Скачать или смотреть Winning market share II Frontal attack II Flanking attack I Encirclement attack & Guerilla attack

Winning market share
Winning market share to consider the strengths of the leader’s position, to find a weakness in the leader’s strength and attack at that point.

Frontal attack
Flanking attack
Encirclement attack
Bypass attack
Guerilla attack

This involves the challenger taking on the defender head on. The challenger attacks the main market of the market leader by launching a product with a similar or superior marketing mix.
The market leader gets most of its revenues and profits from this market segment. If the defender is a market leader, the success of challenger depends on a clear and sustainable competitive advantage.

If the advantage is based on cost leadership, this will support a low price strategy to fight the market leader

Second, the challenger should match the leader in other activities.
Finally, the challenger needs adequate resources to withstand the battle that will take place should the leader retaliate. Sustainability is necessary to stretch the leader’s capability to respond. The challenger should understand that the entrenched player will fight hard and long. The challenger should have the will and resources to engage the market leader in long battle for market supremacy
The attacker hurts the defender by pin-pricks rather than blows. Underdogs can make life uncomfortable for its stronger rivals. Unpredictable price discounts, sales promotions, or heavy advertising in a few segments and regions are some tactics that attackers can use.


Guerilla tactics may be the only feasible option for a small company facing a larger competitor. Such tactics allow the small company to make its presence felt without dangers of a full frontal attack.