Guerrilla Attack Strategy

[Bipasha Matin]

In the guerrilla attack the firm decides to
attack his opponents on a small scale quite frequently, suddenly, and
on different fronts. Such attacks demoralizes his opponents since they
are likely to loose in the battle. Frequent defeats harasses the
opponents and ultimately their motivations fall. It will help the
attacker to make a more or less permanent position on the opponents’
territories. Firms decide to go for guerrilla attack may use both
conventional and unconventional competitive weapons in their attacks.
They may either go for price cuts, promotion offering special
inducements, coupons, or premiums, product improvements or
modification, wider distribution, legal attacks and so on.

[Sharmin Jahan]

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