Strategies for Leaders, Challengers, Followers, Nichers
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Strategies for Leaders, Challengers, Followers, Nichers. Strategies for Market Leaders, Challengers, Followers, Nichers. Market Leader Strategies Expand total market new users new uses more usage Defend Market Share Position Defense impregnable fortification Flank Defense
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Strategies for Leaders, Challengers, Followers, Nichers

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Slide 1

Strategies for Leaders, Challengers, Followers, Nichers

Slide 2

Strategies for Market Leaders, Challengers, Followers, Nichers

  • Market Leader Strategies

    • Expand total market

      • new users

      • new uses

      • more usage

    • Defend Market Share

      • Position Defense

        • impregnable fortification

      • Flank Defense

        • erect outposts to protect weak front

Slide 3

Market Leader Strategies (cont)

  • Preemptive Defense

    • attack the enemy before he attacks you

  • Counteroffensive Defense

    • “wait and see” strategy

  • Mobile Defense

    • market broadening and market diversification

  • Contraction Defense

    • strategic withdrawal

Slide 4

Market Leader Strategies (cont)

  • Expanding Market Share

    • must consider:

      • possible antitrust action

      • economic cost

      • pursuit of wrong marketing mix strategy

Slide 5

Market Challenger Strategies

  • Must define strategic objective and opponents(s)

  • Must choose a general attack strategy

    • frontal or “head on”

    • flank or “blind side”

    • encirclement or “blitz”

    • bypass or attacking easier markets to broaden resource base

    • guerrilla or small, intermittent attacks

Slide 6

Market Follower Strategies

  • Counterfeiter

    • duplicates leader

  • Cloner

    • emulates leader

  • Imitator

    • copies some features

  • Adapter

    • improves on leader

Slide 7

Market Niche Strategies

  • Niche specializations include:

    • end user

    • vertical-level

    • customer size

    • specific customer

    • geographic

    • product/product line/product feature

    • quality/price

    • service/channel


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