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I need to know that how might a small volume producer (niche marketer) manage to compete with a large volume producer (mass marketer)? and what are the likely differences in the product-market strategies of each? and the factors that enable each producer to increase market share at the expense of the other in short and long term?

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Hi there,

In general, a niche organization will try to sell themselves in such a way, advertising themselves as an expert in a specific realm.
The mass marketer would sell themselves by saying that due to their size, they can offer the lowest cost through economies of scale.
It would really all depend on what the customer wanted. If price was the customer's main concern, then they would likely go with ...