Defense strategies
| Position defense | protect the shire – or defend and reinforce your most established product. like Coca Cola spending on brand |
| Flank defense | defend vulnerable areas a.k.a flanks iPhone SE for price sensitive segments, Uni- -lever bottom of pyramid in India |
| Pre-emptive defense | Disrupt competitors before they act with pricing strategies, loyalty programs, aggressive marketing, or new products Amazon prime for lock in, Android One for preventing fragmentation in emerging markets |
| Counter-offensive defense | responding to a competitor’s attack by launching an aggressive move in the competitor’s market or core business aimed at making the competitor spend resources on protecting their dominant business Microsoft launching Bing and Azure as a counter-offensive to Google |
| Mobile defense | diversify products, markets, or capabilities to spread risk and create flexibility so competitors can’t pin you down in one area Amazon diversifying beyond books, and into AWS etc. B&N couldn’t pin them down after that. |
| Contraction defense | Strategic withdrawal from non-core markets to put more resources in the dominant market Uber eats withdrawing from India |