A marketing seminar concluded that, in a world dominated by mass-marketers, smaller enterprises can still succeed by focusing on specialised market segments that are too small for larger competitors.

The Cam Tipping Niche Marketing Seminar was held at the Enterprise Centre.

Mr Tipping, from the International Institute for Business Development Ltd (IIBD Ltd), is well-known for his ability to help enterprises build an "in-house" expertise in developing and executing market-driven strategies. His customers include Bayer, John Deere, Lindt Chocolate and numerous small to medium-sized enterprises. He also assists leading business schools including Wharton in the USA and IMD in Switzerland.

The seminar, organised by AmCham-Malta (the Maltese-American Chamber of Commerce) and supported by Malta Enterprise, was designed to assist Malta's small, generally owner-managed, enterprises to establish profitable niches within an increasingly competitive market.

The 30 businessmen from various sectors attending the seminar were briefed about market segmentation, market positioning and the preparation of simple, strategic business plans.

Mr Tipping said he had met representatives from Malta's agricultural and tourism sectors during his visit. "The same principles of niche marketing can be applied as effectively in agriculture and tourism as in manufacturing," he said.

He will be returning later this year to conduct follow-up courses.