attack the market leader
attack firms of its own size that are not doing the job and are underfinanced
attack smaller local and regional firms
General Attack Strategies
Frontal Attack. The attacker matches its opponent's product, advertising, price and distribution.
Flank Attack. Target the enemy's weak spots.
Encirclement Attack. It involves launching a grand offensive on several fronts.
Bypass Attack. bypass the enemy and attack easier markets to broaden one's resource base. This strategy offers three lines of approach: diversifying into unrelated products, diversifying into new geographical markets, leapfrogging into new technologies to supplant existing products.
Guerrilla Warfare. It consists of waging small, intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds.
Specific Attack Strategies
lower price goods
value-priced goods and services
intensive advertising promotion
Reference: Kotler & Keller, “Marketing Management”, 12th edition