2. OUTLINE
I. GROWTH
Growing the Core: Main Strategies | The
Hypothetical Market Structure
II. COMPETITIVE STRATEGIES FOR MARKET
LEADERS
Expanding Total Market Demand | Protect Market
Share | Increase Market Share
III. OTHER COMPETITIVE STRATEGIES
Market Challenger | Market Follower | Market
Nicher
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3. I. GROWTH
Growth is essential for the success of any firm. Thus,
to be a long-term market leader is the goal of any
marketer.
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4. GROWING THE CORE:
MAIN STRATEGIES
1. Make the core of the brand as
2. Drive
3. Offer the core product in
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possible
existing and new channels.
through both
13. C. INCREASE
MARKET SHARE
FACTORS TO CONSIDER
1. Possibility of Antitrust Action
2. Economic Cost
3. Dangers of Wrong Marketing Activities
4. Effect on Actual and Perceived Quality
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16. A. MARKET-CHALLENGER
STRATEGIES
Attack the Market
Leader
Attack similar firms that
are not doing the job
and are underfinanced
Attack small local and
regional firms
Attack the status quo
DEFINE THE STRATEGIC OBJECTIVE
AND OPPONENT(S)
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19. B. MARKET-FOLLOWER
STRATEGIES
A strategy of product imitation might be as
profitable as a strategy of product innovation.
- Theodore Levitt
CLONER
IMITATOR
ADAPTER
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21. C. MARKET-NICHER
STRATEGIES
BE A LEADER IN A SMALL MARKET
THROUGH MULTIPLE NICHING
Create Niches
Expand Niches
Protect Niches
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23. KEY TAKEAWAYS
1. Growing the core is often a prudent way to increase sales and profits .
2. To remain dominant, a market leader looks to expand total demand and protect and perhaps
increase its current share.
3. A market challenger attacks the market leader and other competitors in an aggressive bid for
more market share.
4. A market follower is a runner-up firm willing to maintain its market share and not rock the boat.
5. A market nicher serves small market segments ignored by larger firms. The key is specialization,
which can command a premium price in the process.
6. Companies should maintain a good balance of consumer and competitor monitoring.
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24. REFERENCE
Keller, K. & Kotler, P. (2016). Marketing management. Uttar
Pradesh, India: Pearson India Education Services Pvt. Ltd.
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