The slide presents different strategies Market leaders like Microsoft should adopt to either expand or defend their position in the market. Submitted by: Prakhar Singh

3. New Customers
A. Market Penetration Strategy: delivering
products to customers who might use it but do not
B. New-Market Segment strategy: delivering
products to customers who has never used the product
C. Geographical-Expansion Strategy:
delivering products to customers who live in a different
geographical location

4. More Usage
A. Additional opportunities to use the brand:
inform the consumer about replacing the product after a
specific time
B. New ways to use the brand: communicate
different uses of the same product

6. Proactive marketing
 Be proactive instead of responsive
 Anticipate and Create customer needs like
Sony in case of Walkman
 Innovate continuously
 Have a vision of the future and of investing in
it
 Redesign relationships within an Industry
like Toyota

7. Defensive marketing
A. Position Defence: occupying the most desirable
market space in consumers’ mind
B. Flank Defence: create protections to support a
weak brand or avoid a counter-attack
C. Pre-Emptive Defence: Pre-announcements,
guerrilla action across market, achieve broad market
envelopment to signal the competitor to back-off

8. Defensive marketing
D. Counteroffensive Defence: Subsidizing lower
prices, attacking Head-On, announce product
upgrades so that customers don’t switch
E. Mobile Defence:
i. Market Broadening- shifts the company’s focus from
current product to generic need
ii. Market diversification- shifts company’s focus into
unrelated industries