In business strategy, offensive is the sum total of
aggressive posture and projection of power by dominant firms. The goals and
objectives vary according to the two types of offensive: market and industry.
Here are the brass tacks:
Market
offensive
Similar to theatre centric offensive in military
warfare market offensive is limited by geography or location and the attack is
made mostly as a pre-emptive one to dislodge a weak competitor. Here the
initiative rests with the attacker who must ensure that the targeted opponent
either close shop or make tactical withdrawal from the market for a
considerable period of time.
While market offensive leads to operational and/or
tactical victory this is not going to be the final outcome as some other firm
can replace the vanquished opponent. This type of offensive is much prevalent
in the Techno market where defeated firms can come back in new clothes or join
with some others to make a re-entry.
Industry
offensive
This is similar to strategic offensive in the
military arena. Here the focus is to use multiple campaigns not limited to a
single competitor or location but make a huge foray into the industry as such world-wide.
The domains of competition covers products, companies, product promotion & distribution,
techno innovation and sometimes unethical forms including guerrilla attacks on
fairly dominant players who would potentially succumb to these methods.
Before undertaking industry offensive the attacking
frim must do extensive and thorough planning and do so many war games in the corporate
board before plunging onto the offensive. There must be definite goals sought
by the attacking firm that could fundamentally alter the industry as a whole
and in the wake of it making many a competitors to bite the dust. Seiko watch
makers adopted this industry offensive successfully to dislodge the entire
Swiss watch manufacturers as well as watchmaking industry world-wide.
Cheers!
Muthu
Ashraff Rajulu
Business Strategist
Mobile: + 94 777 265677
E-mail: cosmicgems@gmail.com
Blog: Business
Strategist
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