MARKETING STRATEGY (The Challenger)
If we're new to the market place, we first examine our competitors strengths and weaknesses, then it goes like this.

New in the Marketplace, Attacking the Leader:

1. We have the advantage of surprise, though short lived. We're able to get on sports shows, both radio and TV, and in newspapers. Our competitor checks and finds we have a strong reputation. We buy the building telling them we're long term oriented. We have so many quality people between all the facilities it's easy to convince some to go to a different location for a couple of months and hit our competitor hard. We have surprise, we have quality numbers, we have experience, and one of us is always on the battlefield. They hear about us on the radio, TV, they get our flyers, our sequential dialing machines have been known to reach them at home, at their business, and even at pay phones. We wear them down.

2. We're deeper financially and able to last out any price cuts they may do to keep market share. Since we're on the attack and their in a defensive position, their moves are predictable and easy to counter.

3. With nationwide contacts we make sound decisions based on good information.

4. We do what we call market segmentation. We chip away at our competitors a little bit at a time. We slowly take away their leagues one at a time and they may not notice until it's too late.

5. Because of our time in the market the other facilities spin off a strong and dependable cash flow we can funnel to sustain the battle for the marketplace.