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Strength_is_a_weakness_also
| Strength is a weakness... also
McDonald’s become the largest national fast – food chain in
eighties. They had found their perfect recipe for success. And
they were all out to defend their turf come the hell. McDonald
strength was the hamburger, its uniformity instant delivery and
inexpensiveness.
The advertising said about the top of the live, the Big Mac:
“Two all-beef patties, special sauce, lettuce cheese, pickles,
and onions on a sesame seed bun.”
What should be the best strategy to attack a leader, who is all
out to defend his ground?
Simple, change the battle ground and rules itself. Study the
leader and take 180° about turn and walk and choose your own
ground to launch an attack.
That’s what burger king did to Mac. They study Mac strength and
choose the stark opposite approach.
“Have it your way”.
Burger king advertisement exclaimed at Mac and attracted
customer who prefer to choose their own way to eat their
hamburger from their very own plate. “Have it your way” was a
clear differentiator between the two chains. Also the effect
was, Mac was squeezed. They can’t afford to tamper their hard
earned, finely turned system in order to match the Burger king.
At least not so early.
That where guerrilla wins the battle- when competition is not
prepare and unable to turn around and defend itself.
About the author:
Arvind Kumar is a Engineer by education from I.I.T, Delhi. He
is working since 2000 in Internet economy has launch many
venture. Reach him at www.nuttymarketer.com.
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