Market Challenger Strategies
Defining the Strategic Objective and Opponents
Choosing an Effective attack Strategy
Attack the market leader
High risk but potentially high-payoff strategy
Makes good sense if leader is not serving the market well
Attack firms that are not doing the job and are underfinanced
Market Expansion and Increase in share
Frontal Attack
Attacker’s matches its opponent’s price, advertising methods, price and distribution. The one which has better and more resources wins the market.
Flank Attack Make strategies in such a way that focuses on the weak part of the opponents.
Attackers find that weaknesses and attack on the same to acquire more market
Encirclement Attack
Launching a new product in the market that is very similar to the opponents to capture the wide area of market.
Created by Dipanshu Sehjal, IIIT Allahabad
During a Marketing internship under
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)
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