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C11: Competitive dynamics (Competitive strategies (Defensive marketing…
C11: Competitive dynamics
Competitive strategies
Protecting market share
Proactive marketing
Defensive marketing
Position defense
Flank defense
Preemptive Defense
Counteroffensive defense
Mobile defense
Contraction defense
Increasing market share
Front attack, Flak attack, Encirclement attack, Bypass attack, Guerrilla atack
Market nicher strategies
Ex: Zippo, Digicel
Market evolution
Markets evolve through four stages:
emergence, growth, maturity, and decline
The key to nichemanship
is specialization. Nichers develop offerings to fully meet a certain group of customers’ needs, commanding a premium price in the process
Put forth the most compelling value proposition, and fine-tune brand and product offerings.
Ex: Samsung, IBM