Competitive

dynamics

How can market followers or nicher’s compete effectively

Who are Market

Followers

Imitate and improve the already existing Market leading products.

Achieve high profits due to no innovation cost.

e.g. Karbonn Mobiles

Who are Market Nicher

Serve a narrow Market segment

Provide Customized Services

Leader in small Market

Achieve High Margin Gain

To Compete effectively

Bring distinctive advantages to target market

Low Manufacturing costs

High Product quality

High Customer Services

Pricing less than the Leader

Offer high value

Shape a strong corporate culture and vision

Followers in large

markets are leaders

in small markets

Created by Dipanshu Sehjal, IIIT Allahabad

During a Marketing internship under

Prof. Sameer Mathur, IIM Lucknow

(See www.IIMInternship.com)