Discussion
Instructions
On page 128, our textbook defines "Frontal Attack" as a "competitive attack where the attacker targets the perceived strengths of another company." Find a real-life example of a company that has done this, and assess the effectiveness of their decision to do so.
Answer
Frontal AttackIn marketing frontal attack is considered to be a strategy where an organization takes on the market leader matching their pricing, products and promotion tools to those of the leading competitor. While it is a risky strategy when it works it can elevate a company to a superior position in the market but failure means massive loss and a ruined reputation (Bekoglu, & Ergen, 2014). One of the companies that have successfully utilized the frontal attack is McDonald when it launched its McCafe offerings choosing to compete with coffee industry leaders such as Starbucks and Dunkin Donuts. After having experienced major challenges before 2003 MacDonald initiated a turnaround strategy that would see the company improve its image, venture into other sections of the industry and c...
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