Business Studies – 3.1.3 Mass markets and niche markets | e-Consult

The bakery is clearly targeting a niche market. Niche markets are defined by their focus on a specific segment of the population with particular needs or preferences. In this case, the bakery caters to individuals with dietary restrictions (gluten-free) and ethical considerations (vegan). These are not the needs of the majority of the population.

The bakery's product offering is specialised, differentiating it from mainstream bakeries that offer traditional products. The marketing strategy would likely focus on reaching health-conscious consumers, individuals with allergies, and those following vegan lifestyles through targeted advertising (e.g., online health forums, vegan communities) and partnerships with health food stores.

A mass market would aim to satisfy the general demand for baked goods, offering a wide range of products to appeal to everyone. The bakery's limited product range and specific dietary focus demonstrate a clear departure from this approach. Therefore, the bakery's business strategy aligns with the characteristics of a niche market.