VARIOUS PLAYERS IN A MARKET

ROLE OF A FIRM IN A TARGET MARKET MARKET LEADER MARKET CHALLENGER MARKET FOLLOWER MARKET NICHERS E.g. toothpaste industry MARKET LEADER : COLGATE 50% MARKET CHALLENGER : HUL 28% ( Close up 17%, Pepsodent 11% ) MARKET FOLLOWER : DABUR 10% (red toothpaste, meswak, babool ) http://www.dnaindia.com/money/report_procter-and-gamblecould-stir-up-oral-care-segment-with-its-toothpaste-brandcrest_1364974

COMPETITIVE STRATEGIES
MARKET LEADERS Expanding the total market New customers e.g. Mc Donalds : geographical expansion strategy More usage e.g. Dairy milk : meetha hai khana aaj pehli tareekh hai Defending market strategy Position defense e.g. nescafe (gold range, expresso, premium range, specialities like cuppuccino ) e.g. Mercedes was using a position defense strategy until Toyota launched a frontal attack with its Lexus. Flank defense e.g. Brittania ( 50-50, time pass, little hearts) Peemptive defense e.g. Counter offensive defense e.g. Toyota launched the Lexus to respond to Mercedes attack Mobile defense e.g. ITC Ltd. Cigarette, processed food, garments

CONTD..
Contraction defense e.g. P & G withdrew super soaker from detergents e.g. Indias TATA Group sold its soaps and detergents business units to Unilever in 1993 Expanding market share MARKET CHALLENGER STRATEGIES Defining the strategic objective and opponents Attack market leader Attack firms of its own size that are not doing the job and are underfinanced Attack small local and regional firms Choosing a general attack strategy Frontal attack Flank attack

Contd..
Encirclement attack Bypass attack e.g. Pepsi use a bypass attack strategy against Coke in China by locating its bottling plants in the interior provinces Guerilla warfare Choosing a specific attack strategy MARKET FOLLOWER STRATEGIES Counterfeiter Cloner e.g. the IBM PC clones Imitator e.g.Product innovationSony Product-imitation--Panasonic Adapter MARKET NICHER STRATEGIES Create niches Expand niche Protect niche e.g. Nike constantly created new niches--cycling, walking, hiking etc

MOBILE HANDSET INDUSTRY

KEY PLAYERS OF THE INDUSTRY ( 2004- 05) Market leader : NOKIA 55.15% Market challenger : LG 11.72% Third : Samsung 10.5% Market follower : Motorola 8.57%, Sony Ericsson etc.

Mobile Handsets: GSM ( 84% market share)

MOBILE HANDSET INDUSTRY

Mobile Handsets: CDMA (16% Market share)

http://www.coai.com/docs/COAI%20News%20flash%20Indian%20Mobile%20Handset%20Market.pdf

MOBILE HANDSET INDUSTRY

KEY PLAYERS OF THE INDUSTRY ( 2009-10) Market leader nokia 54.1% Market challenger samsung 9.7% LG 6.4% other new brands 12.3% Local players 17.5 ( micromax, spice, karbonn mobiles, videocon, Lava) http://www.fonearena.com/blog/14770/nokia-india-has-54-1-percentmarket-share-over-100-million-phones-sold-in-2009-in-india.html KEY PLAYERS OF THE INDUSTRY ( current : 2010 Q3 ) Market leader (NOKIA with 31.5 % market share in q3 of 2010 ) Chinese gfive 10.3% Samsung 8.2% Market nicher http://www.medianama.com/2011/01/223-the-india-mobile-handsetreports-confusion-gfive-number-two-samsung-disputes-idc-info/