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Supporting Student Notes:

Defender strategy

This strategy entails a decision not to aggressively pursue markets. As a result, they tend to do none of
the things prospectors do. A defender strategy entails finding, and maintaining a secure and relatively
stable market. Rather than being on the cutting edge of technological innovation, product development,
and market dynamics; a defender tries to insulate themselves from changes wherever possible.

In their attempt to secure this stable market they either keep prices low, keep advertising and other
promotional costs low, engage in vertical integration, offer a limited range of products, or offer
better quality products or customer service. They tend to be slower in making decisions and will only
commit to a change after extensive research and analysis.

Their goals tend to be efficiency oriented rather than effectiveness oriented. The industry tends to be
mature, with well defined technology, products, and market segments. Most sales tend to be repeat or
replacement purchases. Individual strategic business units typically have moderate to low levels of
autonomy.