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    Marketing Management - Dealing With Competition

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    jetstorm2001
    This document discusses strategies for dealing with competition in the marketplace. It begins by asking questions about how to identify primary competitors and analyze their strategies, objectives, strengths, and weaknesses. It then outlines the competitive forces that influence an industry. The rest of the document provides advice on strategies for market leaders to expand market share and defend their position, strategies for market challengers to attack leaders, and strategies for followers and niche players to compete effectively. Key recommendations include expanding into new customer segments or increasing usage to grow the total market.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing Management - Dealing With Competition

    Uploaded by

    jetstorm2001
    102 views18 pages
    This document discusses strategies for dealing with competition in the marketplace. It begins by asking questions about how to identify primary competitors and analyze their strategies, objectives, strengths, and weaknesses. It then outlines the competitive forces that influence an industry. The rest of the document provides advice on strategies for market leaders to expand market share and defend their position, strategies for market challengers to attack leaders, and strategies for followers and niche players to compete effectively. Key recommendations include expanding into new customer segments or increasing usage to grow the total market.

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    Marketing Management_dealing With Competition

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    This document discusses strategies for dealing with competition in the marketplace. It begins by asking questions about how to identify primary competitors and analyze their strategies, objectives, strengths, and weaknesses. It then outlines the competitive forces that influence an industry. The rest of the document provides advice on strategies for market leaders to expand market share and defend their position, strategies for market challengers to attack leaders, and strategies for followers and niche players to compete effectively. Key recommendations include expanding into new customer segments or increasing usage to grow the total market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    102 views18 pages

    Marketing Management - Dealing With Competition

    Uploaded by

    jetstorm2001
    This document discusses strategies for dealing with competition in the marketplace. It begins by asking questions about how to identify primary competitors and analyze their strategies, objectives, strengths, and weaknesses. It then outlines the competitive forces that influence an industry. The rest of the document provides advice on strategies for market leaders to expand market share and defend their position, strategies for market challengers to attack leaders, and strategies for followers and niche players to compete effectively. Key recommendations include expanding into new customer segments or increasing usage to grow the total market.

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    You are on page 1of 18

    MARKETING MANAGEMENT

    9
    Dealing with Competition

    By:-

    • Aniruddha.G
    • Ranjit Brave
    • Tejas Kamat Ghanekar
    • Piyush Sharma
    • Alexander Peter
    1
    Chapter Questions
     How do marketers identify primary
    competitors?
     How should we analyze competitors’ strategies,
    objectives, strengths, and weaknesses?
     How can market leaders expand the total
    market and defend market share?
     How should market challengers attack market
    leaders?
     How can market followers or nichers compete
    effectively?
    9-2
    Competitive forces

     Potential entrants
     Suppliers
     Buyers
     Industry competitors
     Substitutes

    9-3
    IDENTIFYING COMPETITORS

    4
    Analyzing Competitors
     Strategies
     Objectives
     Strengths & weaknesses
     Share of market
     Share of mind
     Share of heart

    5
    Commercial and
    Individual Users Industrial Educational

    Personal DELL
    Computers

    Hardware
    Accessories

    software

    6
    Analyzing Competitors
     Selecting competitors
     Strong Vs weak
     Close sources distant
     Good Vs bad
     Selecting customers

    7
    COMPETITIVE STRTEGIES FOR
    MARKET LEADERS
     EXPANDING THE TOTAL MARKET
     New customers
     More usage

    8
    Expanding the Total Market
     New customers
     More usage

    9-9
    COMPETITIVE STRTEGIES FOR
    MARKET LEADERS
     Defending market share

    Flank

    Preemptive
    Position
    Contraction
    ATTACKER Counteroffensive
    DEFENDER

    Mobile

    9-10
    COMPETITIVE STRTEGIES FOR
    MARKET LEADERS
     Expanding market share
     Possibility of provoking antitrust action
     Economic cost
     Pursuing the wrong marketing-mix strategy
     The effect of increased market share on actual and
    perceived quality

    11
    Other Competitive Strategies
     Market challengers
     Market followers
     Market nichers

    9-12
    Market Challenger Strategies
     Define the strategic objective and opponents
     Choose a general attack strategy
     Choose a specific attack strategy

    9-13
    General Attack Strategies
     Frontal attack
     Flank attack
     Encirclement attack
     Bypass attack
     Guerrilla warfare

    9-14
    15
    Market Follower Strategies
     Counterfeiter
     Cloner
     Imitator
     Adaptor

    9-16
    MARKET NICHER STRATEGIES

    17
    Balancing Orientations
     Competitor-centered
     Customer-centered

    9-18

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