Please enable JavaScript.
Coggle requires JavaScript to display documents.
Addressing Competition & Driving Growth - Coggle Diagram
Addressing Competition & Driving Growth
Growth
Growing the Core
Make the core fo the brand as distinctive as possible
Drive distribution through both existing & new channels
Offer the core product in new formats or versions
Strategies for Market Leaders
Expanding Total Market Demand
New Customers
Market-Penetration Strategy
New-Market Segment Strategy
Geographical-Expansion Strategy
Protecting Market Share
Proactive Marketing
Anticipative Marketer
Creative Marketer
Defensive Marketing
Position defense
Flank Defense
Preemptive Defense
Counteroffensive Defense
Mobile Defense
Contraction Defense
Increasing Market Share
The possibility of provoking antitrust action
Economic cost
Danger of pursuing the wrong marketing activities
Effect of increased market share on actual & perceived quality
Competitive Strategies
Market Challenger Strategies
Define Objective & Opponent(s)
Choose General Attach Strategy
Frontal
Flank
Encirclement
Bypass
Guerrilla
Market-Follow Strategies
Cloner
Imitator
Adapter
Market-Niche Strategies
Product Life-Cycle Marketing Strategies
Product Life Cycles
Introduction
Growth
Maturity
Decline
Style, Fashion, & Fad Life Cycles
Growth-Slumpp-Maturity Pattern
Cycle-Recycle Pattern
Scalloped Pattern
Marketing in a Slow-Growth Economy
Explore Upside of Increasing Investment
Get closer to customers
Review Budget Allocations
Put forth compelling value proposition
Fine-Tune brand & product offerings