How to Discover and Capture "Hidden" Markets

Abstract

When developing a marketing strategy, most companies group their clients by fairly unambiguous criteria. Accordingly, market segments are also marked with clear "boundaries". The accuracy of the criteria and the clarity of the definitions are a necessary prerequisite for effective marketing, but in such cases, the so-called submarkets remain out of sight - i.e. such markets, the requirements of which your company indirectly or partially meets. In most cases, such markets do not know about your company's products. It is not excluded that new demand may arise in a segment that you did not consider to be your area of ​​​​activity.