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Introduction
Offensive and defensive strategies in modern marketing. Why offensive strategies are commonly used in marketing? The tense situation in the market and the variety of organizations emerging every year make it difficult for the young company to develop and achieve success in the competitive environment (West, Ford, and Ibrahim 128). To improve, the organizations usually address to offensive marketing approach as it is the easiest way to compete with the opponents and receive the niche in the market.
Offensive marketing approach
There are a lot of offensive marketing methods that can be used to fight opponents (Yannopoulos 5). To accomplish better results, the company can address different offensive strategies and create a combination that will contribute to the prosperity and success.
- Frontal attack is the risky method of fighting with the competitors using the same prices, quality, and product category. The approach requires a direct attack.
- Flanking attack reflects the principle of the least resistance. The attention is paid to the weaknesses of the competitors.
- Guerrilla attack is focused on struggling with competitors who are less powerful or do not have enough resources. The main aim is to demoralize and to make the rival weak.
- Strategic encirclement is used to limit the opponent companies in development and progress.
- A predatory strategy is directed at eliminating the competitors by providing the customers with lower prices, even though it is not profitable. When the rival is destroyed, the company usually increases the price.
- Search for undefended markets does not require a direct attack. The approach is implemented when the company aims to enter a new market, where there are no representatives of the rival companies.
- An underdog strategy is used by small organizations to compete with large monopolists. The company takes action to break the monopoly and offer the customers significantly better prices, quality, or service.
- Judo strategy is similar to an underdog approach while the small company struggles with the large corporation. This tactic requires the usage of the beneficial sides of the rival as an advantage.
- The Pivot and the Hammer strategy uses offensive and defensive approaches to reach the most fruitful results.
The implementation of offensive marketing tactics
The vast majority of world-known companies have followed offensive strategies in business. Among such companies are the following, namely Xerox, Coca-Cola, Pepsi, Honda, and Wal-Mart (Baisya 58). In business, where competitiveness receives the priority it is significantly important to create and develop certain strategies that will help to meet the objectives. Direct and indirect attacks on the competitors can influence the powers in the market and break the monopoly.
The case with Harley Davidson
As a matter of fact, Harley Davidson is the example of a company that proved that the implementation of offensive marketing strategies can influence the business in a positive way. Harley Davidson was almost the bankrupt enterprise, however, due to the aggressive approaches, it is the dominant organization in the motorcycle industry nowadays (Davidson 2).
Conclusion
The significance of the defensive and offensive tactics in modern business should not be undervalued. Although offensive methods are not always just, the experience of the world-leading companies proves that success in business is highly dependent on the willingness to risk and take action.
Works Cited
Baisya, Raja. Winning Strategies for Business. New Delhi: Response, 2010. Print.
Davidson, Hugh. Offensive Marketing. New York: Routledge, 2011. Print.
West, Douglas, John Ford, and Essam Ibrahim. Strategic Marketing: Creating Competitive Advantage. 3rd ed. Oxford: Oxford UP, 2015. Print.
Yannopoulos, Peter. “Defensive and Offensive Strategies for Market Success.” International Journal of Business and Social Science 2.13 (2011): 1-12. Web.
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