1 Pertemuan Keduapuluhdua Marketing Strategies for Growth Markets

2 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

3 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

4 Strategic Choice for Share Leaders in Growth Markets Confrontation strategy: –Proactive –Reactive Contraction or strategic withdrawal Market expansion Flanker strategy: –Proactive –reactive

5 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

6 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.