SMEs are best placed to perform market segmentation because they are naturally in close contact with customers and needs. They must resist the temptation to target large markets and should rather invest in smaller segments. To avoid the dispersion of resources, their portfolio of products and services must necessarily be restricted. A differentiation strategy is within the reach of any SME as it requires creativity and flexibility, but does not weigh heavily on finances.
The missions most frequently performed for SMEs are the overall diagnosis, the definition and implementation of a differentiation strategy and exports development.