36290119-Challengers-Nichers.ppt - Definition A runner-up firm in an industry that is fighting hard to increase market share Competitive position Market

36290119-Challengers-Nichers.ppt - Definition A runner-up...

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Definition: A runner-up firm in an industry that is fighting hard to increase market share Competitive position: Market challenger: 30%
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Mind should be different from leader. Speed. Cut the flab. Be different, stand for SOMETHING. Innovative power.
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“The enemy advances, we retreat. When they camp, we harass. When they are tired, we attack, When they retreat, we pursue”.
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Cannot win just by imitating the leader. Attack the market leader strengths rather than it’s weaknesses. Indirectly attacking weaknesses or gaps in the market coverage.
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24*7 Restless No room for complacency Life ???
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It can attack the market leader It can attack firms of its own sizes It can attack small local & regional firms
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Types of Attack Strategies: Frontal attack Flank attack Encirclement attack Bypass attack Guerrilla attack
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The challenger has sufficient fire-power and staying power, and The challenger has clear distinctive advantage(s) e.g. Japanese and Korean firms like LG and Samsung launched frontal attacks in various ASPAC countries through quality, price and low cost
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  • Fall '16
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