Laws derived by British researcher Lanchester from aircraft losses in World War I: if weapons have equal performance, the side with more troops wins.
Used as a framework for success in today's mature markets, where product differentiation is difficult. The first law is called the weaker player's strategy; the second is the stronger player's strategy.
[Five Key Strategies for the Weaker Player]
(1) Local battle: target niche markets
(2) One-on-one battle: target markets with few competitors
(3) Close-range battle: compete through personal contact
(4) Concentration: choose and focus on a target
(5) Diversion: keep competitors from reading your intentions
[Five Key Strategies for the Stronger Player]
(1) Broad-area battle: target large markets
(2) Probability battle: more attempts increase the chance of success
(3) Long-range battle: use advertising and channels effectively to compete at a distance
(4) Comprehensive battle: deploy every available resource
(5) Guidance: draw competitors into an arena where you have an advantage