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Defensive Strategy: Marchelle Irish S. Parale

The document discusses defensive strategy, which is a marketing tool used by management to defend a business from potential competitors. It aims to maintain market share and profits by keeping customers happy and stabilizing revenue. The document outlines the objectives of defensive strategy and explores approaches, types, advantages, and disadvantages of different defensive strategies. Key takeaways are that defensive strategies aim to maintain existing market share and competitive advantages while safeguarding current market positions.

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Chelle Rish
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132 views10 pages

Defensive Strategy: Marchelle Irish S. Parale

The document discusses defensive strategy, which is a marketing tool used by management to defend a business from potential competitors. It aims to maintain market share and profits by keeping customers happy and stabilizing revenue. The document outlines the objectives of defensive strategy and explores approaches, types, advantages, and disadvantages of different defensive strategies. Key takeaways are that defensive strategies aim to maintain existing market share and competitive advantages while safeguarding current market positions.

Uploaded by

Chelle Rish
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Defensive Strategy

MARCHELLE IRISH S. PARALE


Agenda
+To define the Defensive Strategy
+To know the Approaches to Defensive
Strategy
+To determine the Types of Defensive
Strategies
+To identify the Advantages of Defensive
Strategies
+To identify the Disadvantages of Defensive
Strategies

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What is Defensive Strategy?
A marketing tool that management uses to defend
their business from potential competitors.
In other words, it’s a battleground where you have
to fight and protect your market share by keeping
your customers happy and stabilizing your profit.
In simple words, we can say that a defensive
strategy is about capitalizing on your strengths
and competitive advantages to push the
competitors.

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Approaches to
Defensive Strategy

Active Approach Passive Approach

Increase the
New Product Reconnect with Old
marketing and Cut down the price Provide discounts  Company Expansion
Innovation Customers
promotional activities

4
Types of Defensive Strategies

Joint Venture Retrenchment Divestiture Liquidation


Advantages of Defensive Strategies

Marketing &
Advertisemen Less Risky
t

Promote Value
of your
Product

6
Disadvantages of Defensive Strategies

Different Needs
of Target Market Innovation

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Sample of Defensive Strategy

vs

vs
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Defensive strategies are management tools that can be used to
fend off an attack from a potential competitor. 

Key Take aways


Objectives of Defensive strategies:
•To maintain the existing market share and to maximize profitability
•To safeguard the existing levels of competitive advantage
•To keep up top position in local and existing markets.
Reference: https://www.marketingtutor.net/defensive-strategy/#Approaches-to-Defensive-Strategy 9
+"The biggest risk is not taking any risk... In
a world that changing really quickly, the
only strategy that is guaranteed to fail is
not taking risks." — Mark Zuckerberg,
Founder & CEO of Facebook

Thank You
2/2/20XX PRESENTATION TITLE 10

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