Defensive marketing warfare strategies

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In marketing and strategic management, marketing warfare strategies are a type of

marketing strategy that uses military metaphor to craft a businesses strategy. See
marketing warfare strategies for background and an overview. Defensive marketing
warfare strategies are a type of marketing warfare strategy designed to protect a
company's market share, profitability, product positioning, or mind share.

[edit] Fundamental principles

There are five fundamental principles involved:

1. Always counter an attack with equal or greater force.

2. Defend every important market.
3. Be forever vigilant in scanning for potential attackers. Assess the strength of the
competitor. Consider the amount of support that the attacker might muster from
allies.
 4. The best defense is to attack yourself. Attack your weak spots and rebuild
yourself anew.
5. Defensive strategies should be the exclusive domain of the market leader.

[edit] Types of defensive strategies

The main types of defensive marketing warfare strategies are:

• Position defense - This involves the defense of a fortified position. This tends to
be a weak defense because you become a “sitting duck”. It can lead to a siege
situation in which time is on the side of the attacker, that is, as time goes by the
defender gets weaker, while the attacker gets stronger. In a business context, this
involves setting up fortifications such as barriers to market entry around a
product, brand, product line, market, or market segment. This could include
increasing brand equity, customer satisfaction, customer loyalty, or repeat
purchase rate. It could also include exclusive distribution contracts, patent
protection, market monopoly, or government protected monopoly status. It is best
used in homogeneous markets where the defender has dominant market position
and potential attackers have very limited resources.
• Mobile defense - This involves constantly shifting resources and developing new
strategies and tactics. A mobile defense is intended to create a moving target that
is hard to successfully attack, while simultaneously, equipping the defender with a
flexible response mechanism should an attack occur. In business this would entail
introducing new products, introducing replacement products, modifying existing
products, changing market segments, changing target markets, repositioning
products, or changing promotional focus. This defense requires a very flexible
organization with strong marketing, entrepreneurial, product development, and
marketing research skills.
• Flank position - This involves the re-deployment of your resources to deter a
flanking attack. You protect against potential loss of market share in a segment,
by strengthening your competitive position in this segment with new products and
other tactics. (see flanking marketing warfare strategies)
• Counter offensive - This involves countering an attack with an offense of your
own. If you are attacked, retaliate with an attack on the aggressor’s weakest point.

[edit] Lists of related topics

• Strategic management
• Marketing strategies
• Strategic planning
• Marketing warfare strategies
• Offensive marketing warfare strategies
• Flanking marketing warfare strategies
• Guerrilla marketing warfare strategies
• List of marketing topics
 • List of management topics
• List of economics topics
• List of finance topics
• List of accounting topics

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Categories: Marketing | Marketing strategies and paradigms | Strategic management