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Unicist Market Confrontation

Unicist Strategy

The Unicist Standard provides the unicist unified field method to manage the unified field of business strategies to ensure the achievement of results.
Unicist Strategy is an emulation of the intelligence that underlies nature. It is a conscious planning process to achieve possible goals developing maximal strategies to expand and minimum strategies to ensure profits. It was created to develop strategies in adaptive environments, integrating expansive and defensive strategies as a unit to ensure results.
The unicist unified field method defines the steps to diagnose, build solutions and develop pilot tests to ensure the results of business business strategies.
The Unicist Artificial Intelligence, that emulates the rules of the intelligence that underlies nature and human intelligence, allowed developing the Unicist Strategic AI Monitor that transforms the conceptual and fundamental approach into operational action plans.


The Nature of Market Confrontation

Marketing is a permanent confrontation with competitors. A confrontation may be active or passive, but it is always present. If the parties understand that confrontation is a permanent condition, they will be conscious of each one’s possibilities and the objectives that can be achieved in the market.

A confrontation is the result of a conflict. A confrontation is considered an unwanted extreme situation but at the same time a natural condition by expansive cultures. That is the reason why developed and developing countries have such different conceptions of marketing.

In the conquest of markets, clients acquire a product or another, so that, one competitor wins and the other one loses in each purchase.  This is a natural situation in every developed culture. On the other extreme, underdeveloped countries have a very different conception of a confrontation.

Underdeveloped cultures are characterized by their identification with the victim, while they seek to obtain benefits from the victimizer.  That is why it is very difficult for them to participate in confrontations to achieve a competitive advantage in relation to a competitor.

Independently of each person’s individual attitude, companies need to be in condition to start a confrontation against their competitors.

The different types of confrontations that have been researched in the history of wars and competitive strategies, including the benefits for winners and the consequences for losers can be synthesized as follows.

Marketing implies positioning products as “the first choice” for the client.  Everybody has to “want them”.

That is the reason why there is a confrontation. Confrontations have winners and losers. There are always winners and loser, even when it is about a stable, not competitive, technological or commercial oligopolistic market.

There are no confrontations under monopoly conditions. All the competitors prefer their suppliers’ markets to be competitive, but their own market to be a monopoly.

Few people realize that in monopolistic markets, there are either appropriate succedanea that balance monopoly, or a third party (usually the State) that interferes. In this case, a conflict with the State begins that may end as a confrontation or not.

In the following pages, different confrontation situations will be described and then the market confrontation will be explained in terms of each competitor’s position.

Supremacy Confrontations

Confrontations of supremacy take place between the leader and the second leader of the market. When there are no absolute leaders or no second leaders, there are no supremacy confrontations.

Supremacy confrontations are based on the functional, objective or subjective added value of the brands involved. Supremacy confrontations take place only in “brand markets”, where differentiations are attributed to brands.

Dominance Confrontations

Only those who “own” a market are able to begin a dominance confrontation. The objective of these confrontations is to sustain the standards and the rules of the market. In this case, the company needs to attack all the competitors that are trying to “capture” market niches.

Conquest Confrontation

The natural path for innovations is the confrontation of conquest. A confrontation of conquest begins when a new product with no synergy with the pre-existing products is launched. There is also a confrontation of conquest when new markets are sought.

Survival Confrontation

It is the confrontation a market defendant has to face when being attacked by a conqueror that needs to beat him in the consumer’s mind. The survival confrontation requires defending the flanks attacked by conquerors.

Influence Building Confrontation

The influence building confrontation is the response of the competitors of a market that has a dominant participant. This confrontation uses different shapes to avoid the disappearance in the market and also to increase the influence to conquer niches in a market.

Annulment Confrontations

Annulment confrontations seek to avoid the expansion of niches occupied by competitors. The only way to avoid the expansion of competitors in the markets is by finding a way to annul their actions.

Ideological Niche Confrontation

In order to enter in a non-commodities market, it is necessary to undermine the leader ethically, so as to be able to enter in any niche, to maintain this niche or niches and to expand them to other niches and segments.

Obstructing Confrontation

When new competitors become dangerous because they offer a superior product, it is essential to “annihilate” them. The obstructing confrontations have a high emotional content, since “hate” is usually the driver of the confrontations with a superior competitor. They frequently fail because emotions prevail over rationality.

Ethical Niche Confrontation

The ethical niche confrontation is the natural way to introduce new concepts in a market. It has the same characteristics of the ideological niche confrontation plus a strong emotional component.

Outsiders’ Confrontation

The outsiders’ confrontation is the strategy among the outsiders of the market. The outsiders’ confrontation occurs beyond the ethics of a market. Materialistic survival is all that counts in this strategy. The losers of this outsiders’ confrontation disappear.

Peter Belohlavek
The Unicist Research Institute

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