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

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

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. 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

5. 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

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

7. 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

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

9. Marketing Performance Tools
Defensive Strategy to Protect Share

10. Marketing Performance Tools
Evaluating Defensive Strategies