Offensive and Defensive Market Plans

1
Offensive and Defensive Market Plans
2
Product Life Cycle and Offensive and Defensive
Marketing Strategies
3
Portfolio Positions andOffensive Strategic
Market Plans
Grow Grow
Grow Grow
Grow
Market Attractiveness
Market Attractiveness
Competitive Advantage
4
Market Share Penetration

• Market
• Share Product X Product X Purchase X Product X
  Purchase
• Potential Awareness Preference Intentions Ava
  ilability Rate
• 0.90 X 0.50 X 0.80 X 0.80 X 0.70
• 20.2

5
Offensive Strategic Market Plans
6
Intensive Growth Strategies Ansoffs
Product-Market Expansion Grid
Market Penetration
Product Development
Diversification
Market Development
7
Fundamental Forces That Affect Market Share Change
8
Portfolio Positions andDefensive Strategic
Market Plans
9
Defensive Strategic Market Plans
10
Successful vs. UnsuccessfulFollower Share
Strategies
11
Profitable Marketing Strategies Share Leaders
and Low-Share Niche Businesses