Attack Strategies

Type of Attack Strategies

Frontal Attack Flank attack Encirclement attack Bypass Attack Guerilla attack

Frontal Attack

Direct head assault Used rarely and Expensive Focused on same product line ,price,

promotion etc Intensive advertising and developing

new product Focused on competitor’s strength than

weakness Fire power(quality, advertisement,

price, services, sales etc..)

Strategy suitable when….

Market relatively homogeneous Brand equity low Products are poorly differentiated Competitor has less resources Customer loyalty is low

Flank attack

Attack the enemy at the weakest point or blind spots i.e. flank

Attack not necessarily be by launching a new product

Target competitor must not be aware of the research the launching of the product

E.g.

Encirclement attack

Combination of frontal and flank attack

Attacks the strengths and weakness simultaneously

Must have superior resources Attacker must have strong product

resource Attacker must have decentralized

organized structure

e.g.

Bypass

By diversifying into unrelated products or markets neglected by the leader

Could overtake the leader by using new technologies

Diversifying the products.

e.g.

Guerilla attack

By launching small, intermittent hit-and-run attacks to harass and destabilize the leader

making small attacks in different locations

attacks take several forms Less ambitious in scope attacks take place in several forms The aim is to destabilize the competitor

by small attacks

e.g.

Thank you….

AVI