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Using a military term in the area of marketing and sales is not common terminology. With that said, here are two examples of this, one in real life and one shown as a hypothetical.

For decades IBM has dominated the information technology business. Part of this related at one time in the computer business to main frame computers. Another IT company believed that IBM was weak in personal computing. This small company was called Digital Equipment. In a surprise move DEC, gained a larger share in the IT industry by preying on what they saw as a weakness in IBM. DEC developed smaller mini computers that could perform some of the tasks of large main frames. Therefore, rather than fight IBM with a line of mainframes of their own, they gained by exploiting what they perceived as an unprotected "flank" of IBM. They attacked IBM from the "side" if you will.

To further the point of flanking. here's a hypothetical situation. Suppose Coca-Cola totally dominated the cola soft drink market. ( it did at one time ).

A shrewd competitor might have seen that Coke offered no low calorie diet sodas. This new company or a well known rival could out flank Coke by introducing a "diet cola".


There are more examples of course, however, the two examples are ideas concerning "flanking". The principle in force in these examples are situations where the offensive minded company establishes a beach head in an "uncontested" zone.

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Q: What can be called a flanking approach practiced by a company policy relating to finding new customers?
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