For a challenger to increase its market share relative to the leader, it must differentiate its offering by delivering superior product benefits, better service, or a lower price than the leader.*
*Reference: From Chapter 15 Take-Aways in Mullins, J., Walker, O., & Boyd, H. (2013). Marketing management: A strategic decision-making approach. (8th ed.) New York: McGraw-Hill Irwin.
In this discussion, address the following:
- Choose an airline which you feel utilizes this strategy. Do you feel they have been successful in implementing this strategy? Why or why not?
- Discuss this theory among your classmates.