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Strategies for Market Leadership & Niching

Learn about strategic approaches for market leaders, challengers, followers, and nichers to gain a competitive edge. Understand the importance of customer and competitor orientations in marketing management.

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Strategies for Market Leadership & Niching

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  1. Marketing Management 3Miss/ EmanElfar Section 2 Spring 2017/2018

  2. Strategies for Market Leaders, Challengers, Followers, and Nichers

  3. Market Leader Strategies

  4. Market Challenger Strategies There are tow basic strategies market challenger follow: • Challenge the leader with an aggressive bid (offers) for more market share • Play along with competitors and not rock the boat

  5. Market Follower Strategies Second mover advantageoccurs when a market follower observes what has made the leader successful and improves on it • Challenges firms its own size or smaller

  6. Market Nicher Strategies Ideal market niche is big enough to be profitable with high growth potential and has little interest from competitors Key strategies to market niching is specialization in: • Market • Customer • Product • Marketing mix

  7. Balancing Customer and Competitor Orientations Companies need to continuously adapt strategies to face changes in the competitive environment There are three basic orientation :- • Competitor-centered company • Customer-centered company • Market-centered company

  8. Balancing Customer and Competitor Orientations

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