Pertemuan Keduapuluhdua
Marketing Strategies for Growth
Markets
1
Opportunities and Risks in Growth
Markets
• Opportunities for future profits:
– It is easier to gain share when market is
growing
– Share gains are worth more in a growth
market than in a mature market
– Price competition is likely to less intense
– Early participation in a growth market is
necessary to make sure that the firm keeps
pace with the technology
2
Marketing Objectives for Share
Leaders
•
•
•
•
Maintaining/improving satisfaction and loyalty
Encouraging/simplifying repeat purchase
Reducing attractiveness of switching
Stimulate selective demand among later
adopters by:
– Head-to-head positioning against competitive
offerings
– Differentiated positioning against competitive offerings
3
Strategic Choice for Share
Leaders in Growth Markets
• Confrontation strategy:
– Proactive
– Reactive
• Contraction or strategic withdrawal
• Market expansion
• Flanker strategy:
– Proactive
– reactive
4
Deciding Whom To Attack?
• Attack the market share leader within its
primary target market
• Attack another follower who has an
established position within a major market
segment
• Attack one or more smaller competitors
who have only limited resources
• Avoid direct attacks on any established
competition
5
Conclusions
• If the market leader wants to maintain its
number-one share position as the product
category moves through rapid growth, it
must focus on two important objectives:
retaining its current customers and
stimulating selective demand among later
adopters.
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