Another term that can be used for Defensive strategy is retrenchment strategy.
- Defensive strategy can be regarded as marketing tool which is been used by companies in retaining valuable customers that can be easily loose to their competitors.
- Competitors can be regarded as other firms that are present in the same market selling almost similar products
- This strategy is been utilized by companies in market leadership positions in defending market share from attacks by challengers;
- Some if the defence strategies are;
counter-offensive defence
contraction defence
position defence
mobile defence
flanking defence
pre-emptive defence
Therefore, defensive strategy can be explained as marketing tool that is been utilized by management in defending their business from potential competitors.
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