If you’re the owner of an up-and-coming or medium scale business sharing your market with the industry’s chief players there is no need for you to strain yourself about going on a head-on collision with the big names. Going beyond the means of your company will only drive your financial manager nuts. In fact, this is a futile effort because the more meager business (this sadly, is YOU) is sure to lose. Running a business does entail risks but it is not exactly within the realm of mere luck.
Since the ‘David versus Goliath’ attack plan is not applicable, it would be best to try yet another ancient approach- ‘divide and conquer’. Consider this plan of attack:
Specialize. Despite the obvious fact that your business is already small compared to the big names, it would still be wise to drop the less productive domains of your business in order to concentrate more on improving your strong points. Recognize your assets and put out all necessary effort on improving them. Make sure that your best-sellers remain at par with their respective counterparts from the big companies.
Keep your allies. Maintain close ties with your loyal customers and keep them happy with your good quality products. Encourage them to spread the good word about your business.
Reconnoiter. Smarten up! Study your market and your competitors, find out their weak points and make these points your priorities for upgrading. Finally, hit them where it hurts.