Beachhead Strategy in Marketing | How Companies use it?

Roshni Tamta Roshni Tamta
Aug 24, 2021 5 min read
Beachhead Strategy in Marketing | How Companies use it?

Every brand has its own strategies and sets of rules to run the business and stay active in the market. Every successful brand has a serious scheme and plan that its employees swear by. Companies must make deliberate, informed decisions about their visual design and brand story in order to build a powerful brand.

A brand strategy is a long-term plan developed by a company to develop its brand identity and establish a distinct perception in the market of its customer base. It involves precise and long-term objectives, the achievement of which leads to the creation of a strong image with high equity and credibility, as well as a competitive market position.

Today's market is based on impression and emotions, with a multiplicity of enterprises offering comparable products with little or few variations. Customers, in reality, pursue partnerships with businesses based on similar values. Having a brand strategy aids in the development of such relationships.

There are so many different strategies used by the experts and one such strategy is the Beachhead Strategy. This article is about the Beachhead strategy and how the companies use it to boost their businesses.

What is Beachhead Strategy?
Beachhead Strategy as a Marketing Technique
How Companies Use Beachhead Strategy?
Risks of the Beachhead Strategy

Beachhead market

What is Beachhead Strategy?

Beachhead strategy
Beachhead strategy

The Beachhead approach was developed as a military concept for use in armed combat. The technique is often used while conquering and occupying hostile territory. The invasion should begin with low-guarded areas on the outskirts that are easier to take over and occupy, according to the Beachhead technique. These places then serve as a stronghold for the invading group, allowing them to launch an attack on the enemy's central areas.

The invasion group takes possession of a location that the enemies don't consider essential. That region is then used as a staging area for excursions and campaigns across the territory. In marketing, it has a similar meaning, but it refers to techniques that do not include violence or murder.

Beachhead Strategy as a Marketing Technique

In commerce, especially for new businesses, the beachhead approach entails concentrating your assets on a single important range, such as a smaller showcase portion or item category, and conquering that region first, even overpowering that showcase, before expanding into larger markets.

Typically, a newly launched item or service is first promoted in areas on the city's outskirts, where the population is lower and lives are less active than in the city's core. These ranges are used to evaluate the new product. The reaction to the item, as well as the promotion strategies, are all taken into account and examined. If there is a positive response, the same promoting practise is stretched across a longer distance and used throughout the range.

The Beachhead method gives businesses an excellent opportunity to test their marketing ideas with the general population without spending a lot of money. The initial promoting push is reasonably limited in scope and money, and it grows to small ranges, which is reasonably inexpensive. Furthermore, the opinions produced by that small group of people are not only easier to collect and evaluate, but also a credible picture of what the reaction would be over a large area with a few tweaks of course.

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How Companies Use Beachhead Strategy?

This method is frequently employed by businesses to assure the success of their products and services. When they were first starting out, several big businesses adopted the Beachhead approach to achieve popularity and cement their place in the market. Facebook is one of the most successful examples of the new businesses that adopted the Beachhead method.

When Facebook was launched, Myspace was the dominant social networking platform, and Facebook stood little hope of fighting with it. Facebook, on the other hand, was certain in its new product and innovation, as well as its target audience. What Facebook did is that rather than directly competing with Myspace, Facebook built a beachhead elsewhere. Initially, only Harvard students and alumni had access to Facebook. Facebook concentrated all of its resources and strategy efforts on capturing one university. The evident strategy here was to focus on one campus at a moment. It found locations where Myspace was weak and developed a Beachhead there. But by the time Myspace realised it, it was too late.

Another great example is how Amazon first started out in the book market which at that time was very in demand and turned out great for the company. This allowed the business to create a beachhead model, and then Amazon moved into neighbouring product categories, then into various markets, finally becoming the world's largest e-commerce company.

Beachhead Strategy | How companies use it?

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Risks of the Beachhead Strategy

The beachhead technique is not without its drawbacks. The market dynamics as well as the sort of product/service are important considerations in the approach. The time that the company is not growing into new markets is a significant advantage for the competitors and financial loss for the business.

It can be challenging to find the smallest market that is both large enough to be significant and tiny enough to succeed. Due to the restricted revenue options available, startups that choose the wrong beachhead are more likely to collapse.

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The beachhead strategy can be a gamble sometimes. It provides the prospect of allowing new players to enter the market alongside established players. It also has drawbacks in terms of limiting rapid growth because the strategy focuses on one market at a time. When using the beachhead strategy, a company must exercise caution. When a business sees a quickly rising market that fits its products and skills, it often rushes to establish a foothold in it. It's easy to get caught up in the enthusiasm and overlook other potential market participants. Rivals may be seeking to establish their own beachheads with freshly created technology, thus ignoring them can be harmful.


Why is it called a beachhead market?

The beachhead strategy is named after the WWII battle of Normandy, in which Allied troops assaulted the Normandy beachheads, allowing them to control one of WWII's most pivotal engagements.

What are the required characteristics of a good beachhead market?

The market is chosen based on the suitability of the resources available, the products, and the market itself.

What is a beachhead segment?

A beachhead market is the segment of the market that you wish to dominate with your internal startup idea first.

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