How should market challenger attack market leader
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Market challengers have several options when attacking market leaders including encirclement attacks against the entire market leader, bypass attacks by entering new geographic markets or product categories not defended by the leader, or guerrilla attacks involving intermittent price cuts and promotions. The document provides strategies for market challengers to consider when deciding whom and how to attack based on their available resources, with bypass attacks and identifying shifts to fill gaps suggested as approaches for challengers with fewer resources than frontal assaults on market leaders.
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For market leaders, the strategies discussed are expanding total market demand through new customers, new uses, and more usage. Defensive strategies include positioning defense, flank defense, counteroffensive defense, mobile defense, and contraction defense. Offensive strategies for leaders center around increasing market share through advertising, distribution, pricing, new products, and mergers/acquisitions.
Challengers are advised to directly attack the market leader through price discounts, innovation, distribution changes, and advertising. Specific challenger attacks discussed include flank attacks, encirclement attacks, bypass attacks, frontal attacks, and guerilla attacks
8B Strategic Product Management - Competitors Present & Future Objectives
8B Strategic Product Management - Competitors Present & Future ObjectivesRajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
The document discusses strategies for market challengers to expand their market share. It describes several types of attack strategies challengers can use, including frontal attacks, flank attacks, encirclement attacks, and bypass attacks. It also provides examples of how challengers can specifically attack, such as using price discount strategies, cheaper product strategies, prestige product strategies, product proliferation strategies, product or distribution innovation, and intensive advertising. The overall goal of these strategies is for the challenger to increase its market share by targeting the weaknesses or open areas of the market leader.Session 17 MG220 BBA - 13 Oct 10
This document discusses competitive strategies for market leaders. It outlines Porter's five forces model for analyzing industry competition. It emphasizes the importance of identifying direct and indirect competitors. When analyzing competitors, a company should examine their strengths, weaknesses, strategies, objectives, and market share. As the market leader, a company needs to expand the total market size while also protecting its current market share. It can pursue strategies like continuous innovation, responsive marketing, and defensive positioning. The leader must find ways to both increase its competitive strength and gain additional market share through new customers, increased usage, and geographic expansion.
10.1 chapter 12 andreas prasetia (55120110096)
Addressing Competition and Driving Growth. Presentation Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Chapter 12 addressing competition and driving growth ppt
The document discusses competitive strategies for different types of market participants: market leaders, challengers, followers, and niche players. It defines key terms like competitive advantage and describes the process of competitor analysis. For each market type, it outlines characteristics and examples of effective strategies. Market leaders should expand total demand and protect market share through continuous innovation. Challengers attack leaders directly or indirectly. Followers focus on profit by copying or improving leaders. Niche players target specific segments through specialization in areas like product or geography. The document provides recommendations for adjusting strategies during an economic downturn as well.
Competitive strategies
This document outlines different competitive strategies for firms in a market. It categorizes firms as market leaders, challengers, or followers based on their market share. It describes the leader's strategies to expand or protect market share through increasing barriers or legal action against competitors. For protecting share, leaders employ proactive, responsive, anticipative or creative marketing. Challengers aim to increase share through frontal, flank, encirclement, bypass or guerrilla attacks. Followers employ imitation, duplication, emulation or adaptation strategies compared to the market leader.
Module 2.1 Market Dynamics Slide for Class.pptx
1) The document discusses competitive dynamics and strategies for different market positions. It describes strategies for market leaders to expand the total market and defend market share, as well as strategies for challengers, followers, and niche players.
2) Market leaders should expand total demand by finding new customers or increasing usage among existing customers. They must also protect market share through continuous innovation, proactive marketing, and defensive strategies.
3) Market challengers can employ frontal, flank, encirclement, bypass, or guerrilla attacks combined with strategies like lowering prices, improving quality, or innovating products.
Offensive & defensive strategies
This document outlines various offensive and defensive business strategies. Defensive strategies include position defense, mobile defense, flanking defense, counter-offensive defense, and contraction defense, which are used to protect market share. Offensive strategies aim to improve one's own position by taking market share from competitors, and include frontal attack, flank attack, encirclement attack, bypass attack, and guerilla attack. Both offensive and defensive strategies are used to gain competitive advantages and either retain or expand a company's market position.
Marketing Management - Competitive Strategies
This document discusses competitive strategies for marketing management. It defines strategies and their role in gaining competitive advantages. The main competitive strategies discussed are low cost leadership, differentiation, and focus. Offensive strategies discussed include direct attacks on competitors, seeking unoccupied markets, and preemptive moves. Defensive strategies aim to reduce risks of attacks and blunt their impacts. Expanding market share involves staying number one through largest budgets and distribution. Increasing market shares involves adding value to gain share and exploiting weaknesses of leaders. Niche strategies involve leading in a small market segment to avoid direct competition.
