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If yours is a small business and you have big or even huge competitors, you may be laying awake at night wondering how can you possibly beat them. You can't out-advertise them Shayne Gostisbehere Jersey , or out-promote them, and you probably won't be able beat to its prices. For example, think about a small business whose biggest competitor is Wal-Mart Claude Giroux Jersey , Best Buy, or some other huge retailer. Is there any way to compete successfully against these Goliaths?


My answer is to use marketing judo.


As you may know judo was developed many hundreds of years ago as a means of self-defense. But did you know that much of judo is based on the concept of using the opponent's strengths against him? One example of this is when the attacker pushes against an opponent. The opponent simply steps aside and (usually with the aid of a foot), uses the opponent's own momentum to throw him forward.


The lesson for the smart marketer is to first analyze the competitions? strengths and then develop strategies that will turn these strengths into points of attack.


But first Nolan Patrick Jersey , let's talk about strategies. Many small businesses think that strategic planning consists of developing an overall strategy (or set of strategies) and sticking to these strategies for the entire length of the marketing plan ? be it six months, a year or even longer. In truth, your strategies should be designed to meet existing conditions and then changed whenever conditions change or you discover new competitive weaknesses.


How does all this work in practice? Let's get back to the Wal-mart example. You will never beat Wal-mart in head-on competition. Let's look at some of Wal-mart's strengths:


? It offers a huge variety of merchandise ? everything from women's apparel to household electrics Wayne Simmonds Jersey , and flat panel TVs to fine jewelry.


? It has large stores (in some cases, super stores) almost everywhere.


? It has a very sophisticated system for purchasing products and controlling inventory.


So how can we use marketing judo to turn these strengths against the giant retailer?


First, because Wal-mart offers a huge variety of merchandise Wholesale Philadelphia Flyers Jerseys , its inventory may be wide but it generally isn't very deep. Back in Nebraska we used to describe the Platte River as a mile wide and an inch deep. You could almost describe Wal-marts inventory the same way. Go into a Wal-mart store and check, for example, the depth of its inventory of computer products or golf equipment. . Chances are Cheap Philadelphia Flyers Jerseys , you'll find only a few dozen computer products, and even fewer golf-related items.