A tactic is a specific operating plan
that details how a strategy is to be implemented in terms of when and where it
is to be put into action.
Competitive
tactics mainly are of 2 types-
A)Timing tactics
That means
when to compete. It includes-
(a)First
mover- create new product in the first place, spend huge in R&D.
Example-Netscape introduced internet browser
(b)Late
mover-they usually imitate the first mover. Copy their designs. Keep low
investment in R&D.
Example-Microsoft
created internet explorer after Netscape
B)Market Location tactics
That means
where to compete. It includes-
(a)Offensive
tactics- It is kind of attacking strategy. It includes-
Frontal attack-Delivering a competitor
head on attack with similar product, price, quality, promotion etc. Example-PepsiàCoca-Cola
Flank attack-Attacking in the
competitor’s weak point or blind spots i.e. its flanks.
Example -Titan on HMT
Encirclement attack-The combination of
frontal & flank attack. Example -Maruti Suzuki
Bypass attack-Known as ‘leapfrog’
strategy. Overtaking the competitors by introducing new technologies,
diversifying product. Example - PepsiàCoca-Cola
in china
Guerilla attack-Attacking the competitors
by launching small, alternative, hit and run, attacks to harass and destabilize
the competitors. Example- MicrobreweriesàAnheuser-Busch
(b)Defensive
tactics-It is a kind of defensive strategies. It includes-
Position defense-Occupying the most
desirable market space in consumer’s mind.
Example-
Strategy of Mercedes Benz against Toyota’s Lexus
Flank defense- Defending the market share
by entering new market & diversification.
Example-San
Miguel introduced ‘Gold Eagle’ against APB’s ‘Beer-hausen’
Preemptive defense- Detecting potential
attack and attacking the enemies first.
Example-
‘SEIKO’ has over 2000 models
Contraction defense- Strategy of
withdrawing the most vulnerable segments and redirect resources to most
defendable segments.
Example-‘Tata’
sold its Soap & Detergent unit to ‘Unilever’
Mobile defense-It is done by broadening
market, diversification, introducing new product.
Example-
‘Legend holding’ formed with ‘Aol’ to broaden business
Counter-offensive defense- Responding
competitors head-on attack by identifying attacker weakness and then launching
a counter attack.
Example-
Strategy of Toyota’s Lexus against Mercedes Benz