10.2 chapter 12 rizal agung w 55120110187 (absen no. 25)
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
MarketingManagement.pptx
This document provides an overview of marketing management concepts taught by Dr. Hemantkumar P. Bulsara including core concepts like the marketing mix of product, price, place, and promotion. It also discusses market segmentation, targeting, and positioning. Market segmentation involves dividing the market into distinct groups based on variables like geography, demographics, psychographics, and behaviors. Targeting involves selecting specific market segments to focus on. Positioning refers to how consumers perceive a product in terms of its attributes, quality, price, and value relative to competitors.
Scope of using porter's models
Porter's five forces model identifies five competitive forces that shape every industry: the threat of new entrants, the power of buyers, the power of suppliers, the threat of substitutes, and rivalry among existing competitors. The document analyzes how 3M Company can address each of these competitive forces based on Porter's model. It suggests that 3M focus on innovation, product differentiation, building economies of scale and brand loyalty to deal with the bargaining power of buyers, threat of new entrants, bargaining power of suppliers, threat of substitute products, and rivalry among existing firms in its industry.
Lesson 6_Addressing competition and driving growth.pdf
This document discusses competitive strategies for different types of companies in an industry based on their market share. It begins by defining competitors and strategic groups. It then discusses strategies for market leaders, challengers, followers, and niche players. For market leaders, the strategies discussed are expanding total market demand, protecting market share, and expanding share. Defensive and offensive approaches are provided. For challengers, different attack strategies are outlined. Followers are discussed as imitators or adapters. Niche players are defined as focusing on small, profitable market segments. The document also covers product life cycles and how marketing objectives and strategies should differ for each phase - introduction, growth, maturity, and decline.
Market Evolution
The document discusses the four stages of market evolution: emergence, growth, maturity, and decline. In the emergence stage, there is a latent need for a new product. Firms must decide whether to target the entire market or a niche. In the growth stage, more firms enter and may target niches or directly compete against pioneers. Eventually all segments are served and the market reaches maturity with slower growth and price competition. Decline occurs when demand decreases or a new technology replaces the old.
Marketing effectively
The document discusses various marketing strategies and levels of strategy. It defines strategic marketing and explains that there are higher, mid, and lower level strategies. Higher level strategies focus on long-term growth, mid level strategies set objectives for 3-5 years, and lower level strategies focus on short-term goals over 1 year. The document also outlines different types of attacking strategies like direct, indirect, enveloping, and guerrilla attacks. It emphasizes the importance of speed, indirect approaches, concentration, and alternative objectives in effective marketing strategies.
MARKETING STRATEGIES BA4207 MBA ANNA UNIVERSITY
"Marketing Strategy is a long term plan for achieving a company’s goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage.”
Goals indicate what a business unit wants to achieve, strategy is a game plan for getting there.
Dealing with Compettion
The document discusses strategies for dealing with competition in the marketplace. It covers identifying competitors and analyzing their strengths, weaknesses, objectives and strategies. It also outlines different competitive strategies for market leaders, challengers and followers to either defend or expand their market share. These include strategies like expanding total market demand, preemptive defense, flank attacks, guerrilla warfare, and product imitation for followers. Porter's five forces model and concepts like strategic groups and mind/heart share are also covered.
Strategies for dynamic and stable markets
This document discusses strategies for dynamic and stable markets using open innovation. For dynamic markets, the document recommends using simulation strategies to anticipate competitive dynamics and develop successful strategies. Simulation techniques like simulated test marketing (STM) involve modeling distribution, advertising, promotions, competitor reactions, and other factors. For stable markets, the document recommends a concentration strategy by focusing on stable inputs and market segments left by general operators.
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8B Strategic Product Management - Competitors Present & Future Objectives
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How should market challenger attack market leader
- 1. How should market challengers attack market leaders? Decide whom to attack?
- 2. Market challenger can attack Market leader Regional firms
- 3. Can attack its own size firms which are less active Toyota replacing GM
- 4. Choosing general attack strategy
- 5. Encirclement Attack Challenger commands superior resource
- 6. Bypass Attack Offers three lines of approach: Pepsi used bypass strategy against coke
- 7. 2.Diversifying into unrelated products 3.Leaf frogging into new technology 1.New geographical market
- 8. Identifying shifts &filling the gaps With less resource ;we get more succeed than frontal
- 9. Guerrilla Attack Contains intermittent attacks, intense promotional blitzes including selective price cuts Expensive; only for bypass attack.
- 10. Sameer Mathur MBASkills.in Indian institute of Management Lucknow Marketing professor 2013- Marketing professor 2009-13 Ph.D and MS(marketing)2003- 2009 Madhusudan Dahal National Institute of Technology Surat intern