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Essay text:
It is a large mature market worth
an estimated ?40 billion world wide (based on sell out value) and is not only dominated by
the Original Equipment Manufacturer’s (OEMs) but by a plethora of re-manufacturers,
refillers and compatible suppliers who have positioned themselves as low cost alternatives to
the “big three”.
The Samsung compatible range that my company distributes is not as inexpensive as those
offered by these re-manufacturers, refillers, etc and being a start up business, had
neither the funds nor resource to mass market the product range. I therefore took a niching
strategy approach, focusing on resellers who fitted a certain profile...
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