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MARKETTING

MARKETTING

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Final Presentation Transcript

  • 1. Designing Competitive Strategies
  • 2. Market leader strategies
    • Expanding the total market
    • Defending market share
  • 3. Expanding the total market
      • Targeting Product to New Users
        • Market-penetration strategy
        • New-market strategy
        • Geographical-expansion strategy
      • Promoting New Uses of Product
      • Encouraging Greater Product Use
  • 4. Defending market share
    • Position defense
    • Flank defense
    • Preemptive defense
    • Counteroffensive defense
    • Mobile defense
    • Contraction defense
  • 5. Market challenger
    • First define the strategic goals and opponent(s)
    • Choose general attack strategy
    • Choose specific attack strategy
  • 6. General attack strategies
      • Frontal attacks match competition
      • Flank attacks serve unmet market needs or underserved areas
      • Encirclement “blitzes” opponent
      • Bypassing opponent and attacking easier markets is also an option
  • 7.
    • Imitation may be more profitable than innovation
    • Four broad strategies
      • Counterfeiter
      • Cloner
      • Imitator
      • Adapter
    Market follower
  • 8. Market nicher
      • End-user
      • Vertical-level
      • Customer-size
      • Specific customer
      • Geographic
      • Product/product line
      • Product feature
      • Job-shop
      • Quality-price
      • Service
      • Channel
  • 9. Specific attack strategies
    • Price-discount
    • Lower-price goods
    • Prestige goods
    • Improved services
    • Product proliferation
    • Product innovation
    • Distribution innovation
    • Manufacturing cost reduction
  • 10. Tri nnn nnnngggg