Strategies for Leaders, Challengers, Followers, Nichers

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Strategies for Market Leaders, Challengers, Followers, Nichers. Market Leader StrategiesExpand total marketnew usersnew usesmore usageDefend Market SharePosition Defenseimpregnable fortificationFlank Defenseerect outposts to protect weak front. Market Leader Strategies (cont). Preemptive Defenseattack the enemy before he attacks youCounteroffensive Defense
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Strategies for Leaders, Challengers, Followers, Nichers

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1. Strategies for Leaders, Challengers, Followers, Nichers

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

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

4. Market Leader Strategies (cont) Expanding Market Share must consider: possible antitrust action economic cost pursuit of wrong marketing mix strategy

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

6. Market Follower Strategies Counterfeiter duplicates leader Cloner emulates leader Imitator copies some features Adapter improves on leader

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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