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Harley Davidson Offensive Strategy Essay

1672 Words7 Pages

Introduction: For an industry leader it is very important to come up with a tactic to defend and make its leadership more strong. It’s imperative for an industry leader to become a dominant leader rather than just a common leader. The industry leader also has to keep in focus its large market share because that’s the industry leader gets competitive advantage and profitability. Some of the key characteristics of the industry leader are having powerful position in market, a reputation that’s well known, several proven successful strategies, and its key concern as an industry leader is how to maintain the dominance of its leadership. Three main strategies that industries leaders implement to secure their market position and to further strengthen …show more content…

It was focused on Harley Davidson being cheaper and faster than foreign bikes. They did this by highlighting the uniqueness in their bikes and also pinpointing what the competitors’ products didn’t have. Burger King’s advertisement targeting McDonald’s directly in this print ad campaign. Offensive strategy is a difficult one because it requires the company to know its own strengths, deficiencies, uniqueness and competitive advantages and also the same things for its competitors. Offensive strategy has following types: • Frontal Attack: Here companies attack competitors with similar products, price range, similar quality, promotional campaigns and its distribution pattern. This is extremely risky to go for as here a company strikes at another company’s strengths and competing company’s strengths are well protected and guarded. • Flank Attack: Here companies attack the competing company on its weak-point. This style is less risky because another company will be unable to defend its weak points. • Bypass Attack: Here companies overtake competitors by introducing new products or by diversifying their product range. • Guerilla Attack: These are basically small and part-time hit-and-run attacks to weaken the competitor. B) Fortify and Defend

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