This option is not generally open to minor players, though they may still profit by targeting specific offerings as market extensions. All other gaps relate to the difference between existing sales (market share) and total sales of the market as a whole. The difference is the competitor share. These gaps therefore, relate to competitive activity.

Product gap

The product gap--also called the segment or positioning gap--is that part of the market a particular organization is excluded from because of product or service characteristics.

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