Offensive strategies

Offensive strategies are a type of marketing warfare strategy designed to obtain an 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. There are four fundamental principles involved:
1.                        Assess the strength of the target competitor. Consider the amount of support that the target might muster from allies. Choose only one target at a time.
2.                        Find a weakness in the target’s position. Attack at this point. Consider how long it will take for the target to realign their resources so as to reinforce this weak spot.
3.                        Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place.
4.                        Launch the attack quickly. The element of surprise is worth more than a thousand tanks.

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