Upload
asri-aini
View
1.233
Download
29
Tags:
Embed Size (px)
DESCRIPTION
How can market leaders expand the total market and defend market share
Citation preview
CHAPTER 11
COMPETITIVE DYNAMICS
• 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?
Figure 11.1 Hypothetical Market Structure
10%MarketNichers
20%Market
Follower
30%Market
Challenger
40%MarketLeader
Expanding the Total Market
New customersNew customers
More usageMore usage
Protecting Market Share
Proactive MarketingDefensive Marketing
Figure 11.6 Six Types of Defense Strategies
Other Competitive Strategies
Market Challengers
Market Nichers
Market Followers
Market Challenger Strategies
• Define the strategic objective and opponents• Choose a general attack strategy• Choose a specific attack strategy
General Attack Strategies
Frontal Attack
Encirclement Attack
Bypass Attack
Flank Attack
Guerrilla Warfare
Specific Attack Strategies
• Price discounts• Lower-priced goods• Value-priced goods• Prestige goods• Product
proliferation• Product innovation
• Improved services• Distribution
innovation• Manufacturing-cost
reduction• Intensive
advertising promotion
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adapter
Niche Specialist Roles
• End-User Specialist• Vertical-Level Specialist• Customer-Size Specialist• Specific-Customer Specialist• Geographic Specialist
• Product-Line Specialist• Job-Shop Specialist• Quality-Price Specialist• Service-Specialist• Channel Specialist
Product Life Cycle Marketing Strategies
Product Life Cycle• Introduction• Growth• Maturity• Decline