This document discusses strategies for pioneers and followers in growth markets. For pioneers, the primary objective is share maintenance through retaining existing customers and capturing new customers. Strategic options for pioneers include fortress defense, flanker defense, confrontation, market expansion, and contraction. For followers, the objective is to build share faster than market growth by stealing customers from competitors and gaining more new customers. Strategic options for followers include frontal attack, leapfrog, flank attack, encirclement, and guerrilla attacks. The best strategy depends on circumstances and competitors' strengths. Differentiation is important for followers to capture customers.