Expand total marketnew usersnew usesmore usageDefend Market
SharePosition Defenseimpregnable fortificationFlank Defenseerect
outposts to protect weak front
Preemptive Defense
attack the enemy before he attacks youCounteroffensive
Defense
wait and see strategyMobile Defense
market broadening and market diversificationContraction
Defense
strategic withdrawal
Expanding Market Share
must consider:possible antitrust actioneconomic costpursuit of
wrong marketing mix strategy
Must define strategic objective and opponents(s)Must choose a
general attack strategy
frontal or head onflank or blind sideencirclement or blitzbypass
or attacking easier markets to broaden resource baseguerrilla or
small, intermittent attacks
Counterfeiter
duplicates leaderCloner
emulates leaderImitator
copies some featuresAdapter
improves on leader
Niche specializations include:
end uservertical-levelcustomer sizespecific
customergeographicproduct/product line/product
featurequality/priceservice/channel
You attract by building know, like and trust:You must know whom
you are ideally suited to attractYou must be able to communicate a
difference that makes you stand outYou must create content that
addresses a need of a narrowly defined customerYou must advertise
and generate word of mouth buzz surrounding your contentYou must be
in so many places and linked to so many sources that you are easily
foundYou must build a team of strategic partners, sponsors and
customer champions willing to help prospects find you
You retain customers by focusing on repeat and referralYou must
study every potential customer contact point and turn it into a
remarkable experienceYou must develop a customer orientation
process as part of your lead conversion process You must
communicate fully, often and truthfully during transactions and
service You must build follow-up routines that include
opportunities to share additional education, training and
content
You must create a process that allows you to measure and
communicate the value you product or service has delivered to a
customer You must stop what you are doing often and show
appreciation fully You must find ways to bring your customers
together and facilitate building community for them You must expect
to receive a referral from 100% of your customers and help them
bring value to others they would like to help
