To define the niche your organization occupies, the team should first consider the current and future needs of the customers you serve. You can brainstorm about which organizations in your area meet these needs best. Then compare your organizational strengths with theirs. You should decide which needs your organization is best qualified to meet, which needs you can meet best by collaborating with other organizations, and where you have no role because needs are being adequately met by other organizations.

Understanding Your Marketing Niche: Sample Chart
Customer needs we are currently serving	The best organization for meeting these needs is . . .	Compared to the best organization, our strengths and weak-nesses are . . .	Though not the best, we make a unique contribution of . . .	We would be better off collaborating by . . .	We need to leave this niche to another organization because . . .
Internet Access	Our organization
ICT Training and Certification	University	Strength: More highly trained staff Weakness: Distance	Personalized training	Making referrals to the University when volume is high, and accepting referrals from University for personalized training
Phone Calls	Communication Center	Strength: Lower fees Weakness: Not open on Sundays and Evenings	Offering better service on weekends and evenings		less profit

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