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Images of Lanchester Strategy part I, presented at the Fairbanks Alaska QFD conference Introduction The Lanchester Strategy of sales and marketing based on F. W. Lanchester's equations of combat  has been extensively developed in Japan since the early '60s . The strategy is based on a rigorous mathematical analysis of military and marketing warfare that uses elements of game theory, probability, ecology and calculus to show that the Lanchester laws are verified in theory and practice . As this knowledge filters out into the business world , , the interest is in real life case studies that illustrate the application and practice of the Lanchester Strategy. However, companies are reluctant, if not paranoid about releasing information on strategic planning, market share and business strategies to potential competitors, as any case study of more than superficial interest will cover these areas in detail. An approach to gaining real world case studies is to view recent articles in the business journal through the lens of Lanchester Strategy. Using data taken from recent Wall Street Journal articles, we will provide sufficient market share and background information to generate a number of case studies that illustrate the Lanchester strategy, but first we will provide some background on F. W. Lanchester, the strategy and its significance. The Lanchester strategy for sales and marketing is a broad strategy that includes a set of tactics for new product introduction and attack on existing companies and an equivalent set of tactics for the market leader for defense of a market share. Lanchester's principle of concentration shows the importance of focusing on a narrow segment of the market (or customer group, geographic area, etc.) in the drive for dominance. Developing a company is [...]
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