Market Dominance When a Company Essay

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A challenger thus goes for an all out attack against the leader in order to gain market share. In the field of pharmaceuticals, for example, Merck would be seriously challenged by Pfizer because both companies are massive in size and are targeting almost the same areas. Some of the strategies attained by a challenger would include Frontal attack (offering new and better products at lower price) Leapfrog (offering treatment in previously untouched areas), Flank (reach a new segment of market) and encircle (develop a niche).

Market Nicher:

A company may choose to focus on one single segment and hence achieve the title of a specialist. The company is still trying for domination but only in its selected areas.

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It doesn't want to compete in every single field like the leader or the challenger. For example a firm may try to become a dominant player in discovering treatments for neurological disorders. For example a firm like Medtronic would be called a Nicher. In the pharmaceutical industry, Medtronic is competing for dominance in the area of therapies for heart diseases. Normally a nicher would try to stay in smaller markets where the leader has little interest. So while Pfizer and Merck would still be interested in heart diseases, the special therapies and defibrillators made by Medtronic may not be their area….....

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