In a market where customers perceive one brand or a limited number of brands as dominant the best chance of survival for a competitor's offerings lies in obtaining a profitable position within a market segment not dominated by a leading brand.

Question

Quizplus · Accepted Answer

Competing head-on against the leaders on the basis of a product's attributes offered by larger competitors is not likely to be effective. A better option is to concentrate on an attribute prized by members of a given market segment. In the past Ford Australia used to target the market for performance cars but it has now expanded its product category range to include economy cars, medium-sized, four wheel drives, utility and high-performance cars.

In a Market Where Customers Perceive One Brand or a Limited