103477082-Market-Challengers-Strategies.pptx - MARKET CHALLENGERS STRATEGIES By GROUP 8 WHO IS MARKET CHALLENGER A market challenger is a firm in a

103477082-Market-Challengers-Strategies.pptx - MARKET...

This preview shows page 1 - 7 out of 19 pages.

MARKET CHALLENGERS & STRATEGIES By GROUP 8
Image of page 1

Subscribe to view the full document.

A market challenger is a firm in a strong, but not dominant position that is following an aggressive strategy of trying to gain market share . It typically targets the industry leader (for example, Pepsi targets Coke), but it could also target smaller, more vulnerable competitors. WHO IS MARKET CHALLENGER ?
Image of page 2
Assess the strength of the target competitor. Find a weakness in the competitor’s strength and attack at that point. Choose only one target at a time. Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place. Launch the attack quickly , then consolidate. The Fundamental Principles of Market Challengers
Image of page 3

Subscribe to view the full document.

A market challenger must define its strategic objective. Most aim to increase market share. The challenger must decide whom to attack : It can attack the market leader. It can attack small local and regional firms. It can attack firms of its own size that are not doing the job & are underfinanced. Defining Strategic Objective and Opponents
Image of page 4
Given clear opponents an objective, what options are available in attacking an enemy? We can make progress by imaging at opponent who occupies a certain market territory. We distinguish among five attack strategies: Choosing a general attack strategy
Image of page 5

Subscribe to view the full document.

When a company attacks the opponents strengths rather than its weaknesses. The outcome depends on who has the more strength and endurance. There are many types of frontal attacks including : A pure frontal attack : It involves matching a competitors product in all areas of marketing . Limited frontal attack : A limited frontal attack focuses on specific customers.
Image of page 6
Image of page 7
  • Fall '16
  • faheem

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask bonus questions You can ask questions ( expire soon) You can ask questions (will expire )
Answers in as fast as 15 minutes