Objective 2 : Explain the fundamentals of competitive marketing strategies based on creating value for customers. (pp 555-565)
Which competitive marketing strategy makes the most sense depends on the company’s industry and on whether it is the market leader, challenger, follower, or nicher. The market leader has to mount strategies to expand the total market, protect market share, and expand market share. A market challenger is a firm that tries aggressively to expand its market share by attacking the leader, other runner-up companies, or smaller firms in the industry. The challenger can select from a variety of direct or indirect attack strategies.