Competing with a Category Leader

Before you begin your analysis think of your most recent purchases. Were you swayed in any way by the design or looks of the product or were you simply focusing on the intended performance of the product?

Now think about those marketers whose product performance is rated less than their major competitors. What do they need to do to get their product in the hands of the target customer? Is it the glitz and glitter that can make a difference?

Based on your readings, respond to the following:

• Consider the statements "The best way to challenge a leader is to attack its strengths" and "The best way to attack a leader is to avoid a head-on assault and to adopt a flanking strategy." Take a stand and justify one statement, supporting it with examples from your textbook and other resources.

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