Competitor attack theory

2.  Frontal Attack
 Flank attack
 Encirclement attack
 Bypass Attack
 Guerilla attack

3.  Direct head assault
 Used rarely and Expensive
 Focused on same product line ,price, promotion etc
 Focused on competitor’s strength than weakness
 Fire power(quality, advertisement, price, services, sales
etc..)
 In a frontal attack, the attacker matches its opponent’s
product, advertising, price, and distribution. A
modified frontal attack, such as cutting price visa-
versa convinces the market that it’s product is equal to
the leaders product

4.  Market relatively homogeneous
 Brand equity low
 Products are poorly differentiated
 Competitor has less resources
 Customer loyalty is low

5.  Attack the enemy at the weakest point or blind spots
i.e. flank
 Attack not necessarily be by launching a new product
 Target competitor must not be aware of the research
the launching of the product
 An enemy’s weak spots are natural targets. A flank
attack can be directed along two strategic dimensions-
geographic and segmental. In a geographic attack,
challenger target the areas the leader’s product is
under performing.

6.  Attacks the strengths and weakness simultaneously
 Must have superior resources
 Attacker must have strong product resource
 Attacker must have decentralized organized structure
 In making a stand against rival Microsoft, Sun
Microsystems licensed its JAVA software to hundreds
of companies and millions of software developers for
all sorts of consumer devices. As consumer electric
products began to go digital, Java started appearing in
a wide range of gadgets.

7.  By diversifying into unrelated products or markets
neglected by the leader
 Could overtake the leader by using new technologies
 Diversifying the products.
 The most indirect assault strategy is the bypass. It
means bypassing enemy and attacking easer markets
to broaden one’s resource based. This strategy offers
three lines approach: diversifying into unrelated
product, diversifying into new geographic markets,
leapfrogging into new technologies to supplant
existing products.

8.  By launching small, intermittent hit-and-run attacks
to harass and destabilize the leader
 making small attacks in different locations
 attacks take several forms
 Less ambitious in scope
 attacks take place in several forms
 The aim is to destabilize the competitor by small
attacks