Demonstrate the defense and attack strategies?

Mohamed Mousa

Defense StrategiesA market leader should generally adopt a defense strategy

Six commonly used defense strategies:• Position Defense – Dockers allocating important efforts to support the

firm’s brands (without developing new ones)

Ex: Dockers introduced a women's line. In 1993 the Dockers brand was introduced into Europe under the leadership of Joe Middleton• Mobile Defense – Dockers penetrating new (niche) markets in order to

better prepare upcoming defense strategies when they launch a Khaki pants• Preemptive Defense - the best defense is (pre) attack• Counter Offensive - entering the core business activities of the

competition as a defensive mean

Defense Strategies• Flank-positioning Defense - rapid response to competitors’ moves as a result

of Competitive Intelligence

Ex: string of losses prompted the company to drastically reduce its domestic work force by closing half of its remaining 22 North American manufacturing plants and laying off 30 percent of its 19,000 employees in 1999. Company spokeswoman Linda Buder explained at the time, "To maintain a large number of owned-and-operated plants is simply not feasible in this competitive market• Hedgehog Defense - reducing segments & offered items

Ex: A critical component of the company's marketing effort was the establishment of Dockers shops within main floor Men's areas of major department stores. The traditional Men's department was changing, reducing emphasis on dress slacks and shifting to 100 percent cotton and cotton blends that were targeted to the more youthful customer. This trend was expected to continue as the baby boomer market segment increased as a percentage of the main floor customer base. Retailers were showing greater interest in innovative merchandise techniques.

Attack StrategiesThe market challengers’ strategic objective is to gain market share and to become the leader eventually

How?

1. By attacking the market leader

2. By attacking other firms of the same size

3. By attacking smaller firms

Five commonly used attack strategies:• Frontal Attack - comparative ad campaign (Dockers campaign tagline, "Wear

The Pants," was marketed as a call to masculinity for men. The campaign incorporated outside sources to incite men to reclaim their lost male-aesthetic. Along with a new campaign message, the Dockers brand has since revitalized their product line as well, featuring several new styles aimed at a younger, status-seeker consumer. The Dockers brand has also partnered with Habitat for Humanity as their charitable cause.)

Attack Strategies• Flanking Attack - reaching limited segments or covering limited markets

as an opportunity

Ex: Dockers given the market opportunity for casual pants, the Menswear Division believed that a high impact-marketing program would accelerate the growth of the Dockers line and generate consumer support that could be leveraged to effectively influence trade awareness and interest. The Menswear Division management team convinced Tom Tusher, who had established an advertising reserve for special marketing opportunities• Encirclement - introducing several changes at the same time such as lines

of products and its distribution

Ex: Dockers also expanded its product line in 1998 with its women's apparel collection, Dockers for Her.

Attack Strategies• Bypass Attack - avoiding direct attack, but seizing opportunities that are

not under the competitors scope

• Guerilla Warfare - achieving effective results by small-scale activities such as hiring competitors’ talents or dumping selected products pricewise.

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