What is the difference between offensive and defensive marketing

Ultimately, the choice of a strategy will depend on country-by-country analysis. International managers should remain sensitive to regional differences and local variations, developing strategies customized to the specific circumstances in each country in which they operate.

There is, however, also the possibility of pursuing corporate-level strategies that focus on getting the best mix of products and markets given the nature of the competition. Enhance your knowledge and credibility with the leading international trade training and certification experts. Apply now. Focused on improving the customer experience. A Content chef; words, images, some code and a healthy serving of web analytics. View all posts by Jacob Varghese. Email address:. What information would you like to receive?

Irfan Iqbal. Mathias Mike. Sakshi Shah. Kandarp Singh. Rumeysha rujub. Saad Abdalla. Mohammad Khan. Camila Pires. Hasibur Rahman. Brandy M. Harvey Fernandez. Sharath Hn. Reddypogu Anil. Priya kalani. Uqaila Mirza. Harsha Paluri. Love Rabbyt. Michael Linard Samiley. Rajender Kumar. Shashank Bhootra. Defensive strategies : Defensive strategies are management tools that can be used to fend off an attack from a potential competitor. Think of it as a battleground: You have to protect your share of the market in order to keep your customers happy and your profits stable.

The company doesn't have to actively work to generate customer interest in its products and can simply reinforce its product messages with consumers. A well-built reputation through quality products makes it difficult for a new competitor to enter the market and attack the established company's customer base. The established company simply uses its defensive marketing to reinforce customer confidence in its products and swat the newcomer away.

An offensive marketing strategy seeks to attack the market by targeting the weaknesses of the competition. Offensive approaches emphasize the company's strengths in comparison. Offensive marketing does not seek to challenge an industry leader's strengths since that would only play to the leader's defensive marketing capabilities. Offensive strategy attacks the industry leader where the company is at its most vulnerable. An offensive marketing strategy may target an established industry leader's shaky product safety record by emphasizing the safety of its own products, for instance.