The principles of guerrilla marketing.docVIP

 PAGE \* MERGEFORMAT 24 The principles of guerrilla marketing In military history, Cuba, Viet Nam’s experience has been confirmed by the power of guerrilla warfare. In the business world also has a kind of guerrilla warfare to save strength tactical advantage, which allows small companies may also be in the territories of large companies show their skills. Of course, the size is always relative. The smallest car companies (such as the U.S. auto company), he also has the largest razor company (such as the Gillette Company) is much greater. However, the U.S. auto companies should launch a guerrilla war, while Gillette to be carried out, it is a defensive war. However, more than the size of your own is more important things, it all depends on how the size of your competitors. Marketing the key to war is to follow the status of its competitors, rather than according to your own situation to decide what you should take strategy. 1. The principles of guerrilla warfare (1), one of the principles of guerrilla warfare: in the market to find a small piece of the market segments you have enough defense. This ‘small’, which can be the geographical sense, it can be the number of sense, but also some other big companies can be difficult to attack aspects. Guerrilla warfare does not change the marketing battle among the mathematics and (large companies still overwhelm a small company), but a guerrilla war, always require reducing the size of force in order to achieve a comparative advantage. To use a popular phrase, namely, an attempt to transform itself into a big fish in a small pond. Similarly, the geographical breakdown is also a tradition of achieving this goal. In some cities or towns, you can always find some department stores, restaurants, hotels, their size than the Hills (Sears), McDonald’s and Holiday Inn at the local store big. And places can be according to local custom to provide appropriate goods, food and services. This is not nothing new, almo