Competitive Analysis of Niche Product Supply Chains

Abstract

Companies are pursuing niche markets to combat competitive pressures from low-cost producers of textiles and apparel. These small, customer-need centered markets provide economic competitiveness opportunities through increased market share and profitability (Parrish, 2003).

To further understand niche marketing strategies and expand the Parrish Niche Strategy Model (2003), competitive analyses are conducted using secondary data. The analyses covered companies in each sector (fiber/yarn, textile, apparel, and retail) of the supply chain.

The purpose of the analyses is to understand competitive positions and strategies of companies competing with niche products in the bottomweight market. This market is chosen because it represents a significant consumption market in the United States where domestic textile manufacturers still have a presence. The results indicate that growth rates are higher for downstream companies, although a larger number of upstream companies are privately held. Companies in all sectors of the supply chain are found to be utilizing supply chain and brand management strategies.

Citation

Allen, R., Parrish, E., Cassill, N.L., Oxenham, W. and Jones, M.R. (2008), "Competitive Analysis of Niche Product Supply Chains", Research Journal of Textile and Apparel, Vol. 12 No. 3, pp. 18-29. https://doi.org/10.1108/RJTA-12-03-2008-B002