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 forthe younger ones (the "new generation"). If Heineken is aleading imported beer, then Beck's has to become the No. 1German imported beer. As the No. 2 in the industry, you must keep aconstant watch on your competition and be able to react swiftly totheir moves.
Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness