Designing Competitive Strategies
Market leader strategies <ul><li>Expanding the total market </li></ul><ul><li>Defending market share </li></ul>
Expanding the total market <ul><ul><li>Targeting Product to New Users </li></ul></ul><ul><ul><ul><li>Market-penetration st...
Defending market share <ul><li>Position defense </li></ul><ul><li>Flank defense </li></ul><ul><li>Preemptive defense </li>...
Market challenger <ul><li>First define the strategic goals and opponent(s) </li></ul><ul><li>Choose general attack strateg...
General attack strategies <ul><ul><li>Frontal attacks match competition </li></ul></ul><ul><ul><li>Flank attacks serve unm...
<ul><li>Imitation may be more profitable than innovation </li></ul><ul><li>Four broad strategies  </li></ul><ul><ul><li>Co...
Market nicher <ul><ul><li>End-user </li></ul></ul><ul><ul><li>Vertical-level </li></ul></ul><ul><ul><li>Customer-size </li...
Specific attack strategies <ul><li>Price-discount </li></ul><ul><li>Lower-price goods </li></ul><ul><li>Prestige goods </l...
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Final

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