Introduction To Sales and Marketing Strategy for The Weak – New Lanchester Strategy – Volume 2

New Lanchester Strategy Vol 2 INTRODUCTION TO SALES AND MARKETING STRATEGY FOR THE WEAK by Shinichi Yano (FOREWORD, from Volume 2) [wp_eStore:product_id:2:end] This is Volume Two of the three-volume New Lanchester Strategy. In it, we describe the strategy of the week. The New Lanchester Strategy includes strategies for both the strong (market leader) and the weak (second and lower market share). The starting point of stategy is, after all, the desire on the part of the weak to find a way to defeat the strong. Recently, diversification has led to increasing competition among companies engaged in disparate industries. Companies entering the fray for the first time need to implement the strategy of the weak. Even the strong would be well advised to familiarize themselves with the strategy of the weak in order to protect their positions of strength. This volume is a continuation of the story presented in Volume One. Supervisor Sakamoto remains the chief protagonist, and the story revolves mainly around him and his colleagues at Company W, a manufacturer. Other characters from manfacturing companies, retailers, and service industries are introduced in this story. We hope you'll agree that the merits of the comic book format are even more apparent in this volume. However, since this format does not allow us to go into great detail, we have provided a detailed summary at the end of each chapter, which we hope you wil take time to read. Chapter One Chapter One deals with differentiation strategy. Differentiation here means having something that the competition doesn't. This is the most basic strategy for the weak. Weak companies would be seriously mistaken to adopt the same strategies used by their stronger rivals. Since differentiation strategy involves having [...]