This article comes from the ideas and development work of AD Monografia de Pesquisa Academica

The study of Monografia from Oliveira (1988), on various strategic possibilities of a given organization, se basa in an analysis that includes scenarios external and internal organization. This approach is very important because it precedes the correct strategic decision to target.

This assessment is directly and closely related to efficiency in the identification and analysis of a potential client who serve as a guide for marketing - the guidance and positioning -.

The niche strategy, as Oliveira location at his estudo de monografia, searching the area for a niche market, concerns a strategic moment institutional maintenance, or the environment predominantly along with strong threats.

We can cite threats as the good results of the competition, not expanding the customer base of a product / service.

The company in the electronics industry, can operate in a relatively small segment of the market, adopting a marketing niche (Kotler, 1998, p.226) as a composite of specialists.

The term niche market is constantly used in the practice of marketing, but its significance seems not yet very grounded into a single concept, clear and precise.

The niche is seen as a niche market of monografia pronta with specific needs and therefore offers opportunities, which is the niche exists and depends on the identification. Following the ideal of the study monografico from Carvalho:

"Niche is a smaller group of buyers, normally a small market whose needs are not well cared for. (...) In general, organizations identify split a niche segment in subsegments or the definition of a group formed by a group of traits that may seek a combination of special benefits. "

The strategy of niche market is mainly a promising option for organizations that are not market leaders, due to a high market share is often associated with a strong performance in business and serve as a niche or segment of a product - Market is often the only option for many organizations to gain and maintain market share.

The strategy of niche se basa en la orientation and can be used in conjunction with the strategy of market segmentation. Many companies use the strategy of niche to avoid direct competition with market leaders in a particular industry. Moreover, these organizations identify and serve a segment or a niche market for a bigger market.

According to Kotler (Monografia Pronta,1996, p.257), "Market segmentation is the act of dividing a market into different groups of buyers with different needs and interests." Lobo (1993, p.29) as defined by Kotler and added: "Division of the market in the stocks of 'customers' imaginable, hence, the need to target. For McCarthy and PERREAULT (1997), the goal is positioned as a process of aggregation of people with similar needs.

The orientation is a process that takes all heterogeneous and subdivided into smaller markets that have similar characteristics. Leaving in the past the concept of products used for everything, the famous' bombril - one thousand and utilities - 'which ends up serving as much cumpridas no'.

When acting for the purchase of a specific product, the consumer has been incorporated in a given market, however, as to the specific characteristics of the product, expressed different preferences between him and other consumers of this product and this phenomenon, Simpson ( 2001, p. 196) states as a heterogeneous demand.

In the mass market of the company in the electronics industry adopts a uniform conduct to produce and sell a product if you will, a common practice of marketing or, as Kotler (1993, p.150), "the mass marketing The seller produces, distributes and promotes a product in bulk for all buyers. (...). The argument of mass marketing is that organisations must have costs and lower prices and create the largest potential market opportunities. "

When the company in the electronics industry defines a market segment or destination, for instance, at its TCC, this marketing practices that Kotler (1998, p.226) states that "a market segment consists of a large group of buyers in a market identifiable. (...) Therefore, the orientation is an intermediary between marketing and mass marketing alone. "

Hence, the importance of the objective is to increase the effectiveness of marketing strategy. The different audiences have different needs and desires.

In studying the market, the company in the electronics industry are identified segments of which is capable of serving, with benefits, better than its competitors. She can not satisfy all consumers alike.

Not always the total market involves setting goals, but we believe that consists of several segments, Simpson (2001, p. 203) recommended criteria for the review and decision by the segmentation, as follows:

 measuring and forecasting demand: the company in the electronics industry has to make a careful estimate of current and future market size and its various segments. To estimate the current size of the market, the company in the electronics industry must identify all competing products, its estimate of sales and whether the market size is sufficient.

 The market orientation: if the prognosis is good demand for the company in the electronics industry has to decide how to enter the market. The marketing professionals need to identify those segments that offer the best opportunity for the company in the electronics sector achieve its objectives. Market segmentation is to classify knowledge into groups with different needs, characteristics or behaviors.

 Market definition: After studying segments of society branch of electronics can enter into one or more segments of a market. A small company in the electronics industry to serve only one segment, while a large bank can offer a variety of products to serve all market segments. In a new market, the company in the electronics industry may initially serve a single segment.

 market position: The company in the electronics industry and in which it decided to enter into segments, must decide who want to take a position in these segments. Positioning means of marketing a product that occupies a clear, distinct and desirable for competing products in the minds of consumers goal. The company in the electronics industry can differentiate their products by style or design, services related products, or create a brand image of the company or branch of electronics to differentiate their offerings.

Hooley and Saunders (1996, p. 214) understand the target market as follows:

 The guidance is a useful approach to the marketing of a company in the business of electronics smaller. It allows destination markets appropriate to the responsibilities of corporations in the electronics industry and makes possible the creation of small banks in the market, a defensible niche.

 Helps identify gaps in the market: ie segments not served or partially met. These areas may provide for the development of new products or expand the range of existing products or services.

 In mature markets or in decline, it will be possible to identify specific segments continues to grow.

 Segmentation allows marketing professionals to better match the product or service to the needs of the target market. In this way, you can build a strong competitive position.

Competitive advantages noted above may be lost to competition, if the company in the electronics industry not to take advantage of them. One company in the electronics industry that practices a strategy can be defined objectively and see a difficult situation. The same situation occurs with the writing of a monografia de acordo com a empresa de pesquisa para TCC