Offensive marketing warfare strategies are strategies designed to obtain some objective, usually market share, from a target competitor. In addition to market share, an offensive strategy could be designed to obtain key customers, high margin market segments, or high loyalty market segments.
the target competitor has relatively limited resources
the attacker has relatively strong resources
Envelopment Strategy (also called encirclement strategy) - This is a much broader but subtle offensive strategy. It involves encircling the target competitor. This can be done in two ways. You could introduce a range of products that are similar to the target product. Each product will liberate some market share from the target competitorís product, leaving it weakened, demoralized, and in a state of siege. If it is done stealthfully, a full scale confrontation can be avoided. Alternatively, the encirclement can be based on market niches rather than products. The attacker expands the market niches that surround and encroach on the target competitorís market. This encroachment liberates market share from the target. The envelopment strategy is suitable when:
the market is loosely segmented
some segments are relatively free of well endowed competitors
the attacker has strong product development resources
the attacker has enough resources to operate in multiple segments simultaneously
the attacker has a decentralized organizational structure
Leapfrog strategy -This strategy involves bypassing the enemyís forces altogether. In the business arena, this involves either developing new technologies, or creating new business models. This is a revolutionary strategy that re-writes the rules of the game. The introduction of compact disc technology bypassed the established magnetic tape based defenders. The attackers won the war without a single costly battle. This strategy is very effective when it can be realized.
Flanking attack - This strategy is designed to pressure the flank of the enemy line so the flank turns inward. You make gains while the enemy line is in chaos. In doing so, you avoid a head-on confrontation with the main force. (see flanking marketing warfare strategies )
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