Like Amazon, the four broad strategies that market followers employ include:
- Counterfeiter- the counterfeiter duplicates the leader’s products and packages and sells it on the black market or through disreputable sellers.
- Cloner- the cloner emulates the leader’s products name and packaging with a slight variation.
- Imitator- this type of market followers copy some things from the leader but differentiates it in packaging, advertising, pricing or location. In this case, the leader does not mind as long as the follower does not imitate aggressively.
- Adapter- the adapter takes the leader’s product and adapts or improves them. This type of strategy requires a bit of innovation, although the adapter may choose to sell in a different market, it may become a competitor in the future.