ITPEC FE Morning April 2018 Question 70
ITPEC FE Morning April 2018 — Question 70 of 80
Kotler's Competitive Positions — Nicher strategy
Kotler defines four competitive positions: Leader, Challenger, Follower, and Nicher. Each has a distinct basic strategy:
- •Leader — covers the entire market, defends dominant share (omni-directional)
- •Challenger — attacks the leader through differentiation to gain share
- •Follower — imitates the leader, responds quickly to opportunities without confrontation
- •Nicher — specializes in a narrow product/market segment to avoid direct competition
A nicher's basic strategy is specialization — focusing on a specific product and market where larger competitors are less active.
Why not others:
- a) Differentiation + leader attack = Challenger strategy
- b) Imitation + quick response = Follower strategy
- c) Omni-directional + highest share = Leader strategy
Key rule: Niche = specialization in a narrow segment to avoid head-to-head competition with larger players.
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