ABSTRACT
One of the most important approaches is to offer a lower price than the competitor. The enterprise, depending on the product or service and the target group, can also make use of other aspects of the marketing mix, such as a major advertising offensive. With the frontal attack, the enterprise should take into account a forceful and harsh reaction from the competitor. The risk that the enterprise takes is that the competition will counter attack the most important segment of the enterprise and could force the enterprise onto the defensive. This competitive strategy requires a great deal of investment and entails risks. If the enterprise succeeds in winning the attack, the market lies open and the enterprise can become the market leader. A guerrilla attack also focuses on the main segments of the competition and is usually carried out by enterprises that are less substantial and generally smaller in size.
