NicheMarket Strategy in SMEs inMauritius

Abstract

This paper is a follow up of an initial study by the authors on the importance of marketing in SMEs in Mauritius. The present study aims to identify whether SMEs in Mauritius practice niche marketing as a strategy to keep competition at bay. The research design for this study was a questionnaire survey which aimed to address and identify the niche marketing practices of the SMEs. Thirty respondents from the initial study from six different sectors of activities were interviewed face-to-face. The findings revealed that the Mauritan SMEs were practicing some kind of niche marketing strategies. Competition was cited as the main reason for adopting at least one niche marketing strategies, and sometimes it was without realising it. This study contributes to the existing literature and also adds to the lack of research on this topic among SMEs in Mauritius.