1.  Direct attack

Carl von Clausewitz:  To employ all the forces which we can make available with the utmost energy.   To concentrate our force as much as possible at the point where the decisive blows are to be struck.   Not to lose time..  To follow up the success we gain with the utmost energy.  The pursuit…is the only means of gathering up the fruits of victory.

direct attack porcelain tile business

Direct attack involve a lot of resources + other resources (to maintain freedom of action) and the global porcelain flooring market is large and fragmented, which provides ample opportunities for expansion.


2.  Indirect approach

Liddell Hart: Dislocation is the aim of strategy.  A strategy does not need to overcome resistance, but rather exploit the elements of movement and surprise to achieve victory by throwing the enemy off balance before a potential strike. Responsibility is to seek it under the most advantageous circumstance in order to produce the most profitable result.

Liddell Hart's eight Maxims of Strategy

1) adjust your ends to your means

2) keep your object always in mind, while adapting your plan to circumstances

3) choose the line (or course) of the least expectation,

4) exploit the line of least resistance

5) take the line of operations which offers alternative objectives

6) ensure both plans and dispositions are flexible - adaptable to circumstances

7) do not throw your weight into an opponent while he is on guard

8) do not renew an attack along the same lines if an attack has failed

André Beaufre: all strategy boils down to an attempt to maintain freedom of action while restricting the freedom of action of the opponent.

indirect approach porcelain tile business

Only Urbatek (Porcelanosa) and keratec (Aleluia) have specific website. Ilva is a porcelain tile flooring (no wall products).


3. Guerrilla

"The enemy advances, we retreat; the enemy camps, we harass; the enemy tires, we attack; the enemy retreats, we pursue."

"The guerrilla must move amongst the people as a fish swims in the sea."

Mao Tse-tung


"So in war, the way is to avoid what is strong, and strike at what isweak.”

Sun Tzu.


The guerrillas must identify the smallest possible targets.  Never act like a leader.   Be ready to enter or exit.

 guerrilla porcelain tile business


objective:promote porcelain tile consume.

Want to be a valuable research tool. Provide information and recommendations.

(example of content, see in youtube:   "porcellanato is always the best")

woodporcelaintile strategy segmetation

Recommended books:

Liddell Hart, Basil H.  “Strategy” second revised edition; Meridian Book; 1967

Luttwak, Edward N. “Strategy, the logic of war and peace”; The Belknap Press of Harvard University Press; Massachusetts; 1987

Frischknecht, Federico y Alonso, Delamer, Lanzarini y Moya. “Estrategia, teoría y práctica”; Instituto de Publicaciones Navales.1998. Buenos Aires

Beaufre A. Gral. “Introducción a la estrategia”. Rioplatense, Buenos Aires, 1977.

Clausewitz, Karl von: De la Guerra. Ediciones Solar. Buenos Aires. 1983.

Manstein, Erich von: Lost Victories. Presidio. USA. 1982.

Sun Tzu: El arte de la guerra (siglo V a.C.). Editoral Troquel. Seg.edición. Argentina. 1995.