John’s company currently has a 40% share of a million unit market. The current price for his product is $100, but in a direct attempt to gain market share a competitor, his is considering lowering the price of his company’s product by 10% in a attempt to increase market share to 50%. Marketing expenses and cost per unit will remain at the level of 15% of sales and $70, respectively.
1. Mini-Case Question. What type of competitive strategy is John considering in the pursuit of increasing market share?
a) Market-based strategy
b) Inside the box strategy
c) Oblique strategy
d) Frontal attack strategy
e) Benchmarking strategy
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