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Profiling The Mainstream Market

Derived from Figure 4.4; Key Characteristics, Needs and Role of Adopter Groups in Adrian Ryans, Roger More, Donald Barclay and Terry Deutscher Winning Market Leadership, strat

Target Group EARLY MAJORITY
Pragmatists
LATE MAJORITY
Conservatists
Focus A proven product that lowers cost/gives competitive advantage Help to sustain competitiveness
Characteristics

Not risk taker
Likes to work with market leaders
Wait and see attitude
Does not like surprise

Resistant to change
Risk averse
Price sensitive
Needs Complete solution
Needs credible reference
Customers in their industry

Simple solutions
Wants to buy established standard

Role in adoption process

Entry point into huge mainstream market

Significant market
Can be quite profitable
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