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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 when guerrilla wins the battle- when competition is not prepare and unable to turn around and defend itself.
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