Topic The best way to challenge a leader is to attack its strengths versus the best way to attack a leader is it avoid a head-on assault and to adopt a flanking strategy



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Assignment On

Marketing Management

Course Code: MKT-5134

Topic

The best way to challenge a leader is to attack its strengths versus the best way to attack a leader is it avoid a head-on assault and to adopt a flanking strategy.

Prepared For

Course Faculty

Dept. of School of Business

SouthEast University



Prepared By

Id No- 2009041003122

Batch- 18th, Sec- D

Program: MBA (ICT), SEU

Date of Submission – December 18, 2009

December 18, 2009

Letter of Transmittal
Mr. Farhanul Enam
Course Faculty
School of Business
Southeast University

Subject:   Submission of the Assignment.

Dear Sir,
I would like to thank you for assigning me to prepare the assignment on ‘The best way to challenge a leader is to attack its strengths versus the best way to attack a leader is it avoid a head-on assault and to adopt a flanking strategy. ’ This task has been given me the opportunity to explore one of the most important aspect of marketing management.

It was a great pleasure for me to have the opportunity to work on this topic. I have endeavor my best to come out with a good one.


I wish to express my sincere gratitude and appreciation to you for keeping me mentally and physically sound to prepare this report.

Would you please kindly accept my paper and oblige me thereby.


Thank you
Sincerely yours
……………………………
Umma Kulsum
Id No- 2009041003122

Topic of the Debate:

The best way to challenge a leader is to attack its strengths versus the best way to attack a leader is it avoid a head-on assault and to adopt a flanking strategy.

Introduction:

Building strong brands requires a keen understanding of competitors and competition grows more intense every year. New competition is coming from all directions—from global competitors eager to grow sales in a new market .Once the company identifies its competitors, it must ascertain their strategies, objectives, strengths an weaknesses.

Now my job is to find out the different types of the strategies that the company follows and the best suitable strategy the company should apply.

Different types of strategies:

There are several types of strategies that a company may follow. We can distinguish among five attack strategies;



  1. Frontal,

  2. Flank

  3. Encirclement

  4. Bypass

  5. Guerrilla attack.

Now I will discuss about these five attacks in brief and will try to find the best strategy for a company.

  1. Frontal Attack: In a pure frontal attack, the attacker matches its opponents product, advertising, Price and distribution. The principle of force says that the side with the greater resources will win.

  2. Flank Attack: A flank can be directed along two strategy dimensions-geographic and segmental. In a geographic attack, the challenger spots areas where the opponent is underperforming. A flanking strategy is another name for identifying shifts in market--

Segments that are causing gaps to develop, then rushing in to fill the gaps and develop them into strong segments.

  1. Encirclement Attack: The encirclement maneuver is an attempt to capture a wide slice of the enemy`s territory through a blitz. It means launching a grand offensive on several fronts. It makes sense when the challenger commands superior resources and believes a swift encirclement will break the opponent`s will.

  2. Bypass Attack: The most indirect assault strategy is bypassing the enemy altogether and attacking easier markets to broaden the firm’s resource base. This strategy offers three lines of approach: diversifying into unrelated products, diversifying into new geographical markets, and leapfrogging into new technologies to supplant existing products.

  3. Guerrilla warfare: Guerrilla warfare consists of waging small, intermittent attacks to harass and demoralize the opponents and eventually secure permanent footholds. These type of challenger uses both conventional and unconventional means of attack. These include selective price cuts, intense promotional blitzes and occasional legal action. A guerrilla campaign can be expensive, although less so than a frontal, encirclement and flank attack. Guerrilla warfare is more a preparation for war than a war itself.

My Opinion:

If we compare all the strategies from the above discussion, I would say from my point of view that, the flank attack strategy is the most effective among the rest of the strategies. .



Flanking is in the best tradition of modern marketing, which holds that the purpose of marketing is to discover needs and satisfy them. Its particularly attractive to a challenger with fewer resources than its opponent and much more likely to be successfully than frontal attacks.

Conclusion:

The challenger must go beyond the five board strategies and develop more specific strategies. Any aspect of marketing program can serve as the basic attack, such as lower price or discounted product , new or improved products and services, a wider variety of offerings, and innovative distribution strategies. A challengers success depends on combining several strategies to improve its position over time.


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