Competition Essay Example | Topics and Well Written Essays - 500 words - 2

Competition - Essay Example Market leaders possess the biggest market segment; they lead in price determination, constantly avail new product and services and immensely occupy distribution channels and promotions. In an effort to capture and expand their entire market share, prevailing organization must put, in place attack techniques, to protect their current business. Kotler & Keller (2012) demonstrates that due to varying marketing circumstances, long-term market leaders, have to redesign continuously and restructure their marketing strategies depending on market conditions and levels of their product life cycle. The best way to attack a category leader is to avoid a head-on assault and adopt a flanking movement; this is when the challenger attacks point of weakness in the leaders’ defense. According to Kotler & Keller (2012), flank attack strategy is appropriate and best suitable to a competitor who lacks depth in resources; the marketer has to recognize areas where category leader shows weaknesses and fails to perform with a view of capitalizing on the gaps. A good example is the â€Å"Independent News & Media Company†, which exceedingly sells newspapers and magazines titles in thriving economic regions while overpowering the internet, its main competitor that boost vast numbers of newspaper readers and advertisers. Further, marketers can employ the front attack strategy in dealing with category leaders by discovering uncovered market demands. For instance, Ariat’s Cowboy Boots has faced challenges presented to its target market as a result of key category leaders such as Justin boots by designing boots, which are not only comfortable, but also used for sporting. Moreover, Groucutt, Leadley & Forsyth (2006) elucidates that, market leaders can identify u nattended market needs that originate from market shifts by creating market openings in the category leaders. The authors cite an example