1. Strategies for Leaders, Challengers, Followers, Nichers

2. Strategies for Market Leaders, Challengers, Followers, Nichers • Market Leader Strategies • Expand total market • new users • new uses • more usage • Defend Market Share • Position Defense • impregnable fortification • Flank Defense • erect outposts to protect weak front

3. Market Leader Strategies (cont) • Preemptive Defense • attack the enemy before he attacks you • Counteroffensive Defense • “wait and see” strategy • Mobile Defense • market broadening and market diversification • Contraction Defense • strategic withdrawal

4. Market Leader Strategies (cont) • Expanding Market Share • must consider: • possible antitrust action • economic cost • pursuit of wrong marketing mix strategy

5. Market Challenger Strategies • Must define strategic objective and opponents(s) • Must choose a general attack strategy • frontal or “head on” • flank or “blind side” • encirclement or “blitz” • bypass or attacking easier markets to broaden resource base • guerrilla or small, intermittent attacks

6. Market Follower Strategies • Counterfeiter • duplicates leader • Cloner • emulates leader • Imitator • copies some features • Adapter • improves on leader

7. Market Niche Strategies • Niche specializations include: • end user • vertical-level • customer size • specific customer • geographic • product/product line/product feature • quality/price • service/channel