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Flanking strategy

Flanking strategy

Flanking StrategyThe flanking strategy is the optimum strategy for the third largest competitor in the market and a much lower risk alternative for the number twos than an offensive strategy.

The key principles of a flanking strategy are:

  • To create a new market or a new sector within an existing market – unoccupied territory is always easier to acquire than battling to capture market share from incumbent competitors.
  • To be first into the new market, but more importantly to be first into the mind of the target customer with a relevant and motivating proposition – who remembers who was the third man on the moon?
  • To surprise the competition and catch them off guard – some will  go into denial mode, some will ignore what is happening and some will behave like rabbits in the headlights.
  • If the initiative starts to gain traction in the market, press home the advantage.
  • To defend success but to abandon failure – better to live to fight another day.

World class flankers include Apple (iPod, iPhone, iPad, etc) and Dyson (bag less vacuum cleaners, energy efficient hand dryers, etc).

To discuss your business critical issue

Please call Paul New on 020 8390 9972 or send a message.

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To discuss your business critical issue, please call Paul New on 020 8390 9972 or send a message.

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