CHOOSING A GENERAL
ASSIGNMENT IN MARKETING MANAGEMENT
Submitted by:
Alvaro, Ziggy
Babao, Sheryn
Castor, Abegail Elaine
Dela Cruz, Marie France
Empreso, Hannah
Gulfo, Karel
Nalus, Colline
Prion, Justine
Roxas, Chona
So, Carla Mae
Submitted to:
Ms. Mary Charmaine G. Cruz
November 25, 2023
GENERAL ATTACK STRATEGY
FRONTAL ATTACK
In a business, frontal attack refers to a direct and overt competitive strategy aimed
at challenging a competitor in order to head on. An example of this could be a business
will launch a new product with new features directly comparable to a market product,
attempting to compete directly in terms of quality, pricing or any other factors.
Example:
• McDonald's McCafé offerings could be considered a type of frontal attack strategy in
marketing because the fast-food restaurant, not typically known for its coffee beverages,
created a line designed to compete directly with coffeehouses like Starbucks, Dunkin'
Donuts, and Tim Hortons. By crafting premium coffee drinks without the premium price
tag, McDonald's launched a frontal attack on the market leaders designed to move
customers from the coffeehouse to the drive-thru line
FLANK ATTACK
A "flank market attack" in business strategy refers to a maneuver where a company
seeks to gain a competitive advantage by targeting the weaknesses or less-defended
areas of a competitor rather than confronting their main strengths directly. It involves
identifying and exploiting areas where a competitor is vulnerable or underrepresented.
Example:
• LG outflanked the other colored TV producers in India, by launching a rural-specific
color TV “Sampoorna”, thereby becoming the first one to tap the rural areas.
GENERAL ATTACK STRATEGY
• Woodland outflanked the other big players, Viz Bata, Liberty by introducing the robust,
durable, rough and tough outdoor shoes, and hence captured the untapped market
segment.
ENCIRCLEMENT ATTACK
The two strategies that can be used under the encirclement attack are Product and
Market Encirclement. In product encirclement, the challenger firm may introduce
different types of products with varied features and quality and may price these
differently on the basis of their utility.
The e-commerce industry is the best example of an encirclement attack, wherein
the companies are ready to do anything for the huge turnovers and are even selling
their products at negative margins.
The fashion Industry is another example, where companies frequently launch the
different variants of products priced differently, in order to have a huge sales turnover
and supersede the competitors.
GENERAL ATTACK STRATEGY
Example:
• P&G where they launch a variety of products such as shampoo, detergent soap, body
soap and many more to supersede the competitors.
BYPASS ATTACK
Bypass Attack Strategy (often referred to as Leapfrog Attack Strategy): A company
that employs a bypass attack strategy simply outplays the competitor by attacking an
easier market to broaden its resource base rather than identifying the weak areas of its
competitor or launching counterattacks. Such ways include innovating a new product
and creating a segment of its own, diversifying into unrelated products, or expanding
into new geographical markets with existing products.
Example:
• Netflix and Blockbusters
Back then, Blockbusters was a massive chain that ruled the video and DVD rental
markets. With more than 9,000 locations worldwide, it dominates the industry where
consumers have to go to a store in order to browse and rent films. It was impossible to
challenge due to its vast geographic presence and huge brand awareness. Netflix
developed a business model that simplified the video-renting process, making it more
enjoyable for customers, and eventually offered streaming services. With Netflix now
being accessible online, users may use it from any location with an internet connection.
After being established, Netflix gained more control over the marketplace of the video
industry and used advertising and marketing strategies, as well as their special offers, to
attract more consumers than any other video industry. Netflix extremely multiplied its
firm estimate even as Blockbuster dropped its leading market position and fell into
bankruptcy.
GENERAL ATTACK STRATEGY
• Mobile Phones & Landline Business
The first mobile phone is often credited to Martin Cooper, who made the first handheld
cellular call in 1973 while working at Motorola. Mobile phones gradually bypassed
landline business by offering portability and convenience, transforming communication
dynamics globally.
GUERILLA ATTACK
Guerilla marketing is an advertising approach that borrows the concept of “guerrilla”
warfare, or the element of surprise, to communicate with target audiences. It used an
unconventional or surprising approach to promote a product or brand that attracts a lot
of attention. It works well to engage more with customers, increase social media
participation, and increase revenue. It needs to be striking in order to be seen, so that
people are drawn to look at it and want to snap a photo of it to send to their friends. In
simple terms, it's for awareness, attracting attention and building connection with
customers. Guerrilla marketing allows your product or brand to stand out in a world
dominated by digital advertising outlets.
GENERAL ATTACK STRATEGY
Example:
• Kit-Kat conducted a really innovative guerrilla marketing ad campaign in which they
placed advertisements on the left side of park seats made of wood planks. Since the
dark woods naturally looked like Kit-Kat bars, they came up with a half-opened Kit-Kat
wrapper that only fit on half of the bench for their promotion.