Marketing Warfare

MARKETING WARFARE “ Spectacular achievements come from unspectacular preparation” – Roger Staubach “ Als je alleen jezelf kent, maar niet je achterban of je concurrenten, kun je verwachten dat je net zo vaak faalt als slaagt” – Sun Tzu “ A certain grasp of military affairs is vital for those in charge of general policy.“ – Von Clausewitz

Why War Games ?

Gain better understanding of the total competitive arena

Anticipate competitor developments and moves

Uncover hidden weaknesses (own and enemies)

Using the weaknesses in the strenght of the competition

Formulate best-course actions

Shift focus from internal towards external

Create an early warning process

Game theory

Gaming creates insights into the way market players interact in specific circumstances

This helps participants to learn the right way to play

Learn to understand competitor behavior

Game theory has greatly expanded the scope of analysis for business strategy

Sharps corporate competitiveness

Advances policy

Corporate strategy development

Uncovers hidden vulnerabilities

Gaming simulates the competitive environment

While preparing your strategic plan, you need to consider competitors’moves as well as competitors’ reactions to your own moves, before committing to a specific strategy

Who should participate in Marketing Warfare? For a wargame to be effective, the composition of the teams should be Carefully selected. Each team should be headed by a senior executive and include both Middle and junior managers as well as front-line staff.

Possible Strategic Squares Player 1 Player Player Player 2 3 4 Player Player Player Player 1 2 3 4 Player Player Player Player Player 1 2 3 4 53

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