1. Demonstrate the defense and
attack strategies?
Mohamed Mousa

2. Defense Strategies
A market leader should generally adopt a defense strategy
Six commonly used defense strategies:
• Position Defense – Dockers allocating important efforts to support the
firm’s brands (without developing new ones)
Ex: Dockers introduced a women's line. In 1993 the Dockers brand was
introduced into Europe under the leadership of Joe Middleton
• Mobile Defense – Dockers penetrating new (niche) markets in order to
better prepare upcoming defense strategies when they launch a Khaki pants
• Preemptive Defense - the best defense is (pre) attack
• Counter Offensive - entering the core business activities of the
competition as a defensive mean

3. Defense Strategies
• Flank-positioning Defense - rapid response to competitors’ moves as a result
of Competitive Intelligence
Ex: string of losses prompted the company to drastically reduce its domestic work
force by closing half of its remaining 22 North American manufacturing plants and
laying off 30 percent of its 19,000 employees in 1999. Company spokeswoman
Linda Buder explained at the time, "To maintain a large number of owned-andoperated plants is simply not feasible in this competitive market
• Hedgehog Defense - reducing segments & offered items
Ex: A critical component of the company's marketing effort was the
establishment of Dockers shops within main floor Men's areas of major
department stores. The traditional Men's department was changing, reducing
emphasis on dress slacks and shifting to 100 percent cotton and cotton blends
that were targeted to the more youthful customer. This trend was expected to
continue as the baby boomer market segment increased as a percentage of the
main floor customer base. Retailers were showing greater interest in
innovative merchandise techniques.

4. Attack Strategies
The market challengers’ strategic objective is to gain market share and to become
the leader eventually
How?
1. By attacking the market leader
2. By attacking other firms of the same size
3. By attacking smaller firms
Five commonly used attack strategies:
• Frontal Attack - comparative ad campaign (Dockers campaign tagline, "Wear The
Pants," was marketed as a call to masculinity for men. The campaign incorporated outside
sources to incite men to reclaim their lost male-aesthetic. Along with a new campaign
message, the Dockers brand has since revitalized their product line as well, featuring
several new styles aimed at a younger, status-seeker consumer. The Dockers brand has
also partnered with Habitat for Humanity as their charitable cause.)

5. Attack Strategies
• Flanking Attack - reaching limited segments or covering limited markets
as an opportunity
Ex: Dockers given the market opportunity for casual pants, the Menswear
Division believed that a high impact-marketing program would accelerate the
growth of the Dockers line and generate consumer support that could be
leveraged to effectively influence trade awareness and interest. The Menswear
Division management team convinced Tom Tusher, who had established an
advertising reserve for special marketing opportunities
• Encirclement - introducing several changes at the same time such as lines
of products and its distribution
Ex: Dockers also expanded its product line in 1998 with its women's apparel
collection, Dockers for Her.

6. Attack Strategies
• Bypass Attack - avoiding direct attack, but seizing opportunities that are
not under the competitors scope
• Guerilla Warfare - achieving effective results by small-scale activities
such as hiring competitors’ talents or dumping selected products pricewise.

7. Thank You