Evaluating aggressive marketing strategies for smaller-share firms

It is very difficult for a smaller-share firm in an established market to increase significantly its market share, especially since it is likely that much of the increase will have to come at the expense of the traditional industry leader. Therefore, it is reasonable to ask: How can a smaller-share firm evaluate the chances of success of a prospective marketing strategy designed to gain a significant and profitable increase in market share? This article discusses the dilemma confronting smaller-share firms and, using research findings from a study of marketing strategies, presents a framework of questions to guide such firms when they are planning and evaluating potential marketing strategies.