Course Code: MKT401

Course Title: Marketing Management

Lecture : Competitive Dynamics

Week No: 12

Reference Book: Marketing Management by Kotler

Keller (14 edition)
Department of Business Administration
Contents of Presentation

• 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?
• What marketing strategies are appropriate at each stage of the
product life cycle?
Figure 11.1
Hypothetical
Market Structure
Expanding the Total Market

New Customer

More usage
Protecting Market Share
Proactive Marketing
Defensive Marketing
Figure 11.2 Types of
Defense Strategies
Other Competitive Strategies

Market
Challengers

Market Market
Followers Nichers
Market Challenger Strategies
• Define the strategic objective and opponents
• Choose a general attack strategy
• Choose a specific attack strategy
General Attack Strategies
• Frontal attack
• Flank attack
• Encirclement attack
• Bypass attack
• Guerilla warfare
Specific Attack Strategies
• Price discounts • Improved services
• Lower-priced goods • Distribution innovation
• Value-priced goods • Manufacturing-cost reduction
• Prestige goods • Intensive advertising
• Product proliferation promotion
• Product innovation
Market Follower Strategies
Market Nicher Strategies
Changing Brand Course

Market Modification

Product Modification

Marketing Program Modification

 For Review
• 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?
• What marketing strategies are appropriate at each stage of the
product life cycle?
Reference No. 01 Topic: Expanding the total Market & Protect the Share
Reference No. 02 Topic: Types of Defensive Strategies
Reference No. 03 Topic: General Attacking Strategies
Reference No. 04 Topic: Changing Brand Course
References / Resources

1. P.Kotler, and K.Keller (2012). Marketing Management, New jersey, United State America:
Pearson Education , Chapter No.11, Competitive Dynamics , Page No.298-323.

2. Retrieved from : https://www.slideshare.net/iiminternship103/q4-48657714

3. Retrieved from : https://prezi.com/ppqtinhcfi9f/competitive-dynamics/

4. Retrieved from :
https://wps.pearsoned.ca/ca_ph_kotler_marketmgmt_14/234/60149/15398183.cw/inde
x.html