Let’s look at the most popular marketing strategies used by corporations that occupy leading positions in the global business arena.
Positional defense
Any type of defense is built in accordance with the basic principle, which is to create an extremely reliable defense of one’s territory. In the interval between wars, France built the impregnable Maginot Line to protect the state from possible German encroachment. But Germany refused a direct assault and went around it. Military strategists are unanimous in their opinion: any static defense will inevitably fail.
By relying solely on defense, the company is short-sighted from a marketing standpoint. Think of Henry Ford, fixated on his Model T. His narrow-minded policies nearly drove the largest company, with annual revenues of over $1 billion, into bankruptcy.
Even market leaders such as The Coca-Cola Company and Bayer’s Aspirin cannot be considered a guaranteed long-term source of growth and income. Coca-Cola currently sells over 50% of all soft drinks in the world. But despite this, it buys companies specializing in the production of fruit drinks. In this way, it diversifies denmark phone number library production. A company that is attacked by competitors takes a big risk by strengthening the position of its existing products.
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Flank protection
The market leader is forced not only to strengthen the borders of the territory, but also to protect its most vulnerable how digital marketing works in online business development areas. The peculiarity of the defense is that these places can be used to counterattack and transfer military operations to the enemy’s territory.
Flank protection is especially important if the tactics are well-developed. General Motors and Ford did not attach much deb directory importance to quality preparation, making a big mistake. These companies did not take the attack of Japanese and European manufacturers seriously, but treated the development of compact models Vega and Pinto formally. Small-capacity cars of American production could not be called very high-quality. At the same time, they cost about the same as Japanese ones. As a result, the US car market was captured for a certain time by Japanese manufacturers.
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Preemptive defensive actions
If you don’t want to take a passive position, be the first to strike your opponent with a preemptive blow. Supporters of this tactic are sure that timely prevention is better than further long-term treatment.
There are several ways an enterprise can create a preemptive defense. Conduct combat reconnaissance along the entire front: hit one opponent, attack another, scare a third, thereby knocking them out of their usual working rut.
In the future, you can go on the offensive across the board, following the example of Seiko, which once offered 2,300 watch models to distributors worldwide, or launch a price attack, like Texas Instruments.
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If the developed promotions are successful, then the entrepreneurial marketing strategy of the business, based on preemptive defense, maintains competitiveness at a high level.
Preemptive defense is often purely psychological in nature, with the market leader warning opponents against ill-considered attacks. Let’s say a large construction company in Berlin is the market leader. Whenever it hears about competitors’ plans to expand their operations and reduce prices on properties, it leaks information about its plans to offer large discounts on real estate purchases and open new branches. Opponents learn the information and are afraid to enter into an unequal fight, while the leading company continues to operate calmly.
Counterattack
Most market leaders prefer a counter-attack tactic, that is, they respond to attacks with attacks. They believe that passive observation is not the best solution, and that one should not calmly watch falling prices, blitzkriegs of promotional activities, product improvements, or attacks on distribution channels.
Northwest Airlines has a route, one of its most profitable, from Minneapolis to Atlanta. A rival airline launched an attack by significantly lowering ticket prices and organizing an extensive marketing campaign. In response, Northwest lowered the prices of its Minneapolis-Chicago route, the most profitable for the rival airline. Fearing the loss of its main source of income, the attacking party returned the tickets to their previous prices.
