6.10 Market Niche

	This is where IS help find out about specialized markets.
	Organizations can look for markets made up of certain age groups, geographical areas, professions, etc
	Market research and data analysis are inevitable ingredients for the success of such competitive advantage strategy.
	IS are also important for implementation and continuous review and improvement of such a strategy.

An example of specialized strategy is when a phone company offers organizations mobile phone contracts that facilitate the use of internet on the phone at cheaper rates.

	It is worth mentioning that global businesses today are more likely to choose to use a combination of competitive advantage strategies.
	An organization may seek a market niche competitive advantage strategy and yet maintain a low cost leadership or a product differentiation strategy at the same time.

This implies that organizations should apply more sophisticated IS to suit their needs.