ef1da23cbc The leader always should block strong offensive moves made by competitors. .. When several companies enter a new market, the one with the larger sales force is likely to become the leader. There often is a significant market share gap between two competitors such that each has approximately a factor of two more market share compared to the next weaker competitor. Orville Redenbacher's Gourmet Popping Corn and Haagen-Daz super-premium ice cream are examples of products that successfully positioned themselves in the high-price category. Datril was to be priced 35% lower than Tylenol.
An offensive strategy is appropriate for a firm that is number 2 or possibly number 3 in the market. For this reason, the attackers require a much larger force to overcome the defensive positions. Once consumers already have in their minds that a product is number one, it is extremely difficult for another product, even if superior, to take over that number one place in the consumer's mind. The organization needs a strong marketing "general" to formulate the strategy from the tactical realities. For most companies, guerrilla marketing is the appropriate strategy simply because in most industries only a small percentage of firms are large enough to pursue defensive, offensive, or flanking strategies. Are we at war? No, were the marketing department, guerilla-style. Flanking is not a low-risk strategy. For example, the leader may charge a premium price and the price may appear to be a weakness. Finished 0 0 0 Favorite Share Buy the book Comment on this summary Post Sign in to share your opinion More on this topic By the same authors Book Repositioning Jack Trout and Steve Rivkin McGraw-Hill, 2009 (6) Book In Search of the Obvious Jack Trout Wiley, 2008 (8) Book The 22 Immutable Laws of Marketing Al Ries and Jack Trout Profile Books, 1994 (8) Book Trout on Strategy Jack Trout McGraw-Hill, 2004 (8) Book A Genie's Wisdom Jack Trout Wiley, 2003 (5) Book Big Brands, Big Trouble Jack Trout Wiley, 2001 (9) Book The Power of Simplicity Jack Trout and Steve Rivkin McGraw-Hill, 1999 (8) Book Positioning: The Battle For Your Mind Jack Trout and Al Ries McGraw-Hill, 2001 (9) Book Differentiate or Die Jack Trout and Steve Rivkin Wiley, 2000 (9) Book The New Positioning Steve Rivkin and Jack Trout McGraw-Hill, 1996 (8) Customers who read this summary also read Book Visibility Marketing David Avrin Career Press, 2016 (7) Book How Cool Brands Stay Hot Joeri Van den Bergh and Mattias Behrer Kogan Page, 2016 (8) Book Kapferer on Luxury Jean-Nol Kapferer Kogan Page, 2015 (8) Book X Brian Solis Wiley, 2015 (8) More by category Marketing Strategy Branding & Positioning . The moves that were unsuccessful were those that extended the product line and that copied McDonald's.
Philbali replied
463 weeks ago