Marketing Management - Competitive Strategies
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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.
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competitive strategies in marketing management
This document discusses various competitive strategies for companies. Defensive strategies aim to maintain existing market share without enhancing competitive advantage, best used by market leaders. Offensive strategies seek advantage over stronger competitors through drastic actions. Specific offensive strategies include flank attacks targeting competitors' weak spots, frontal attacks directly matching competitors, bypass attacks entering new markets, encirclement attacks attacking on all fronts simultaneously, and guerrilla attacks achieving small victories over time.
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This document outlines competitive strategies for different market positions: market leader, challenger, follower, and nicher.
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
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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
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This document discusses defense and attack strategies for businesses. It provides examples of strategies used by Dockers brand pants. For defense strategies, it outlines position defense, mobile defense, preemptive defense, counter offensive, flank positioning defense, and hedgehog defense. Examples are given for some strategies. For attack strategies, it lists frontal attack, flanking attack, encirclement, bypass attack, and guerrilla warfare. Again, examples related to Dockers brand are given for some of the strategies.
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Read the full post at www.globalnpsolutions.com
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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.
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.
Competitive advantage
This document discusses competitive advantage and competitive strategies. It defines competitive advantage as offering greater value to consumers than competitors. Competitive strategies involve analyzing competitors to develop value-based relationships with customers. Key aspects of competitive strategy include competitor analysis, identifying strengths and weaknesses, and selecting which competitors to attack or avoid based on customer value. The document also outlines basic competitive positioning strategies like overall cost leadership, differentiation, and focus strategies.
BUSI 520Discussion Board Forum InstructionsThreadMarket.docx
BUSI 520
Discussion Board Forum Instructions
Thread
Market: Grubhub
You will create a thread and elaborate to one of the available topics for the forum and how it connects with the market of Grubub.
*Choose a topic below:
-Long-term customer loyalty and relationships
-Global marketing
-The importance of marketing research
-Creating brand equity
The thread must be at least 600 words, reference at least 2 scholarly sources in addition to the course textbook and a biblical integration in current APA format, and demonstrate course-related knowledge.
Copyright © 2016 Pearson Education, Inc. 12-*
Chapter
12
Addressing Competition and Driving Growth
Copyright © 2016 Pearson Education, Inc. 12-*
Learning Objectives
Why is it important for companies to grow the core of their business?
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?
What marketing strategies are appropriate at each stage of the product life cycle?
How should marketers adjust their strategies and tactics during slow economic growth?
Copyright © 2016 Pearson Education, Inc. 12-*
Growth strategiesBuilding your market shareDeveloping committed customers and stakeholdersBuilding a powerful brandInnovating new products, services, and experiencesInternational expansionAcquisitions, mergers, and alliancesBuilding an outstanding reputation for social responsibilityPartnering with government and NGOs
An important function of marketing is to drive growth in sales and revenue for a company. Marketing is especially adept at doing so for a new product with many competitive advantages and much potential. Chapter 2 introduced how companies can grow through expansion with new products and new markets, the detailed
focus of Chapters 8 and 15. Along those lines, Phil and Milton Kotler stress the following strategies.
*
Copyright © 2016 Pearson Education, Inc. 12-*
Growing the Core
Make the core of the brand as distinctive as possible
Drive distribution through both existing and new channels
Offer the core product in new formats or versions
Although many different growth strategies are available to firms, some of the best opportunities come from growing the core—focusing on their most successful existing products and markets. UK marketing guru David Taylor advocates three main strategies, citing these examples:
1. Make the core of the brand as distinctive as possible. Galaxy chocolate has successfully competed with Cadbury by positioning itself as “your partner in chocolate indulgence” and featuring smoother product shapes, more refined taste, and sleeker packaging.
2. Drive distribution through both existing and new channels. Costa Coffee, the number-one coffee shop in the United Kingdom, has found new distribution routes using drive-thro.
BUSI 520Discussion Board Forum InstructionsThreadMarket.docx
BUSI 520
Discussion Board Forum Instructions
Thread
Market: Grubhub
You will create a thread and elaborate to one of the available topics for the forum and how it connects with the market of Grubub.
*Choose a topic below:
-Long-term customer loyalty and relationships
-Global marketing
-The importance of marketing research
-Creating brand equity
The thread must be at least 600 words, reference at least 2 scholarly sources in addition to the course textbook and a biblical integration in current APA format, and demonstrate course-related knowledge.
Copyright © 2016 Pearson Education, Inc. 12-*
Chapter
12
Addressing Competition and Driving Growth
Copyright © 2016 Pearson Education, Inc. 12-*
Learning Objectives
Why is it important for companies to grow the core of their business?
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?
What marketing strategies are appropriate at each stage of the product life cycle?
