Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Strategies for
New and
Growing
Markets
McGraw-Hill/Irwin
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Take-Aways
Being the pioneer in a new product or
service category gains a firm a number of
potential advantages. But not all pioneers
are able to sustain a leading position in the
market as it grows.
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Take-Aways
Some pioneers attempt to penetrate the
mass market and remain the share leader
as that market grows.
The appropriate strategy to adopt depends on
the firms resources and competencies, the
strength of likely competitors, and the
characteristics of the product and its target
market.
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Take-Aways
If a market leader wishes 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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Take-Aways
For a challenger to increase its market
share relative to the leader, it must
differentiate its offering by delivering
superior product benefits, better service,
or a lower price than the leader.
Challenging a leader solely on the basis of
price is a highway to disaster, however,
unless the challenger has a sustainable
cost advantage.
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