Finding Your Niche Equals Success

Strategize, reinvest, define your niche

The key to survival in the folding carton market at this stage is to strategize and define your niche. “The people who are doing better are people who recognize that they sell solutions, and by solutions I mean bundles of services that people want to buy,” says Markens. In addition, “they have a very specific, well-niched business where they understand the market and rigorously adhere to [what they’re really good at.]” Graham concurs. “We have clearly defined our market niche in being able to be competitive. We’ve clearly differentiated ourselves against the competition,” he says. And that, he states, has allowed Bell, Inc. to grow with the types of growth it is seeing. “Having a strict niche is the way to go, and that’s where we’ve been successful,” he adds.