If you're shooting for second place, your strategy is determined by the leader.
If 100-year-old Coke owns the older folks, Pepsi has to go for the younger ones (the "new generation"). If Heineken is a leading imported beer, then Beck's has to become the No. 1 German imported beer. As the No. 2 in the industry, you must keep a constant watch on your competition and be able to react swiftly to their moves.
Excerpted from 303 Marketing Tips: Guaranteed To Boost Your Business