How should market challengers attack market leaders?

Decide whom to attack?

Market challenger can attack

Market leader

Regional firms

Can attack its own size firms which are less active

Toyota replacing GM

Choosing general attack strategy

Encirclement Attack

Challenger commands superior resource

Bypass Attack

Offers three lines of approach:

Pepsi used bypass strategy against coke

2.Diversifying into unrelated products

3.Leaf frogging into new technology

1.New geographical market

Identifying shifts &filling the gaps

With less resource ;we get more succeed than frontal

Guerrilla Attack

Contains intermittent attacks, intense promotional blitzes including selective price cuts

Expensive; only for bypass attack.

Sameer Mathur

MBASkills.in

Indian institute of Management Lucknow

Marketing professor 2013-

Marketing professor 2009-13

Ph.D and MS(marketing)2003-2009

Madhusudan DahalNational Institute of Technology Surat

intern