New threat – deep discount
Brand leaders expect challenger brands to compete at a price somewhere below their own – it is a conventional strategy. For all the reasons, the challenger is obliged to come in a little below the leading brand. But today, deep discounters and disruptive innovators are opening up price chasms:
Aldi Dell Easyjet IKEA Kwik-save Lidl Matalan Netto Primark Ryanair Superdrug TK Maxx Wilkinsons
The value ...
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