Share on Facebook Defensive strategies are only used by market leaders in strategic management.
An offensive strategy provides a means for your new business to hit the market strong and establish a presence, whereas a defensive strategy can help keep you at the top of your local industry. Each type of marketing requires careful planning and resource allocation to reach the largest number of consumers.
Reactionary Marketing Strategy A defensive marketing strategy is largely reactive to the competition or perceived occurrences in the market, according to the website for the Massachusetts Institute of Technology. A defensive strategy seeks to counter product claims made by the competition or to stem the tide of a perceived competitor advantage.
For example, a company that highlights the effectiveness of its products in the wake of competitor claims of product inferiority is using a defensive marketing strategy.
A company may also seek to introduce products into the market that are better than its existing offerings as part of a defensive marketing strategy.
Defensive Marketing Advantages For an established company with a wide customer base, defensive marketing is a useful strategy. The company doesn't have to actively work to generate customer interest in its products and can simply reinforce its product messages with consumers.
A well-built reputation through quality products makes it difficult for a new competitor to enter the market and attack the established company's customer base.
The established company simply uses its defensive marketing to reinforce customer confidence in its products and swat the newcomer away. Offensive Marketing Definition An offensive marketing strategy seeks to attack the market by targeting the weaknesses of the competition and emphasizing the company's strengths in comparison.
Offensive marketing does not seek to challenge an industry leader's strengths since that would only play to the leader's defensive marketing capabilities. This strategy attacks the industry leader where the company is at its most vulnerable.
For example, a company using an offensive marketing strategy may seek to target an established industry leader's shaky product safety record by emphasizing the safety of its own products.
Offensive Marketing Techniques The marketing attack from an offensive-minded company must be as focused as possible according to Quick MBA's website. A focused attack hammers home the company's product message to consumers and casts doubt on the industry leader's weakest areas.
A marketing attack that is too broad risks its message losing focus with consumers. This may also mean a company using an attacking strategy will introduce only one product at first to clearly establish it as a challenger to the industry leader's own product.
Houser About the Author Jonathan Lister has been a writer and content marketer since Emerging technologies may enable a next generation of data-management capabilities, potentially simplifying the implementation of defensive and offensive strategies.
TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities and Threats. Business Strategies and Patent drafting: Offensive & Defensive Patenting & Design-around Techniques (Chapter VIII) all claimed elements are present.
Infringement under the doctrine of • Close analysis of the prosecution history of the. Offensive and Defensive Strategies for Industry Leadership. An industry leader is the one who dominates the market in terms of products, sales, and holds a good reputation in the market and smoothly executes its activities in long-run.
Defensive strategies are management tools that can be used to fend off an attack from a potential In contrast to offensive strategies -- which are aimed to attack your market competition -- unpredictability of today’s environment and the limits of deductive analysis.
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