Market Leader Strategies

Expand total market

new users
new uses
more usage

Defend Market Share

Position Defense
impregnable fortification

Flank Defense
erect outposts to protect weak front

Preemptive Defense
attack the enemy before he attacks you

Counteroffensive Defense
wait and see strategy

Mobile Defense
market broadening and market diversification

Contraction Defense
strategic withdrawal

Expanding Market Share

must consider:
possible antitrust action
economic cost
pursuit of wrong marketing mix strategy

Must define strategic objective and

opponents(s)
Must choose a general attack strategy

frontal or head on
flank or blind side
encirclement or blitz
bypass or attacking easier markets to broaden
resource base
guerrilla or small, intermittent attacks

Counterfeiter
duplicates leader

Cloner
emulates leader

Imitator
copies some features

Adapter
improves on leader

Niche specializations include:

end user
vertical-level
customer size
specific customer
geographic
product/product line/product feature
quality/price
service/channel

You attract by building know, like and trust:

You must know whom you are ideally suited to attract
You must be able to communicate a difference that
makes you stand out
You must create content that addresses a need of a
narrowly defined customer
You must advertise and generate word of mouth buzz
surrounding your content
You must be in so many places and linked to so many
sources that you are easily found
You must build a team of strategic partners, sponsors
and customer champions willing to help prospects
find you

You retain customers by focusing on repeat and

referral
You must study every potential customer contact
point and turn it into a remarkable experience
You must develop a customer orientation process
as part of your lead conversion process
You must communicate fully, often and truthfully
during transactions and service
You must build follow-up routines that include
opportunities to share additional education,
training and content

You must create a process that allows you to

measure and communicate the value you
product or service has delivered to a customer
You must stop what you are doing often and
show appreciation fully
You must find ways to bring your customers
together and facilitate building community for
them
You must expect to receive a referral from
100% of your customers and help them bring
value to others they would like to help