How should market challengers attack market leaders? Decide whom to attack?
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How should market challengers attack market leaders?
Decide whom to attack?
Market challenger can attack
Market leader
Regional firms
Can attack its own size firms which are less active
Toyota replacing GM
Choosing general attack strategy
Encirclement Attack
Challenger commands superior resource
Bypass Attack
Offers three lines of approach:
Pepsi used bypass strategy against coke
2.Diversifying into unrelated products
3.Leaf frogging into new technology
1.New geographical market
Identifying shifts &filling the gaps
With less resource ;we get more succeed than frontal
Guerrilla Attack
Contains intermittent attacks, intense promotional blitzes including selective price cuts
Expensive; only for bypass attack.
Sameer Mathur
MBASkills.in
Indian institute of Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-2009
Madhusudan DahalNational Institute of Technology Surat
intern
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