A. Expanding total market, through
1. More Usage/consumption
The dominant company will gain the most when the consumers increase the quantity or frequency of consumption.
Heinz will gain more profits if the American consumers increase their consumption of Ketchup.
How to increase the Usage/Consumption??
Larger packages have been shown to increase the amount of product consumed at one time.
Increasing the availability of the product will increase its consumption, especially for soft drinks and snacks.
Tying the product to a certain occasion, such as Nescafe in the morning or Coke during football matches.
Objectives & Strategies of Market Leader
A. Expanding total market, through
2. New Customers
The dominant company will gain the most when the number of new customers increases.
Strategies to attract new customers
Offer discounts or promotions to encourage trial and adoption.
Expand distribution channels to reach new markets and demographics.
Invest in marketing and advertising campaigns targeting specific customer segments.
Improve product visibility and brand reputation through endorsements and partnerships.
Enhance the customer experience through excellent service and personalized interactions.
Leverage social media and online platforms to engage with potential customers and create brand awareness.
Objectives & Strategies of Market Leader
A. Expanding total market, through
3. Market Penetration
The dominant company aims to increase its market share within the existing market.
Strategies for market penetration
Lowering prices to attract price-sensitive customers.
Introducing product variations or extensions to cater to different customer needs.
Increasing promotional activities to create higher brand awareness and attract customers from competitors.
Offering additional services or benefits to incentivize customers to switch from competitors.
Strengthening relationships with existing customers through loyalty programs and personalized offers.
Objectives & Strategies of Market Leader
B. Maintaining Competitive Advantage
The dominant company must continuously strive to stay ahead of competitors.
Strategies to maintain competitive advantage
Investing in research and development to innovate and introduce new product features.
Improving production efficiency and cost-effectiveness to offer competitive prices.
Differentiating the brand through superior quality, unique design, or customer-centered innovations.
Providing exceptional customer service and after-sales support.
Building strong relationships with suppliers to ensure a reliable and efficient supply chain.
Continuously monitoring the market and adapting strategies to changing customer preferences and market trends.
Objectives & Strategies of Market Leader
C. Expanding into New Markets
The dominant company aims to enter new geographic markets or target new customer segments.
Strategies for expanding into new markets
Conducting market research to identify potential opportunities and assess market potential.
Adapting products or services to meet the specific needs and preferences of the new market.
Establishing strategic partnerships or alliances with local distributors or retailers.
Investing in localized marketing and advertising campaigns to create brand awareness.
Ensuring compliance with local regulations and cultural sensitivities.
Building a strong distribution network to reach customers in the new market effectively.
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