隠れたチャンピオンのマーケティング戦略とニッチマーケティング

隠れたチャンピオン 一般にはあまり知られていないが、羨ましいほどの業績を上げている企業です。

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.

の特性 隠れたチャンピオン

• ブランド認知度が低い
• 高い顧客満足度
• 高い顧客維持率
• 高い収益性

隠れたチャンピオンの例

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:

• 成熟市場でブランド認知度を構築することの難しさ
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• 経営陣は顧客と直接連絡を取り合う
• 顧客満足の可能性と大手競合他社よりも顧客に近づく可能性

次回の市場調査および戦略コンサルティング プロジェクトについては、当社にお問い合わせください。