How should market challengers attack market leaders ?

1. Competitive Dynamics
How should market challengers
attack market leaders ?

2. Market Challenger Strategies
Types of

3. Defining the Strategic
Objective and Opponents
WAY 1
• It can attack the Market Leaders
• It can attack Firms its own size
• It can attack small Local and
Regional Firms

4. WAY 2
Choosing an Attack
Strategy
• Frontal Attack
• Flank Attack
• Encirclement Attack
• Bypass Attack
• Guerrilla Attack

5. Paras Pharmaceuticals
Began as a Regional Player

6. Choose a Target Specific Attack
Strategy
• Define Mode of Attack
• Define the Opponent

7. These slides were created by Archit Raj, IIT
Delhi, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )