Market Challenger’s Attacking Strategies

1.Frontal attack
In a pure frontal attack, the attacker matches its opponent’s product, advertising, price, and distribution. A modified frontal attack, such as cutting price vis-a-vis convinces the market that it’s product is equal to the leaders product.

2.Flank attack
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. Other flanking strategy is to serve uncovered market needs, as Japanese automakers did when they developed more fuel-efficient cars.

3.Encirclement attack
The encirclement maneuver is an attempt to capture a wide slice of the enemy’s territory through a “blitz”. It involves launching a grand offensive on several fronts. Encirclement makes a sense when the challenger commands superior resources and believes a swift encirclement will break the opponent’s will. In making a stand against rival Microsoft, Sun Microsystems licensed its JAVA software to hundreds pf 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.

4.Bypass attack
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.

5.Guerrilla warfare
Guerrilla challenger uses both conventional and unconventional means of attack. These include selective price cuts, intense promotional blitzes, and occasional legal action. Normally Guerrilla warfare is practiced by smaller firm against larger one.