Creating Competitive Advantages

CHAPTER OBJECTIVES

After reading this chapter, you should be able to:

Explain the importance of developing competitive marketing strategies that position the company against competitors and give it the strongest possible competitive advantage.

Identify the steps that companies go through in analyzing competitors.

Discuss the competitive strategies that market leaders use to expand the market and to protect and expand their market shares. Describe the strategies that market challengers and followers use to increase their market shares and profits.

Discuss how market nichers find and develop profitable corners of the market.

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