This document discusses defensive strategies that companies can use to protect themselves from competitors. It outlines two approaches to defensive strategies - active approaches that aim to block competitors through tactics like expanding the company or innovating new products, and passive approaches that focus on reconnecting with old customers. The advantages of defensive strategies are that they typically involve less risk than offensive strategies and can increase marketing to enhance products/services. However, disadvantages are that the business may not understand its target market well and defensive strategies could inhibit innovation and product development. The document stresses that defensive strategies require planning and that focusing on defense is important when the core business is struggling.

1. Presenter : Karim Virani

2. 
Defensive strategies are management tools that can be
used to fend off an attack from a potential competitor
Understanding Strategy

3. 
Approaches to Defensive Strategy
Active
Approach
Aimed at
Blocking
Competitors
Passive
Approach
New
Product
Innovation
Company
Expansion
Reconnect
with old
Customers

4. 
Advantages of Defensive Strategy
Increasing your marketing
and advertising
Typically less risk-laden
than offensive strategies
Enhance the value of your
products or services.

5. 
Disadvantages to Defensive Strategy
Business does not
understand its target
market.
Innovation and product
development.

6.  Creating a strong defensive strategy requires deep planned out
thinking and a distinct set of activities.
 Programs that make no sense as growth initiatives might be highly
effective defensive tactics.
 Focusing on growth is good but companies should prioritize
defensive strategy; when the core business struggles it is almost
impossible to support growth programs.
 Any defensive strategy you employ should be balanced with a long-
term strategy for growing your business …. Defense matters most.
Conclusion