個案資料

Business leaders are trained to focus on big, attractive markets, yet some of the most compelling sources of growth come from markets that begin as tiny “footholds.” Eight of the ten most valuable U.S. companies started in small segments of the economy, such as IBM, whose origins were in punched cards to tabulate the 1890 U.S. Census, or ExxonMobil, which refined petroleum for kerosene lamps. Penetrating foothold markets requires an entirely different approach than that used for big, established markets, and there are three imperatives of successful foothold strategies: to reduce uncertainty, stimulate demand, and enable leadership. While the narrowness of foothold markets makes them powerful, it also creates difficulty in choosing them. Leaders can identify a strong foothold because it has a clear target customer, provides a pathway to a broader market, is easily satisfied, and has few dependencies on separate decision makers and business partners. After comparing the foothold markets of Blackberry and Gatorade, this article states that a company searching for footholds should consider what it wants to accomplish, assess potential markets, create an exhaustive list of footholds, and evaluate them according to its objectives.

• Niche Market
• Target Customer
• Growth
• United States