Page 53 - CSAM2 - Successful Sales Engagement for Cloud Services

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.