New regulations can fragment markets by creating space for alternative products that comply with new rules. What we often find here is that compliance with the changed regulations becomes the new fragment’s unique selling point. The creation of the internet led to the music market – once dominated by generic radio stations and music channels – receiving a new fragment in the form of online streaming.

Thanks to the fragmentation of markets, businesses can develop a local marketing strategy that will help them to gain a competitive edge over larger businesses. By focusing on local communities and forming relationships with potential customers, small businesses can achieve sustainable growth. While in a concentrated market, it is difficult for new players to enter the market and become successful straight away. In a concentrated market, there are only one or two dominant players, making it challenging for new companies to gain customers.

  1. Leveraging market fragmentation can be a game-changer for businesses – particularly nimble and adaptable startups and smaller companies.
  2. While on the other hand, concentration allows companies to establish a strong foothold in the market.
  3. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.
  4. These larger enterprises, with their mass-market strategies, suddenly find that their one-size-fits-all approach starts to look a little out of touch.

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about. While on the other hand, concentration allows companies to establish a strong foothold in the market. A concentrated market also makes it easier for an existing player to dominate the market and increase their profits. You can also look at the amount of innovation and R&D in a market to get a sense of whether it is fragmented or not.

What Is Market Fragmentation?

As more customers adopt the product, however, the need for more unique product features, benefits, and other aspects arise. It’s all about turning the challenges posed by a fragmented market into opportunities by creating targeted groups within your audience. From understanding the what and why to getting down to the nitty-gritty of building your first segmentation study, this eBook is packed with insights to help you connect with your customers more effectively. The 2008 financial crisis saw many consumers become more price-conscious, which led to the rise of budget grocery stores.

An example of a fragmented market would be the retail sector, where there are many small and medium-sized businesses vying for customers. Market fragmentation is the concept that all markets are diverse and over time break into distinct groups of customers (i.e., fragments)—especially as markets grow. For example, when an entirely new product is created, until consumers can spend enough time with it, it solves the needs of most early adopters.

Reflections on Season 1 of Gutsiest Brands

However, something could be said for the fact that consumers fragment themselves whereas businesses segment consumers. Further, fragments are typically specific to products and services while segments can define other activities. The crux of the problem is a lack of awareness or acknowledgment of emerging market fragments. If a business doesn’t recognize these evolving niches or understand their unique dynamics, it can’t effectively adapt. And when these larger enterprises do notice the shift, their size and established ways of working can make it hard to pivot quickly – often leading to a disconnect with consumers. Effective market research is almost always a prerequisite for any company leveraging market fragmentation.

What is market fragmentation?

Spotify then used technology to offer personalized music experiences that fragmented the music industry even further. Market fragmentation happens when multiple competing firms offer highly-incompatible technologies or technology stacks, likely leading to vendor lock-in. Two common varieties of fragmentation are market fragmentation and version fragmentation.Fragmentation is the opposite of, and is solved by standardization. Shifts in the economy inevitably impact purchasing power, which itself creates new market segments.

Strategies to overcome the challenges of a fragmented market

These multiple sections, that are characteristics of every market, point towards the fragmentation of the market. Market fragmentation, as it relates to market research, is important because it happens in every industry, both domestically and globally, and can determine brand positioning, marketing strategy, and 3 top vanguard fixed product development. OpenSignal acknowledged that while this made it problematic to develop apps, the wide variety of models allows Android to enter more markets. Navigating the maze of market fragmentation can be complex, but understanding how to segment your customer base is a powerful way to steer through it.

In fragmentation, there are many different players in the market and each may have their own niche or specialty. As a result, it is easier for new companies to gain customers and enter the market. A fragmented market is a marketplace in which no one company dominates the industry. It is characterized by a large number of small and medium businesses that compete for customers in their respective niche markets.

Advancements in technology will typically lower a market’s barriers to entry for new competitors and enable the creation of tailored products. We’ve quickly seen how the advent of online marketplaces and social media has empowered small businesses to reach specific customer groups more easily. The consumer push for products that align with their values and lifestyle is a major fragmentation driver. As new trends take hold and old ones fall out of favor, consumer preferences are in a constant state of flux – markets respond by splitting into niches. Recall how Henry Ford established assembly lines to make it easier and more efficient to build standardized vehicles. In other words, it avoids standardizing products to homogeneous groups and instead seeks to personalize them.

For some businesses – especially the larger industry incumbents – market fragmentation often spells trouble. One big market transforming into multiple smaller ones will naturally lead to a rise in competition that can compromise a once dominant position for the clear leader. Just like globalization fuels diversity among people and within communities, it in turn does the same for the products and services being demanded.

Fragmented market is here to stay and it would do well for businesses trying to enter such as market to understand it in detail. Download your free copy now and start tailoring your strategies to meet the exact needs of every market segment.