In this offensive approach, firms concentrate their competitive attention
directly on the weaknesses of rivals. There are a number of weaknesses which
can prove fruitful to challenge:
• Attack geographic regions where a rival has a weak market share or is
exerting less competitive effort.
• Attack buyer segments that a rival is neglecting or is weakly equipped to
serve.
• Attack rivals that lag on quality, features, or product performance; in such
cases, a challenger with a better product can often convince the most
performance-conscious customers of lagging rivals to switch to its brand.
• Attack rivals that have done a poor job of servicing customers; in such
cases, a service-oriented challenger can win a rival's disenchanted
customer