Mass and Niche Markets

Mass:   Where a business target their product at the entire market and appeal to all customers

Niche:  Where businesses target a small, specific segment of the market and tailer their products to meet certain needs.

Pros    

There is a constant customer base

Income is maximised

Allows a reduction of costs through economies of scale

Allows brands to be used to their full effect

Cons

Lower quality product

Heacy advertising costs

Higher development costs

Harder to chagne to customer needs