Challengers are companies that are successfully developing and striving to increase their market share.
The main type of challenger strategy is the offensive strategy.
Challengers can attack:
Market leader.
A similar challenger company.
Smaller company.
Challenger marketing strategies are of the following types:
frontal attack (when the challenger attacks the leader in all his positions),
flank offensive (concentration of efforts on the weaknesses of a competitor),
bypass offensive (this strategy is designed for the long term; its variation is the strategy of the "guerrilla" offensive).
These strategies are achieved through the introduction of certain competitive advantages, which are mainly related to:
price,
quality,
price/quality,
using a wide range of products
best service,
reduction in production costs.
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