Defensive marketing: how a strong incumbent can protect its position.

摘要: There has been a lot of research on marketing as an offensive tactic-how it can help companies successfully launch new products, enter markets, or gain share with existing products in their current markets. But for nearly every product launch, market entrant, industry upstart grabbing share, there is incumbent that must defend its position. And little how these defenders use to preemptively respond anticipated threats. John H. Roberts outlines four basic types defensive strategies: positive, inertial, parity, and retarding. With the first two, you establish communicate your points superiority relative entrant; second strategic comparability rival. Before choosing strategy, need assess weapons have available protect position-your brand identity, services support means communicating it. Then customers' value vulnerability being poached by rivals. The author explains Australian telecommunications company Telstra, facing deregulation, used combination strategies (plus author's customer response model) fend off newcomer Optus. Telstra was prepared, instance, reach deep into pockets engage price war. model indicated parity strategy-in which would offer lower rates some routes at certain times day, even though prices, average, were higher than rival's-was more likely prevent consumers from switching. Ultimately, able retain several otherwise lost. described here, specific Telstra's situation, lessons any potentially damaging competition.