, both Honda and Sony are already on their way to become challenger from their nicher level or may have already become challengers.
The concentrated strategy is also called as nicher strategy sometimes, therefore, a nicher enterprise is the one which adopts the concentrated strategy. A nicher enterprise is leader for a small niche market. Therefore, it works for the overall expansion of demand of its market. It avoids the cost competition as far as possible and makes efforts in maintaining good environment within the niche market.
The typical examples of nicher enterprises are Honda in the passenger car market, specialising in small car Sony in audio-Visual and domestic electrical appliances has special strength in the audio-visual field. Further, both Honda and Sony are already on their way to become challenger from their nicher level or may have already become challengers.