In Germany Intersport always challenges with Runnerspoint which both are offering sportwearproducts. We have two different market challengers if we go internationly. In order to explain the three strategies which a company can use to attack the leader we will focus on Adidas as an challenger. In one of the commercial Adidas challenged Nike with a frontal attack as they show Nikes strenghts and weaknesses Kotler et al, In this case Adidas directly compared its product with the Nike products and stated that people who are wearing Adidas are increasingly powerful.
The Flank attacks of Nike demonstrates that this strategy is bascially focused on the business where the competitor is either geographically or in a certain market segment weak Wilson and Gilligan, Nike in the european market has Roger Federer and Tiger Woods under its contract for advertising online. Both are the best players. Nike encircled Adidas with these Icons, as Adidas now has no chance to compete with other players as they would not be the best.
Kotler et al, The buypass atack is an indirect strategy. Puma used the buypass strategy to get most of the african soccer teams for the World Soccer Championships in which will be held in South Africa. They did not use a aggressive strategy against their competitors. Bypass attacks are focusing on the future aspect and are not aggressive Wilson and Gilligan, Another form of market participants are the market followers which are usually small firms and mainly characterized by having a slightly smaller market share.
According to Wilson and Gilligan market followers adopt a less aggressive stance in order to maintain a status quo and also adopt a far less proactive posture simply by following what others do. The brand FILA, in the European market, represents a typical market follower as it launches imitated products just after the market leaders, especially shoes and sweat shirts online. Market followers have also the advantage of market segmentation, i.
There are 3 main aspects of following. A market follower may either follow closely, i. How to write abstract in term paper.
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