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Chapter Eleven
The Nine Varieties Of Ground |
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Choose a Favorable Battleground
Shape Your Opponent's Strategy
Make Victory the Only Option
Plan Coordinated Efforts
Press the Attack
Learn Winning Ways |
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An ancient proverb says the first blow is as much as two. The attack has the advantage of the initiative. Since it forces action on the opponent, it relegates him to second place. The morale of the aggressor is also strengthened. |
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Offensive action must be a continuing process. Only then does it permit you to maintain freedom of action, meet unexpected developments, and determine the course of action. |
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Tactical considerations influence strategic plans. That is, you may need to launch your offensive where it is tactically possible, not where it is strategically desirable. For example, a company with a high-end product strategy might determine that success with a specific product in a mid-priced position is more readily attainable. |
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Two important components of the successful campaign are to strengthen customer value and know your opponent's strengths and weaknesses. In the attack, a fundamental principle is to avoid that which is strong and attack that which is weak. |
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While it is important to do things that give you an advantage, give serious consideration to actions that also put your competitor at a disadvantage. |
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The concepts of niching and segmentation provide excellent opportunities for maximizing strengths in developing offensive thrusts. Segmentation is a way for anyone of any size to secure a position by focusing strengths on a specific, narrow frontage of the market. |
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