Competitive Dynamics Marketing Management

1. HOW SHOULD MARKET CHALLENGERS
ATTACK MARKET LEADERS

2. MARKET-
CHALLENGER
STRATEGIES
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3. MARKET-
CHALLENGER
STRATEGIES
 Defining the Strategic Objective and Opponents
 Choosing a GeneralAttack Strategy
 Choosing a SpecificAttack Strategy
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4. DEFINING THE
STRATEGIC
OBJECTVE AND
OPPONENTS(S)
 It can attack the Market Leader
 It can attack firms its own size that are not doing the job and are
underfinanced
 It can attack small local and regional firms
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5. CHOOSINGA
GENERAL
ATTACK
STRATEGY
Frontal Attack
FlankAttack
EncirclementAttack
BypassAttack
GuerrillaAttack
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6. CHOOSINGA
SPECIFIC
ATTACK
STRATEGY
 Any aspect of marketing can serve as basis for attack
 Lower priced products
 Discounted products
 New or improved products and services
 Wide variety of offerings
 Innovative distribution strategies etc.
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7. CREDITS
All Photos are taken from google images and Book on ‘Marketing
Management’ by Kotler
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8. THANKYOU
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