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A niche is a target market that is so different that a specialist can capture market share by offering a unique capability.
The logistics service industry includes warehouse operators who have been successful with niche marketing. For example, one company reinvented itself as a specialist in the handling of customer returns. Another diversified into the business of temporary staffing. Others have become specialists in packaging or light assembly.
While some are concerned about their ability to compete with global giants, other operators carve out a unique specialty that is unlikely to be invaded by the larger generalist. Warehousing has always been a creative business, and those most likely to survive are those that are most willing to innovate. |
