Large,
well-provisioned competitors are always vulnerable to attack by smaller
more agile enterprises. Market share battles can be described by the
two primary maneuver forces of interaction and isolation. The need
to increase my interaction with a customer while isolating my
competition is at the heart of maneuver theory.
There
are many ways one can isolate a competitor via well-timed and
well-placed attacks. Generically speaking we can attack price, quality,
service features and reputation. And as long as the attacks are
credible I can begin isolating my competition while simultaneously
increasing my interaction with the customer.
It is the interplay of interaction and isolation that allows me to
shape the market to my advantage and the disadvantage of my
competition. When executing a campaign we work off a campaign palette
that incorporates actions designed to increase our interaction with our
customers while decreasing our competitions.
Read John Boyd’s " The Strategy Game" (Download strategygame.pdf) for more on interaction and isolation.
Download vSente’s Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.