| Print service providers are face with shrinking profit margins, in part because offerings are perceived as commodities. To dispel this belief and restore the graphic communications industry to sustainable growth, firms are emphasizing specific niche opportunities and catering to more focused customer needs. Successful providers are taking a targeted market approach to decommoditize their products and service offerings.
Historically, printers defined their target market as “companies needing printed materials.” To provide a
differentiated value proposition, print service providers need to take a more segmented approach. The
needs of a bank are very different from those of a manufacturer or a training company. Print service
providers need to identify the strengths of their own firms and map them to the market segments that they
are best equipped to serve.
This document provides a "How To" approach to targeting markets best suited to grow your business. The document outlines segmentation strategies, offers advice on building your niche, and concludes with case studies on print service providers who have successfully targeted markets for business growth. |
