Philip Kotler: An ideal market niche would have the following characteristics:
* The niche is of sufficient size and purchasing power to be profitable
* The niche has growth potential
* The niche is of negligible interest to major ompetitors
* The firm has the required skills and resources to serve the niche effectively
* The firm can defend itself against an attacking major competitor through the customer goodwill it has built up”
To what extent does your chosen niche fit these criteria?
