DNA required for firms using flank attack business tactics

Flanking in military sense is a tactical manoeuvre adopted to disorient a strong opponent and breakthrough his ranks on the sides rather than in front. History records flanking can succeed when practised by brilliant commanders such as Julius Caesar, Napoleon Bonaparte and Sun Tzu. Flank attack as one of the business tactics is executed by many challengers. However to succeed firms need DNA as explained below:

1. Sun Tzu recommends flanking as a good tactic to gain access to the ranks of an opponent but cautions against denying liberty for the opponent to move out from at-least one side, lest he will be forced to fight with such ferocity that flanking army cannot sustain.  In business application firm can do flank at its pleasure but must leave some elbow room for the defender to counter-manoeuvre

2. Always target the number 1 or 2 in the competitor ranks whose weak spots are latent. Many large companies will have blind spots where they under-perform. This can happen in three ways. One is geographical where his presence is limited. Two he is not catering to particular segment in the market such as disabled people. Three his main product can be differentiated by the flanker without quick response by the defending company

3. Flanking is similar to double-edged sword that can cut both ways. Flanker can win easily at the beginning but as response slowly builds up he can be either ambushed or stands unable to pin-down the competitor. One way of ambushing is by the defender to bring out “flanker brand” that would be used to dismantle the new product of the challenger. Pinning down amounts to some kind of endurance test as leaders in industry will have more staying power to withstand pressure and turn the tables against the flanker

4. Firms bent on flanking must gather market intelligence and trends and bring out products that have the potential to gain market access and customer acceptance. Here are four examples of flanking successes:

For price sensitive consumers budget airlines offering no-frill air travel

For status sensitive car owners Lamborghini introducing luxury limited edition vehicles

Softsoap raising curtains on liquid body wash

Timex distributing its watches through drug stores

 

Cheers!

 

Muthu Ashraff Rajulu

Business Strategist

Mobile: + 94 777 265677

E-mail:   cosmicgems@gmail.com

Blog:   Business Strategist