Attacking a category 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.
Your assignment is to pick a category leader and follower in any industry and decide on one of two ways to challenge them.
1) Attack the leader head on.
Examples-a) Subway had a campaign that attacked McDonalds.
b) MAC attacks PC (Microsoft) head on.
2) Use a flanking strategy and avoid a head on assault
Example- a) Athletic shoe companies usually avoid head on attacks.
b) Many service industries avoid head on attacks.
You will select a market leader and a follower, (Do Not Use My Examples- Toyota / Kia,, McDonalds /Subway,,,PC/ Mac) then select only one of the two approaches above. You will describe how you as CMO of the follower will challenge the market leader. State your strategy; explain your reasoning and why the approach you selected is stronger then other.
(3 pages of type, APA format.)
