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Strategic Objective

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Strategic Objective
Strategic
Management
The Concept of Market
Position
and
The Strategic Objectives

Objectives


The Concept of Market Position





Philip Kolter
Ries and Trout

The Strategic Objectives



Strategic Thrust
Strategic Objectives
Build
 Hold
 Niche
 Harvest
 Divest


The Concept of Market
Position
by Philip Kolter



Market Leader




Market Challenger




The firm has a relatively large share of the market, but a smaller share than the market leader.

Market Follower




The firm which has the largest share in the relevant product market.

The firm holds a market share smaller than the market leader or potential challenger; it prefers to follow rather than to attack.

Market Nicher


A smaller firm which targets segments within segments (or market niches).

The Concept of Market
Position
by Ries and Trout



Defensive




Offensive




The firm is the “second player” in the market; its strategy must be aimed at increasing its market share by taking share from the dominant player and/or smaller player.

Flanking




The firm is the dominant force in the market; its strategy must be aimed at holding its market share, and defending its position. The firm is a smaller player; its strategy must be aimed at increasing its market share by attacking the flanks (points of weaknesses) of its rivals; it should avoid head to head battles with the stronger players.

Guerilla


The firm is a minor player but it can be successful if it looks for small (or specialized) segments of the market which the larger players overlook or avoid.

The Concept of Market
Position: Competitive
Behaviour







Conflict
Competition
Co-existence
Cooperation
Collusion

Strategic Objectives




The results of the environmental analysis and SWOT analysis lead to the strategic objectives. Two types of objective need to be considered: strategic thrust and strategic objectives.

Strategic Objectives:
Strategic Thrust


The strategic thrust defines the future
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