Defence and turnaround strategies Flashcards
Kotlers defence strategies
Position defence Flanking defence Pre-emptive defence Counter-offensive defensive Model defence Strategic withdrawal
Position defence
Hold and strengthen position within the market
Flanking defence
Moving into a new market you anticipate the competitors may move too
Pre-emptive defence
Attacking before a competitor
Counter-offensive defence
Head on attacking
Strategic withdrawal
Focussing resources elsewhere
Position defence
Strengths / weaknesses
+ brand loyalty and brand name
- easy target for new entrants into market
Flanking defence
Strengths / weaknesses
+ large market share
- focus attention elsewhere
Pre-emotive defence
Strengths / weaknesses
+ get there first before competition
- launch product too early
Counter-offensive defence
Strengths/ weakness
+ exploit competitions weaknesses
- weaknesses exploited
Mobile defence
Strengths / weaknesses
+ difficult for competitor to attack
- might not always work out
Strategic withdrawal
Strengths / weaknesses
+ learn from mistakes
- loss of time/money
Ansoff Matrix
Diversification
Market develop,met
Product development
Market penetration / expansion
Crescendo model (Baden-Fuller and stopford, 1984)
1) Galvanise
2) Simplify
3) Build
4) Leverage
Ice Cube Model (Lewis)
1) Present State
2) Transition State
3) Desired State