Competitive DynamicsHow should market challengers

attack market leaders ?

Market Challenger Strategies2 Types of

Defining the Strategic Objective and Opponents

WAY 1

• It can attack the Market Leaders• It can attack Firms its own size• It can attack small Local and

Regional Firms

WAY 2 Choosing an Attack Strategy

• Frontal Attack• Flank Attack• Encirclement Attack• Bypass Attack• Guerrilla Attack

Paras Pharmaceuticals

Began as a Regional Player

Choose a Target Specific Attack Strategy

• Define Mode of Attack• Define the Opponent

These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )