This document discusses various competitive strategies for companies. Defensive strategies aim to maintain existing market share without enhancing competitive advantage, best used by market leaders. Offensive strategies seek advantage over stronger competitors through drastic actions. Specific offensive strategies include flank attacks targeting competitors' weak spots, frontal attacks directly matching competitors, bypass attacks entering new markets, encirclement attacks attacking on all fronts simultaneously, and guerrilla attacks achieving small victories over time.

1. COMPETITIVE ADVANTAGE
NOTHING BUT BEING DIFFERENT…….

2. ???? WHERE YOUR COMPANY STANDS….

3. ARE YOU LEADERS……….,

4. OR FOLLOWER……..

5. OR CHALLENGER…….

6. OR NICHER……

7. DEFENSE STRATEGIES
Do not assume the enemy will not come
but be prepared for his coming…
Do not presume he will not attack,
but instead make your own position
unassailable.”

8. CONT…
 This strategy aims at maintaining the market
share the company has already achieved. It
does not enhance the firm's competitive
advantage but helps fortify the firm
competitive position. Normally a defensive
strategy should be employed by the market
leader due to its market share advantage
and position.

9. OFFENSIVE STRATEGIES
 These strategies involve obtaining a advantage over the
competitor who is much stronger in all aspects. It
normally involves something drastic such as a dramatic
price cut, an eye catching commercial, or smash hit new
product.

10. HOW TO OFFENCE
Challenging
strategies
Flank
Frontal
Attack
GuerrillaBypass
Encircle

11. FLANK ATTACK
 It is a marketing strategy employed by firm to
capture the market which is not well served
by established players. Flank attack targets
competitor’s weak spots.
 Those companies that engage such
strategies aim to capture a market segment
that is not well served by the existing
competition.

12. V/S

14. FRONTAL ATTACK
 Frontal attack is one of the marketing
strategies inspired by war tactics. Frontal a
head on attack on the competitor by
matching the competitor in all aspects of
marketing mix.
 Product
 Price
 Place
 Promotion

16. HUL/P&G

17. BYPASS ATTACK
 The Bypass Attack is the most indirect
marketing strategy adopted by the
challenging firm with a view to surpass the
competitor by attacking its easier markets.
 Rule of three:
 Diversify into unrelated product
 Entry to the new geographical market
 Leapfrog into the new technology

18. PEPSI- LIPTON-AQUAFINA- TROPICANA

19. ENCIRCLE ATTACK
 Attack the enemy at many fronts at the same
time
 The Encirclement Attack is a war strategy
adopted by the challenger firm intended to
attack the competitor on all the major
fronts. Under this strategy, the challenging
firm considers both the strengths and
weaknesses of the opponent and then
launch the attack simultaneously.

20. GUERILLA ATTACK
 Basically involves winning small victories that
can over time amount to a large gain in market
share.
 This strategy involves attack at a small
segment; it involves small attacks on the
company's such that they don't get the attention,
these small victories snowball into a large
market share for the company. This is normally
used by companies that are smaller in nature
fighting the market leaders.