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Q. Using an example from your own industry/company you are familiar with, develop offensive and defensive actions strategy to address the competitors

A.

Offensive actions strategy

If we were to focus on offensive competitive strategy, we would take steps to actively make some sort of changes within our desired industry. This would include investments mainly in R&D and finding the ways how to enter new markets or become very competitive within the industry (Hayes, 2021). Some ideas of using offensive competitive strategy would be coming up with new features in the products such as tapped plant-based milks instead of classical bottles ones or even creating completely new product lines which are still unique to the market. We could also offensively attack the market by developing new pasteurisation techniques which would preserve products without killing the live parts of them.

Defensive actions strategy

Defensive strategy would be in our case simply aimed at protecting our market share in order to keep our customers satisfied and willing to purchase our products. This requires good understanding of the market and knowledge of our competitive advantage while constantly trying to keep it, develop it and take advantage of it. Some of our initiatives in this strategy could be adding added value to our customers and products they are purchasing from us. This could work both in the customer sector as well as with our distributors and downstream firms. Some idea would be seasonal campaigns with discounts connected to different event during the year, marketing campaign which would boost sales, adding extra value or service to existing products or creating loyalty program, for both end customers and business partners.