Twenty-five hundred years ago Sun Tzu wrote the Art of War. Washington, Clausewitz, Mao, Lenin, MacArthur, Stilwell, Patton all memorized what this ancient Chinese general preached in 13 short chapters war.
If your company is 4th, 5th, 6th, 7th or 10th in market share, your a guerrilla. Pay attention to Sun Tzu's simple suggestion, "Attack a place the enemy does not protect." Small companies survive even become giants in their specialty listening to this simple advice.
Enterprise Rental Cars focused on auto-body repair shops. Enterprise promised to reward consumers who crashed their cars by personally delivering a rental to the body shop. They also rewarded the body shop with a commission.
Hertz, Avis, General, Budget, Thrifty all attacked each other for the airport business traveler. They paid no attention to this little company focusing on renting cars to people who crashed their cars. Now Enterprise is the largest rental car company in the world.
Don't forget Sam Walton's strategy. He attacked the small towns with his Wal-Mart stores for 10 years before he went head to head against K-Mart. He killed them.
"Attack a place the enemy does not protect."
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