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Chapter Thirteen
Defensive Strategies
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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
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13-3Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Defensive Strategies
Figure 13-3 Strategic Market Plans and Performance
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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
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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
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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
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Protecting Follower Share Position
Figure 13-8 Market Structure and Share Position
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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
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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
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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
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Defensive Core Strategy 3: Monetize, Harvest, or Divest
Figure 13-17 Harvest Price Strategy
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Review
• Defensive strategic marketing plans
• Defensive core strategies:– Protect position– Optimize position– Monetize, harvest, or divest
• Selecting a defensive strategy
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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