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.

1. MARKETING
MANAGEMENT
COMPETITVE STRATEGIES
By-
Aishwarya Wankhade (16314)
Aishwarya Pardeshi (16327)
Prachi Rajadnya(16006)
Shweta Gupta (16334)

2. Introduction
1.What is a strategy?
2.Role of competitive strategy
3.Two targets of competitive strategy

3. Competitive Strategies Helps In:
 Building profitable customer relationships
 Gaining copetitive advantage
 Analysing their competitors

4. Basic Competitive Strategies
1.Over cost leadership
2.Differentiation

5. Contunuied…
 Focus

6. COMPETITIVE
STRATEGIES
1. Expanding total market demand
2. Protecting market shares
• Offensive Marketing
• Defensive Marketing
3. Increasing market shares
4. Market Niche Strategy

7. Expanding Market Shares
 Stay No.1
 Largest market share
 Most likely the initiator of price changes in the market
 Typically first in product development (largest R/D budget)
 Financial ability to cover many segments
 Widest distribution
 Largest promotional budget
 Examples:
 McDonalds
 Coca Cola
 TDC
 Kellogg's
 Maersk

8. Offensive Strategies
 Direct attacks: Price cutting, adding new
features, or going after poorly served markets
 End-run offensives: Seeking unoccupied
markets
 Preemptive competitive strategies: Being first
to obtain particular advantageous position
 Acquisitions: Buying out a competitor

9. Defensive Strategies
 Attempts to reduce risks of being attacked
 Convince an attacking firm to seek other
targets
 Blunt the impacts of any attack
 Exclusive contracts with best suppliers
 New models to match competitor’s lower
prices
 Public announcements about the
willingness to fight

10. Increasing Market Shares
 Will focus on adding value / new features/
lower prices as a tool to gain share
 Will constantly aim at identifying and
exploiting weaknesses in leader’s position
 Examples:
 Pepsi
 Burgerking
 Carlsberg in England

11. Market-Niche Strategies
 Be the "Market Leader" in a small segment of
the market.
 Avoid direct competition with larger
competitors.
 Might be a “niche” within:
 Product category :
 Customers:
 Geographical market area:

13. Thank You