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Defensive Strategies Chapter Thirteen M arket-Based Management, 4 th edition.

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Presentation on theme: "Defensive Strategies Chapter Thirteen M arket-Based Management, 4 th edition."— Presentation transcript:

1 Defensive Strategies Chapter Thirteen M arket-Based Management, 4 th edition

2 13-2 Defensive Strategies Chapter Thirteen –Defensive Strategic Market Plans –Core Defensive Strategies –Sub Defensive Strategies

3 13-3 Defensive Strategic Market Plans What are the main objectives of defensive strategies? –Protect profitability and manage profitability When are Defensive Market Plans employed?

4 13-4 Core Defensive Strategies Core Defensive Strategies Core Strategy 1Core Strategy 2Core Strategy 3 Protect PositionOptimize PositionMonetize, Harvest, or Divest Maintain SalesMaximize Profits Cash Flow

5 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 ASub Strategy B Protect Market Share Build Customer Retention

6 13-6 Defensive Core Strategy 2: Optimize Position Sub Strategy A Sub Strategy B Maximize Net Marketing Contribution Selective Market Focus

7 Harvest Price Strategy 2.Harvest Marketing Resource Strategy 3.Divest Market Strategy Defensive Core Strategy 3: Monetize, Harvest, Or Divest Sub Strategy ASub Strategy B Manage for Cash Flow Harvest-Divest for Cash Flow

8 13-8 Takeaways / Review Strategic Market Plans Profit Protection Portfolio Analysis and Strategy Selection Defensive Strategies Defensive Tactics

9 13-9 Marketing Performance Tools Defensive Strategy to Protect Share

10 13-10 Marketing Performance Tools Evaluating Defensive Strategies


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