Competition Strategy for Challenger

Market challengers are companies number two, three and so on in acquiring market share that attacks the market. These challengers are aggressively expanding the percentage of their market share and undermining market leaders. The way to offer products with the same function, the same category in the same market as the market leader. This strategy promises a large share, but also risks and large costs. Market leaders generally react when they get an open attack. He can make special products to destroy competitors, or predator products. The fight is not only product, but price, distribution channel, promotion.

With the science of war parables, market challengers attack with one or a variety of strategies.

• Attack the strong side of the market leader. Attacking the strong side of the market leader requires a lot of energy too.

• Attacking the weak side. Challengers attack the weak side of the market leader. Weakness can be from various sides, product quality, service, price, distribution range, and promotion.

• Guerrilla. The guerrillas carry out small, disjointed and invisible attacks.

Followers Strategy

The followers referred to here are companies that imitate and modify market leaders. This company is still below the market leader. Followers avoid turmoil. Because it is risky to cause resistance reactions from market leaders who usually have strong resources. Followers have advantages, namely not spending a lot of money, energy and time to research products and introduce products to the market. He just imitates and modifies proven products and markets that have recognized the benefits. Followers can then become challengers.

Examples of followers are LA Light, Star Mild, Class Mild, GG Mild, Black Mild, U Mild who follow A Mild. A Mild controls 50-60 percent of mild cigarettes. Followers do not need to educate the market about the mild cigarette category, because A Mild has done that.

Leave a Comment

Privacy Preference Center

Google Adsense

We use cookies to make advertising more engaging to users and more valuable to publishers and advertisers. Some common applications of cookies are to select advertising based on what’s relevant to a user; to improve reporting on campaign performance and to avoid showing ads that the user has already seen.

Google uses cookies like NID and SID to help customise adverts on Google properties, such as Google Search. For example, we use such cookies to remember your most recent searches, your previous interactions with an advertiser’s adverts or search results and your visits to an advertiser’s website. This helps us to show you customised adverts on Google.

We also use one or more cookies for advertising that we serve across the web. One of the main advertising cookies on non-Google sites is named ‘IDE‘ and is stored in browsers under the domain Another is stored in and is called ANID. We use other cookies with names such as DSID, FLC, AID, TAID and exchange_uid. Other Google properties, such as YouTube, may also use these cookies to show you more relevant adverts.

Sometimes advertising cookies may be set on the domain of the site that you're visiting. In the case of advertising we serve across the web, cookies named ‘__gads’ or ‘__gac’ may be set on the domain of the site that you're visiting. Unlike cookies that are set on Google's own domains, these cookies can't be read by Google when you're on a site other than the one on which they were set. They serve purposes such as measuring interactions with the ads on that domain and preventing the same ads from being shown to you too many times.

Google also uses conversion cookies whose main purpose is to help advertisers determine how many times the people who click on their adverts end up purchasing their products. These cookies allow Google and the advertiser to determine that you clicked on the advert and later visited the advertiser site. Conversion cookies are not used by Google for personalised ad targeting and persist for a limited time only. A cookie named ‘Conversion‘ is dedicated to this purpose. It's generally set in the domain or the domain (you can find a list of domains that we use for advertising cookies at the foot of this page). Some of our other cookies may be used to measure conversion events as well. For example, DoubleClick and Google Analytics cookies may also be used for this purpose.

We also use cookies named 'AID', 'DSID' and 'TAID', which are used to link your activity across devices if you’ve previously signed in to your Google Account on another device. We do this to coordinate that the ads you see across devices and measure conversion events. These cookies may be set on the domains, or If you don't want the ads that you see to be coordinated across your devices, you can opt out of Ads Personalisation using Ads Settings.

__gads, __gac
__gads, __gac

Google Analytics

We use Google Analytics to analyse the use of our website. Google Analytics gathers information about website use by means of cookies. The information gathered relating to our website is used to create reports about the use of our website. Google’s privacy policy is available at:

ga, gat
ga, gat



e do this in order to identify malicious visitors to our Customers’ websites, to reduce the chance of blocking legitimate users, and to provide customized services.



This cookie is used to provide the social sharing functionality on our careers advice article pages