استراتيجية التسويق للأبطال الخفيين والتسويق المتخصص

أبطال مخفيون هي شركات غير معروفة نسبيًا للجمهور ولكنها تتمتع بأداء يحسد عليه.

They are profitable niche players that focus on segments whose needs they can best meet.  They can achieve Competitive Advantages that larger and smaller companies cannot, such as strong Differentiation, Brand Positioning, Customer Loyalty, and lower unit production costs.

خصائص أبطال مخفيون

• انخفاض الاعتراف بالعلامة التجارية
• درجة عالية من رضا العملاء
• نسبة عالية من الاحتفاظ بالعملاء
• ربحية عالية

أمثلة على الأبطال المخفيين

Sensata Technologies is a leading supplier of sensors and controls. Few people know about this major company, even though its products impact the automotive, appliance, aircraft, industrial, military, heavy vehicle, heating, air conditioning, data, telecommunications, recreational vehicle, and marine industries. In a decade, it has become a billion dollar company with a strong niche.

Kohler is another example of a hidden champion. The company is a mid-sized company expanding globally. But its focus remains not on being a meandering conglomerate, but a faucet manufacturer focused on consumers first and their desires for attractive and functional faucets. Unlike competitors focused predominately on market share and price competitiveness, Kohler focuses on the consumer (her appetite for design, technology and service) and is noted for its excellence as a result. Many consumers may not even know about Kohler, but plumbers as primary purchasers do because Kohler fulfills their needs.

Why the Hidden Champion Strategy works:

• صعوبة بناء شهرة لاسم العلامة التجارية في الأسواق الناضجة
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• تبقى الإدارة العليا على اتصال مباشر مع العملاء
• إمكانية إسعاد العملاء والاقتراب من العميل أكثر من المنافسين الكبار

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