Marketing competitive strategies

Marketing competitive strategies are distinguished according to different criteria.

Arthur Little (American marketer) identifies the following competitive marketing strategies:

leader strategies,

strategies of companies with a strong position,

strategies of companies that are in a favorable position,

strategies of companies that are in a satisfactory position,

strategies of companies that are in an unsatisfactory position.

M. Porter identifies such marketing competitive strategies:

price leadership strategies

differentiation strategy,

concentration strategy.

F. Kotler identifies the following competitive marketing strategies:

market leader strategy

challenger strategy,

follower strategy,

nicher strategy.

Market leaders are the companies that hold the largest market share in a particular market.

Challengers are companies that occupy the second and third positions in the market, develop rapidly and set themselves the goal of increasing their market share.

Followers are companies that successfully operate on the market, the marketing direction of which is not to win market championship (unlike challengers), but to maintain and protect their market share.

Nishers are companies that serve small segments of the market that are left out of the attention of large enterprises (using a market niche strategy).