1. "Changing the rules" - attacking the pricing gaps, changing channels of distribution or channel roles, raising the intensity of competition or altering the value/price ratio.
2. "Changing the game" - introducing new technology, consolidating distribution channels, consolidating the industry.

Strategies for declining markets

Harvest (generate cash as quickly as possible), maintenance (hold a strong market position by continuing prior strategy), survivor (increase on an already strong position) and niche (capitalise on one or more segments that are more attractive than the overall market.

Competing in global markets

Needs careful consideration of the extent to which standardisation can be carried out on a global basis; local adaptation requirements; difference in buyers etc.

Global market-entry strategies

Exporting , licensing, joint ventures , strategic alliance, complete ownership of wholly owned manufacturing and marketing subsidiary in the new market.