Professional Documents
Culture Documents
Dealing
with Competition
Degree of globalization
Competitive Positions in
the Target Market
• Dominant • Tenable :defendable
• Strong • Weak
• Favorable • Nonviable: not correct
Share of heart;
preferring to by from
Market
Challengers
Market Market
Followers Nichers
Slide 18 in
To accompany A Framework for Marketing Management, 2nd Edition
Chapter 8
Designing Competitive
Strategies
• Expanding the Total Market:
• Targeting Product to New Users
• Market-penetration strategy
• New-market strategy
• Geographical-expansion strategy
• Promoting New Uses of Product
• Encouraging Greater Product Use
• Position • Counteroffensive
defense defense
• Flank defense • Mobile defense
• Preemptive • Contraction
defense defense
Encirclement
Bypass Attack
Attack
Guerrilla Warfare
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-25
Designing Competitive
Strategies
Counterfeiter
Cloner
Imitator
Adapter
• Competitor-centered companies
evaluate what competitors are doing,
then formulate competitive reactions
• Customer-centered companies focus on
customer developments when
formulating strategy