Choosing a General Attack Strategy: 5 alternatives are there-
I. Frontal Attack: Cutting price, convincing the market that the brand is equal in quality but a better value than higher priced brands.
II. Flank Attack: When the opponent is strongest then the attacker finds the ways of weak spots to attack. In this method, the attacker can attack geographically and segmental. The company can attack where the opponent is under-performing or can serve the uncovered markets.
III. Encirclement Attack: When the attacker attacks the opponent from various sides and simultaneously to capture a wide slice of the enemy’s territory.
IV. Bypass Attack: It means bypassing the main enemy and attacking easier markets to broaden one’s resource base. Bypass attack also includes diversifying into unrelated products and/or markets.
V. Guerrilla Attack: This is small, intermittent attack to harass and demoralize the opponents and secure a permanent foothold. It includes selective price cuts, intense promotional campaign and occasional legal actions.
