Fragmented Market
A market characterized by a large number of small, often unorganized retailers, making distribution and sales challenging.
Implications
A market characterized by a large number of small competitors, with no single company having a dominant market share, often leading to intense competition, price sensitivity, and opportunities for consolidation or differentiation.
Example
Example: The local bakery market in a large city is a fragmented market, with numerous small, independent bakeries competing for customers, offering similar products but with little brand differentiation or market dominance.
Related Terms
Different from a concentrated market, where a few large companies control most of the market share, a fragmented market is dispersed with many players and often lacks clear leaders.
Get INSTANT comprehensive market research of any industry
Chat with AII Consultant Now!
