Attack Strategies

Paper Summary:

The paper explains that the use of attack strategies needs to be part of a broader strategic market plan that looks at the inherent weaknesses of competitors in existing markets and emerging high growth opportunities in new market segments. The paper discusses the frontal, flank, encirclement and bypass attacks as viable strategies for gaining market share while retaining existing customers. The paper then looks at the attack strategy of guerilla warfare as a means of attaining a strategic market plan.

From the Paper:

"The frontal attack is one that concentrates on attacking the fundamental aspects of a competitor's marketing strategy. This includes attacking pricing, promotional programs, the product itself, and distribution strategies as well. The use of price as a differentiator by new market entrants is an example of a common frontal attack. Southwest Airlines' use of low-price fares and free baggage when airlines today are beginning to charge for extra bags is an example of a front attack strategy. Linksys, the personal networking division of Cisco systems, also relies heavily on frontal attack strategies to gain access to new markets, including the higher-end enterprise networking market."

Sample of Sources Used:

• W Chan Kim, Renee Mauborgne. (2004). BLUE OCEAN STRATEGY. Harvard Business Review, 82(10), 76-84. Retrieved June 10, 2008, from ABI/INFORM Global database. (Document ID: 701178841).

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