Market Challenger Attack Case Study

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COMPETITION
News: India’s multi-billion dollar e-commerce battle heats up
The battle between Amazon, Flipkart and Snapdeal is rapidly heating up with multi-billion-dollar investments, trolling on Twitter and squabbling over exclusive selling rights http://www.livemint.com/Industry/TcIzL21LIfBUpodcpCPugK/Indias-multibillion-dollar-ecommerce-battle-heats-up.html Market Challenger’s Attacking Strategies:
There are five attack strategies generally used by market challangers:
1) FRONTAL ATTACK: It is a head on attack. In this strategy attacker tries to match opponent’s price, distribution and advertising strategies, it tries to convince the market that it’s product is equal or better than the opponents’.
2) FLANK ATTACK: Here the attacker tries to target the weak spots of its opponents to acquire more market.
3) ENCIRCLEMENT ATTACK: Attacker launches a grand offensive on several fronts. The attacker must have superior resources to launch such an attack.
4) BYPASS
…show more content…
Infact it is already facing a stiff competition from Amazon. With Indian government allowing 51% FDI in multi-brand online retail and 100% FDI in single brand online retail, moreover as per PWC report, if this robust growth in e-commerce continues over the next few years, the size of the e-retail industry is poised to be 10 to 20 billion USD by 2017-2020. Global e-retailing giants like Rakuten and Alibaba are already eyeing an entry into Indian e-retail market. Moreover, as many luxury brands like Luis Vuitton and Varsace are planning to open more stores in India, Flipkart soon has to device a new strategy to maintain its market share.

Pwc report: http://www.pwc.in/assets/pdfs/publications/2014/evolution-of-e-commerce-in-india.pdf

NEWS: Distressed malls look to restructure or shutter operations
LINK:

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