Page 17 - PRODUCT
P. 17
Strategies At Introduction Stage
b) Market pioneers
First to sell in the new-product category.
To be first in the market can be highly rewarding, but risky and
expensive.
Pioneer’s advantage: consumer-based, thus consumers often
prefer pioneering brand. Capture more users.
Disadvantage- appeared before there was strong demand,
development cost may high, managerial incompetence
c) Competitive Cycle
1. Sole Supplier
2. Competitive Penetration
3. Share Stability
4. Commodity Competition
5. Withdrawal
