A market follower is a firm that does not choose to challenge the market leader. This firm must have its own strategy for maintaining its share of the market. When the firm improves products that are already on the market and operates in different markets, it is a (n).

Kotler & Keller classify four follower strategies: counterfeiter, cloner, imitator, and adapter. An adapter “improves the leader’s products and markets them in different territories or to new customer segments,” thereby keeping its share without directly confronting the leader. Improving existing products and operating in other markets therefore describes an adapter.

A. Counterfeiter – makes exact copies under the leader’s brand; no product improvement or new-market focus.
B. Cloner – copies design and packaging but uses its own brand; still no enhancement or geographic diversification.
C. Imitator – copies some features but differentiates on price or marketing; again, does not substantially improve the product or move to new markets.

1. Kotler

P. & Keller

K. Marketing Management

15th ed.

Pearson

2016

ch. 18 “Competitive Strategies

” pp. 520-521.

2. MIT Sloan OCW 15.810 Marketing Management

Session 14 slides “Follower Strategies

” slide 9

2019.