Which of the following is an example of an offensive strategy to improve a companys market position

At the beginning of the article, just to remind us and maybe we often hear and may also be familiar to our ears, especially when it was expressed in strategy in football that the best defense is offensive or attacking

In football events, the phrase Zidane uttered when replacing Rafael Benitez was "totally attacking", he wanted to change the image of defensive, boring football and rely on counter-attacks to find the net. The responsibility for this rebrand is tough and must be done in a short time

I strongly agree with the phrase above, we will discuss several strategies in the offensive strategy to be able to interpret how it can have a strong impact on our products.

The company engages in offensive marketing strategies to improve its own competitive position by taking market share away from the competitors. Offensive strategies include direct and indirect attacks or moving into new markets to avoid incumbent competitors. If the company has superior resources a direct attack may be called for. However, if the company faces superior competitors, indirect attacks are more appropriate than direct, frontal attacks.

Offensive strategies take many forms from flanking attacks or bypassing the competition to all-out frontal attacks intended to defeat the competition:

1. Frontal Attack

A frontal attack is an offensive strategy is attacking a competitor directly. Frontal attacks can be pure frontal attacks by going after the customers of the attacked with similar products, prices, promotion, and good service of distribution. Interesting enough to highlight that improving distribution or service to consumers is one of the components in the frontal attack strategy, RTM project is one of the actions to improving services by making a high score of product availability in potential areas

Frontal attacks are very risky, however, because victory is never assured unless the company has a clear competitive advantage over. for that reason, a modified frontal attack – a limited version of the pure frontal attack – may be a more appropriate choice. 

1.1 Price-based where the attacker matches the rival’s product in terms of features and quality but it offers a lower price. 

1.2 Value or quality based involving challenging competitors with products that offer superior value or quality at competitive prices

Frontal attacks succeed better when the company concentrates its resources on its competitors' weakest points. Once is identified, the company needs to concentrate its resources, even diverting resources from other activities, at the point of attack

Also, the frontal attack has a better chance to succeed if the competitor is constrained in its ability to react to the attack for fear that a low price may damage its brand’s image. The competitor may be reluctant to reduce its price or increase advertising and promotion spending because of a certain return on investment 

2. Flanking Attack

A flanking attack is an offensive marketing strategy used to exploit an opponent’s weaknesses while avoiding the risks associated with other offensive marketing strategies such as frontal attacks. Flank attacks are based on the principle of the path of least resistance, attacking competitors in areas which they are least capable of defending.

For instance, FIRST, some segments are not served well by major competitors because they do not see them as important enough to warrant more attention, or they are less profitable than other segments. If competitors offer poor service or inflexible terms to their customers, flanking attacks could exploit this opportunity by improving service and offering better terms.

SECOND, If the competitor’s product is too expensive a flanking attacks could offer its product at lower prices. Also, it should give the impression that it is in a different line of business. The more different the entrant’s product is, the better the chance of not being detected. Also, successful flank attackers differentiate their products in a way that appears to be in a different category to avoid direct confrontation with established competitors (Spulber, 1998). 

For example, THIRD, if competitors dominate the low end of the market, a company might offer a premium version of the product.

3. Guerrilla Strategy

Guerrilla attacks are used against market leaders by challengers who are small and have limited resources. The guerrilla strategy is often aimed at weakening a market leader through random attacks intended to keep it off-balance and continuously guessing about where the next attack will take place. 

The company employing the guerrilla attack employ hit–and–run tactics by selectively attacking market leaders whenever they can exploit the situation to their advantage. A guerrilla strategy often involves many small and surprise attacks on established competitors in areas where the attacked are not strong or customers have weak loyalty towards the market leader’s brand. 

A guerrilla strategy attacking specific products or segments with sales promotion initiatives including coupons, rebates, and temporary price cuts or customer deals in selective geographical areas and then quickly retreating. These attacks are carried out quickly and in a limited geographic area in order to have the element of surprise and not allow the leader enough time to react decisively. 

Cont'd

What is offensive strategy in marketing?

Which one of the following is an example of an offensive strategy *?

Which of the following is not one of the principal offensive strategy option?