Frontal Attack

Posted in Marketing and Strategy Terms, Total Reads: 9925

Definition: Frontal Attack

Frontal attack is one of the marketing strategies inspired by war tactics.  Frontal attack involves a head on attack on the competitor by matching the competitor in all aspects – product, price, place promotion. For a frontal attack to be successful it is believed that the player should have more than three times the fire power of the opponent.

Frontal attack is a highly risky marketing strategy, it has better chances of success if the player attacks the weakest element of the opponent, and also if the opponent is constrained in its ability to react.

There are different types of frontal attack:

  • Pure frontal attack: It involves matching the competitors in all aspects of marketing
  • Limited frontal attack: It involves attacking in  specific customer segments
  • Price based frontal attack: Every product attribute is matched by the competitor
  • Research and development attack

For example, RCA, Xerox and Univac tried to attack IBM’s mainframe business but failed due to lack of competitive advantage. The Cola wars between Pepsi and Coke starting from the early 1900s is an example of frontal attack strategies. McDonald’s Mccafes which are coffee joints are seen as a direct frontal attack on Starbucks.



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