EFFECTIVENESS OF NICHE STRATEGIES UNDER DUMPING CONDITIONS: THE CASE OF FREIGHT TRANSPORTATION
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Abstract
This article analyses the effectiveness of non-mass (niche) strategies in freight transportation, examining their potential as a tool to counter dumping and ensure the competitiveness of small and medium-sized enterprises (SMEs). The study aims to evaluate the potential of niche, client-oriented approaches in creating a distinctive value proposition that enables companies to avoid price competition and remain resilient in the face of market conditions. The research employs a comparative analysis of mass and non-mass strategies, as well as an empirical examination of case studies from companies that use specialised logistics models. Key performance indicators such as profitability margin, customer loyalty and operational resilience have been evaluated. The results show that non-mass strategies, such as geographic specialisation, service differentiation, personalised pricing and integration into clients' business processes, provide higher profit margins than mass models, which depend on the scale of operations. The study also demonstrates that operational flexibility enables businesses to adapt to market shocks, such as fluctuations in fuel prices or seasonal variations in demand. A practical analysis of case studies confirms that companies focusing on niche market segments can maintain profitability, even during periods of intense price competition. The research's practical value lies in offering strategic recommendations to small and medium freight operators, with the aim of reducing their dependence on price-based competition and increasing business sustainability. The proposed strategic matrix can be used to select the optimal positioning model according to the scale of operations and level of specialisation. The study's scientific novelty lies in the systematisation of principles for applying non-mass strategies in freight transport under dumping conditions, the development of a strategic positioning matrix that considers scale, specialisation and integration with client processes, and the proof of its effectiveness through real-world case analysis, which highlights the advantages of client-oriented approaches.
How to Cite
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dumping, freight transportation, non-mass strategies, price competition, logistics specialisation, personalised service, operational resilience
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