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Chapter Thirteen
Defensive Strategies
13-2Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Strategies
• Defensive strategic marketing plans
• Defensive core strategies:– Protect position– Optimize position– Monetize, harvest, or divest
• Selecting a defensive strategy
13-3Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Strategies
Figure 13-3 Strategic Market Plans and Performance
13-4Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Strategic Market Plans
• What are the main objectives of defensive strategies?
• When are defensive market plans employed?
Figure 13-5 Portfolio Positions and Defensive Strategic Market Plans
13-5Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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
13-6Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1. Protect position in growth markets
2. Protect a high-share position
3. Protect a follower share position
4. Protect a niche share position
Defensive Core Strategy 1: Invest to Protect Position
Sub Strategy A Sub Strategy B
Protect Market Share
Build Customer Retention
13-7Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Protecting Follower Share Position
Figure 13-8 Market Structure and Share Position
13-8Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Core Strategy 2: Optimize Position
Sub Strategy A
Sub Strategy B
Maximize Net Marketing
Contribution
Selective Market Focus
13-9Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Core Strategy 2: Optimize Position
Figure 13-14 Profit Life Cycle and
Components of Marketing Profitability
13-10Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1. Harvest Price Strategy
2. Harvest Marketing Resource Strategy
3. Divest Market Strategy
Defensive Core Strategy 3: Monetize, Harvest, or Divest
Sub Strategy A Sub Strategy B
Manage for Cash Flow
Harvest-Divest for Cash Flow
13-11Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Core Strategy 3: Monetize, Harvest, or Divest
Figure 13-17 Harvest Price Strategy
13-12Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Review
• Defensive strategic marketing plans
• Defensive core strategies:– Protect position– Optimize position– Monetize, harvest, or divest
• Selecting a defensive strategy
13-13Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall