Start-ups, turnarounds and expansions can launch an attack. Large well-provisioned market leaders are always vulnerable to attack by smaller agile challengers:

a. Start-ups: A start-up enterprise can attack an existing competitor’s position via a launch strategy offering a lower price, more features, better quality, etc. Microsoft is vulnerable to new entrants offering better security and usability.

b. Turnarounds: Smaller struggling enterprises can attack a larger competitor’s position via quality, service or features. Wal-Mart is vulnerable to niched regional chains or local retailers offering differentiated products and services.

c. Expansions: Growing enterprises with industry momentum can further their expansion by attacking and dislodging the market share leader. Delta is vulnerable to attack by Jet Blue offering better quality and service.