Anupam Das (MS12A013) Padmaja Bandi (MS12A049) Ritesh Jagzape (MS12A037) Rohit Bala (MS12A064)

Define strategic objectives (whom to attack etc.) Understand the market leader well Choose one target at a time Do market research Find blind spots Strike unpredictably Timing is a key to successful attacks Attack with a style

Frontal Attack Flank Attack Encirclement Attack Bypass Attack Guerilla Warfare

This is a direct head on assault. It usually involves mobilizing all your resources including a substantial financial commitment. Pure Frontal Attack: the attacker matches its opponents product, advertising, price, and distribution Limited Frontal Attack: focuses on specific customers Price Based Frontal Attack: every product characteristic is matched Research & Development Based Frontal Attack: more creative ideas are implemented to result in a better product.

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Enemy's weak spots are natural target Two strategic dimensions: Geographic Segmental Geographic Attack: challenger targets the areas the leaders product is under performing. Segmental Attack: to serve uncovered market needs Example: Xerox Vs Canon

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A subtle offensive strategy and involves encircling the target competitor 2 ways of attacking: Product Enrichment Market Enrichment Product Enrichment: introduce similar products as that of the target product and loosen market share Market Enrichment: The attacker expands the market niches that surround and advance on the competitors market

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Bypassing enemy and attacking easer markets to broaden ones resource based Three line approach: Diversifying into unrelated product Diversifying into new geographic markets Leapfrogging into new technologies Ex: the introduction of compact disc technology bypassed the establishment magnetic tape based defenders. The attackers won the war without a single costly battle.

Both conventional and unconventional means of attack are used Aimed at small, weak, and unprotected market positions Include selective price cuts, intense promotional blitzes, and occasional legal action Normally practiced by smaller firm against larger firm. Eg: Coca Cola vs Pepsi