How should marketers adjust their strategies and tactics during slow economic growth?
Copyright © 2016 Pearson Education, Inc. 12-*
Growth strategiesBuilding your market shareDeveloping committed customers and stakeholdersBuilding a powerful brandInnovating new products, services, and experiencesInternational expansionAcquisitions, mergers, and alliancesBuilding an outstanding reputation for social responsibilityPartnering with government and NGOs
An important function of marketing is to drive growth in sales and revenue for a company. Marketing is especially adept at doing so for a new product with many competitive advantages and much potential. Chapter 2 introduced how companies can grow through expansion with new products and new markets, the detailed
focus of Chapters 8 and 15. Along those lines, Phil and Milton Kotler stress the following strategies.
*
Copyright © 2016 Pearson Education, Inc. 12-*
Growing the Core
Make the core of the brand as distinctive as possible
Drive distribution through both existing and new channels
Offer the core product in new formats or versions
Although many different growth strategies are available to firms, some of the best opportunities come from growing the core—focusing on their most successful existing products and markets. UK marketing guru David Taylor advocates three main strategies, citing these examples:
1. Make the core of the brand as distinctive as possible. Galaxy chocolate has successfully competed with Cadbury by positioning itself as “your partner in chocolate indulgence” and featuring smoother product shapes, more refined taste, and sleeker packaging.
2. Drive distribution through both existing and new channels. Costa Coffee, the number-one coffee shop in the United Kingdom, has found new distribution routes using drive-thro ...
Chapter 12_Addressing Competition and Driving Growth_15 Nov 2022.pptx
This document discusses competitive strategies for different types of companies in a market. It begins by describing a market leader as having the largest market share and usually leading in areas like price changes and new product introductions. It then defines market challengers as trying to increase their market share by attacking the leader, market followers as trying to maintain their status quo, and market nichers as specializing in small market segments. Finally, it provides strategies for market leaders to both expand the total market and defend their market share, such as attracting new customers or increasing usage, and strategies for challengers, followers, and nichers.
Chapter 9 Marketing Strategy
1. The document discusses strategies for market leaders and followers in growing markets. For leaders, it describes maintaining existing customers and capturing new ones to retain market share. Options include fortifying current position (fortress strategy), introducing new brands (flanker strategy), confronting competitors directly, or expanding into new segments.
2. For followers, the objective is to grow faster than the market by taking customers from leaders or other competitors. Followers can directly attack leaders or competitors through frontal assaults or by offering superior technology (leapfrog strategy). Flanking, encircling, and guerrilla tactics are also discussed.
3. Differentiation is key for followers to succeed, through better benefits, service, marketing or price.
9 strategic choice ppt
This document discusses strategic management and strategic choice. It outlines several approaches to strategic choice, including Porter's strategies of cost leadership, differentiation, and focus. It also discusses Ansoff's product/market matrix and strategies based on existing and new products and markets. Other approaches mentioned include Glueck's stability, expansion, and retrenchment strategies, as well as Kotler's strategies based on market leader, challenger, follower, and niche positions. The document provides details on common strategies within each approach and factors to consider when selecting strategies.
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.
Developing marketing strategies and plans(ch 2)
This document discusses marketing management strategies and developing a marketing plan. It covers determining customer value, strategic planning at different organization levels, and what elements a marketing plan should include. The plan development process involves situation analysis, defining objectives and strategies, identifying target markets, and selecting appropriate marketing mix elements. It also discusses assessing growth opportunities, developing goals, and contingency planning.
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 strategy
This document discusses various competitive strategies for market leaders. It describes expanding total market demand through gaining new customers or increasing usage. It also discusses protecting market share through proactive and defensive marketing strategies like position defense, flank defense, preemptive defense, counteroffensive defense, mobile defense, and contraction defense. The document also discusses increasing market share and potential risks to consider. It outlines challenger, follower, and niche strategies and provides examples of each.
REPORTING-GROUP-2-OCTOBER-5-2022.pptx
This document discusses market development strategies. It defines market development as selling existing products to new customer groups. It lists factors to consider like ensuring the target segment needs the product. The importance of market development is explained as diversifying risk and structured market research. Common strategies discussed are geographic expansion, pricing, distribution channels, and attracting competitors' customers. Examples provided are expanding to new areas, upselling existing customers, gaining new users, and attracting competitors' users.
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8B Strategic Product Management - Competitors Present & Future Objectives
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BUSI 520Discussion Board Forum InstructionsThreadMarket.docx
BUSI 520Discussion Board Forum InstructionsThreadMarket.docx
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Chapter 12_Addressing Competition and Driving Growth_15 Nov 2022.pptx
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Marketing Management - Competitive Strategies
- 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
- 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