Offensive war is the fate of the company No. 2 or No. 3 in this area. Such a company is strong enough to lead a long attack on the leader. The closest persecutor of the leader is also a strong company. Its main goal is to become a leader. Therefore, it must attack the leader, since it is the leader who has the market. Taking the leader of 10% of the market, the company will significantly increase its sales, while the same 10%, selected from smaller players, it may not even notice. The temptation to seize a weak one is great - the theory of easy extraction works. The smaller the company, the more bitter it will fight, protecting that small share of the market that it has. It will use such techniques as price cuts, discounts, light guarantees. It is known that one should never attack a wounded animal.
When using the company's offensive strategy, it is necessary to adhere to certain principles. Three of them are considered below (basic).
The principle of approach No. 1. The main thing that must be taken into account, - is the strength of the position of the leader. The pursuer must do one thing - monitor the leader, his products, staff, prices, sales network. No matter how strong the company number 2 in a certain product category, it can not win if the leader is also strong in this category.
The principle of approach No. 2. Find a weak place in the strength of the leader and attack him. As the market share of the company transcends a certain value, it becomes stronger and less powerful. All brands that have 60, 70 or 80% of the market seem extremely strong, but at the same time they are vulnerable, you just need to find their vulnerable place. This place can be after-sales service, where problems with large volumes are inevitable, or large production capacities, which will be too costly to quickly rebuild when new technologies appear.
The principle of approach # 3. Conduct an attack on the narrowest possible front. Preferably do this with one product, the full range is a luxury that only leaders can afford. An offensive war should be fought by narrow fronts, and the closer to a single product they are, the better.
Flank maneuvers do not require significant resources, but can bring a spectacular spectacular victory. However, they require a very accurate calculation and are always risky for the company.
When applying the company's flank war strategy, it is also necessary to adhere to certain principles. The main ones are discussed below.
The Flag War Principle No. 1. A good flank maneuver must be directed to an area that is not yet contested. Traditional marketing theory calls this approach segmentation, the search for new segments or niches. This is a very important condition. To take a real flank attack, you must first occupy the segment. Otherwise, the operation will turn into offensive actions on the defensive position. It is difficult for ordinary sellers to sell goods that do not have their own market. But this is exactly what you should do if you need to successfully conduct a flank attack. What should the company start with without starting market? From competitors, on whose heads the attack is directed. The solution of the enemy's strength is the essence of a successful flank maneuver. It can create a huge momentum that will be very difficult for competitors to repay.
The Flag War Principle No. 2. A tactical surprise should be an important element of the plan. Successful flank maneuvers are absolutely unpredictable. The more unexpected the attack, the more time the leader will need to come to himself and take some kind of retaliatory action. Therefore, large flank maneuvers are often broken due to trial marketing or too many studies that give out the company's strategy to its competitors. Trial marketing of the proposed flank attack is insane. If the attack fails, it will not succeed. A successful outcome of the attack will warn the leader about steps that guarantee failure when expanding trial marketing to regional or national level.
The principle of the flank war # 3. The pursuit of the enemy is just as important as the attack itself. Many companies, having escaped forward, withdraw themselves from further struggle. They reach their initial marketing goals, and then direct resources to other tasks. This rule is very similar to the classical principle of how to make money on the stock exchange: get rid of what brings one loss, and make work that makes a profit. If a new product used to carry out a flank attack becomes popular with buyers, you should use it completely.
Possible types of flank strategies:
• flank attack low or high price - shifting the product to a higher or lower price category;
• flank attack with a smaller or larger product size - changing the usual size of the product;
• Flank attack by the form of the product - through the creation of an unusual form (visual characteristics) of the product;
• Flank attack by the composition - through innovations in the chemical composition of the product (calorie, etc.),
• Flank attack by distribution - through the use of new distribution channels.
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