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    Strategic Marketing, 3 Edition

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    Sabrina Esha
    For market leaders, offensive tactics expand the total market through new users and increased usage, while defensive tactics protect current market share through techniques like position defense, flanking defense, and preemptive defense. Market challengers employ frontal, flanking, or encirclement attacks against competitors, or bypass attacks by diversifying into new markets. Smaller companies with limited resources may use guerrilla marketing tactics like unconventional promotions to build awareness.

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    Strategic Marketing, 3 Edition

    Uploaded by

    Sabrina Esha
    33 views16 pages
    For market leaders, offensive tactics expand the total market through new users and increased usage, while defensive tactics protect current market share through techniques like position defense, flanking defense, and preemptive defense. Market challengers employ frontal, flanking, or encirclement attacks against competitors, or bypass attacks by diversifying into new markets. Smaller companies with limited resources may use guerrilla marketing tactics like unconventional promotions to build awareness.

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    westetal3e_ch04_part02

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    For market leaders, offensive tactics expand the total market through new users and increased usage, while defensive tactics protect current market share through techniques like position defense, flanking defense, and preemptive defense. Market challengers employ frontal, flanking, or encirclement attacks against competitors, or bypass attacks by diversifying into new markets. Smaller companies with limited resources may use guerrilla marketing tactics like unconventional promotions to build awareness.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    33 views16 pages

    Strategic Marketing, 3 Edition

    Uploaded by

    Sabrina Esha
    For market leaders, offensive tactics expand the total market through new users and increased usage, while defensive tactics protect current market share through techniques like position defense, flanking defense, and preemptive defense. Market challengers employ frontal, flanking, or encirclement attacks against competitors, or bypass attacks by diversifying into new markets. Smaller companies with limited resources may use guerrilla marketing tactics like unconventional promotions to build awareness.

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    You are on page 1of 16

    Strategic Marketing, 3rd edition

    Chapter 4: Strategic marketing


    decisions, choices, and mistakes
    Structure
    A. INTRODUCTION

    1. Overview and Strategy Blueprint


    2. Marketing Strategy: Analysis &
    Perspectives

    C. WHERE DO WE WANT TO BE?


    4. Strategic Marketing Decisions,
    B. WHERE ARE WE NOW? Choices & Mistakes
    5. Segmentation, Targeting
    3. Environmental & Internal Analysis: & Positioning Strategies
    Market Information & Intelligence 6. Branding Strategies
    7. Relational & Sustainability
    Strategies

    D. HOW WILL WE GET THERE?


    8. Product Innovation & Development
    Strategies
    E. DID WE GET THERE?
    9. Service Marketing Strategies
    10. Pricing & Distribution Strategies
    14. Strategy Implementation, Control
    11. Marketing Communications Strategies
    & Metrics
    12. International Marketing Strategies
    13. Social and Ethical Strategies
    • Functional Level
    Functional Level: Strategic decisions of
    products to offer and markets to target

    Diversification

    Ansoff’s product/market matrix


    • You are a manufacturer of pens. Your team and you decide that
    it’s time for your company to grow. Four of your teammates
    propose four different growth strategies as follows:
    – Teammate 1 says, ‘Let’s start manufacturing diaries’
    – Teammate 2 says, ‘We should improve the distribution system so
    that the pens reach customers more easily. This will lead to more
    purchase and help us grow’
    – Teammate 3 says ‘Why don’t we introduce a color pencil line beside
    the pen line? Customers who buy pens would love to buy color
    pencils’
    – Teammate 4 says, ‘We should definitely start selling our pens in Sri
    Lanka. They demand a lot of pens each year!’
    • What kind of strategies are each of your teammates referring
    to?
    Competitive position tactics
    Competitive tactics for market leader

    • Offensive tactics:
    – Expand total market: new users, new uses, more usage
    – Expanding market share: heavier advertising, improved
    distribution, price incentives and new products
    • Defensive tactics:
    – Protect the current market share
    Defensive tactics: Protect Market share

    • Position defence: involves occupying the most desirable market


    space in the minds of the consumers, making the brand almost
    impregnable.
    • Flanking defence: aimed at capturing market segments that are not
    being well-served by the firm's competitors. Flanking compels the
    threatened competitor to either allocate resources to the segments
    being attacked (and thus dilute the competitor's marketing efforts) or
    to lose them to the attacker.
    • Pre-emptive defence: the leading firm can be aggressive and strike
    competitors before they can make any move against it
    Defensive tactics: Protect Market share
    • Counter-offensive defence: This involves that the market leader
    will attack the attacker in its main territories so that the attacker
    will have to put back some resources for the attacked territories
    and will have to divert its attention from launching attack on the
    market leader. This may involve significantly lowering the prices
    of the product or aggressive marketing communications or
    flooding the market with the products.
    • Mobile defence: the leader extends itself to new markets that
    can serve as future bases for defence or offence
    • Contraction defence: when resources are spread too thinly, firm
    opts to withdraw from those segments in which it is most
    vulnerable or that which has least potential. Then it
    concentrates resources in other segments believed to be more
    valuable
    Competitive position tactics
    Competitive tactics for market challenger

    • Frontal attack: challenger opposes competitor


    directly using its own weapons and trying not to
    expose its weak points
    • Flanking attack: challenger focuses on competitor’s
    weaker flanks or gaps in the competitor’s market
    coverage
    • Encirclement attack: challenger encircles
    competitor’s position in terms of products or
    markets or both. It attacks rivals in as many ways
    as possible by stretching product lines
    Competitive tactics for market challenger

    • Bypass attacks: the challenger chooses to diversify


    into unrelated products, moving into new markets,
    technologies to replace existing products
    • Guerrilla attack: smaller companies with relatively
    limited resource base employs this
    Example of guerrilla marketing
    Example of guerrilla marketing
    Competitive position tactics
    Competitive position tactics

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