Market-Based Management, 4th edition Defensive Strategies Chapter Thirteen

Defensive Strategies Chapter Thirteen Defensive Strategic Market Plans Core Defensive Strategies Sub Defensive Strategies

Defensive Strategic Market Plans What are the main objectives of defensive strategies? Protect profitability and manage profitability When are Defensive Market Plans employed?

Core Defensive Strategies Core Strategy 1 Core Strategy 2 Core Strategy 3 Protect Position Optimize Position Monetize, Harvest, or Divest Maintain Sales Maximize Profits Cash Flow

Defensive Core Strategy 1: Invest to Protect Position Sub Strategy A Sub Strategy B Protect Market Share Build Customer Retention Protect position in growth markets Protect a high-share position Protect a follower share position Protect a niche share position

Defensive Core Strategy 2: Optimize Position Sub Strategy A Maximize Net Marketing Contribution Sub Strategy B Selective Market Focus

Defensive Core Strategy 3: Monetize, Harvest, Or Divest Sub Strategy A Sub Strategy B Manage for Cash Flow Harvest-Divest for Cash Flow Harvest Price Strategy Harvest Marketing Resource Strategy Divest Market Strategy

Takeaways/Review Strategic Market Plans Profit Protection Portfolio Analysis and Strategy Selection Defensive Strategies Defensive Tactics

Marketing Performance Tools Defensive Strategy to Protect Share

Marketing Performance Tools Evaluating Defensive Strategies