1. Marketing Management, 12/e
A South Asian Perspective
9
Dealing with Competition
Kotler Koshy
Keller Jha

2. Chapter Questions
 How do marketers identify primary competitors?
 How should we analyze competitors’ strategies,
objectives, strengths, and weaknesses?
 How can market leaders expand the total market
and defend market share?
 How should market challengers attack market
leaders?
 How can market followers or nichers compete
effectively?
9-2

3. Figure 1.1 Five Forces Determining
Segment Structural Attractiveness
 Potential entrants
 Suppliers
 Buyers
 Industry competitors
 Substitutes
9-3

4. Industry Concept of Competition
 Number of sellers and degree of
differentiation
 Entry, mobility, and exit barriers
 Cost structure
 Degree of vertical integration
 Degree of globalization
9-4

5. Industry Concept of Competition
 Pure monopoly
 Oligopoly
 Monopolistic competition
 Pure competition
9-5

6. Analyzing Competitors
 Share of market
 Share of mind
 Share of heart
9-6

7. Expanding the Total Market
 New customers
 More usage
9-7

8. Figure 11.6 Six Types of
Defense Strategies
 Defender
 Flank
 Preemptive
 Counteroffensive
 Mobile
 Contraction
9-8

9. Factors Relevant to Pursuing
Increased Market Share
 Possibility of provoking antitrust action
 Economic cost
 Pursuing the wrong marketing-mix
strategy
 The effect of increased market share on
actual and perceived quality
9-9

10. Other Competitive Strategies
 Market challengers
 Market followers
 Market nichers
9-10

11. Market Challenger Strategies
 Define the strategic objective and
opponents
 Choose a general attack strategy
 Choose a specific attack strategy
9-11

12. General Attack Strategies
 Frontal attack
 Flank attack
 Encirclement attack
 Bypass attack
 Guerrilla warfare
9-12

13. Specific Attack Strategies
 Price discounts  Product innovation
 Lower-priced goods  Improved services
 Value-priced goods  Distribution innovation
 Prestige goods  Manufacturing-cost
 Product proliferation reduction
 Intensive advertising
promotion
9-13

14. Market Follower Strategies
 Counterfeiter
 Cloner
 Imitator
 Adaptor
9-14

15. Balancing Orientations
 Competitor-centered
 Customer-centered
9-15