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Marketing debate How do you attack a category leader? Attacking a leader is always difficult. Some strategists recommend attacking a leader ‘head-on’ by targeting its strengths. Other strategists disagree and recommend flanking and attempting to avoid the leader’s strengths. Take a position: The best way to challenge a leader is to attack its strengths versus The best way to attack a leader is to avoid a head-on assault and to adopt a flanking strategy.
Marketing discussion Pick an industry.
Classify firms according to the four different roles they might play: leader, challenger, follower and nicher. How would you characterise the nature of competition? Do the firms follow the principles described in this chapter?
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