In modern business, there are several strategies that allow the company, using proven and reliable solutions and actions, to both expand and maintain the current market share. An enterprise that has chosen the path of positional defense pursues a policy of strengthening the position of goods: enhanced advertising, flexible pricing, and quality protection. Experts do not consider such methods to be the best solution because, in a dynamic market, any product will eventually out of fashion, become outdated, or will be replaced by a more successful analog.
By choosing the flank defensive strategy, the company does everything to protect the vulnerabilities of the enterprise on the market. The advantages of flank defense are that it combines well with concurrent positional defense and allows, if necessary, to switch to active attacking actions. Usually, within the framework of this method, an enterprise produces a commodity with a recognizable trademark and, in the event of intense competition, offers more favorable conditions for its product.
The preemptive strategy is an aggressive method of defense because the enterprise does not expect any action from competitors, but initiates an attack on competitors. The company needs to be aware of all the events planned within the industry it operates in to take action as soon as competitors express at least an intention to take action. As a rule, a proactive company reduces the price of its products in the regions targeted by competitors, provides false information about its intentions, or announces the same type of product the competitor intends to offer.
The counter-offense strategy is comprised of the responses to the maneuvers of competitors. It is essential to wait until the competitor is confident in its abilities and strength, and then conduct attacking activities. Usually, a counterattack consists of price drops when a competitor, for some reason, cannot take the same course, or an economic blockade. By expanding production, opening new branches, and exploring new areas and products, the company pursues a mobile protection policy. Using this strategy, the company seeks to do everything not to leave competitors the opportunity to capture related fields and part of the consumer audience. Reorientation and rebranding of business also relate to mobile protection methods.
Preemptive defensive strategy is the best because it is aggressive, offensive, and proactive. The passive attitude in marketing creates opportunities for competitors and threatens the company’s position as a leader in the market. Therefore, enterprises should seek to develop and offer new products, keep prices low, and anticipate the actions of rivals in order to stay as the dominant player in the market. Such actions are part of the preemptive strategy; therefore, this method should be considered as the most effective.