Definition: Market Challenger Strategy is a group of offensive tactics in business strategy aiming at capturing a strong competitive position in a market by actively confronting competitors. This can occur in several forms, including Frontal Attack (head to head), Flank Attack (focus on weak spots of competitor), Encirclement Attack (launching product in an adjacent market first), Bypass Attack (in a new market segment), Price Discount (low price), Cheaper Goods Strategy (very low price in combination with compromising a little on quality) and Prestige Goods Strategy (higher quality and price).
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