Arizona State University (ASU) MGT300 Principles of Management and Leadership Exam 1 Practice

The main goal of a "defender" strategy is to support stable growth and enhance existing offerings. This approach is typically adopted by organizations that focus on maintaining their current market position and protecting their existing customer base. Defenders prioritize efficiency, reliability, and long-term stability rather than taking high risks associated with rapid growth or aggressive innovations.

In a defender strategy, a company places emphasis on improving its existing products or services to meet the needs of its established customer segments better. This often involves incremental improvements and optimizing operations to ensure customer satisfaction and loyalty. By concentrating on current markets and enhancing what they already provide, defenders can create a solid foundation that can withstand competitive pressures.

This contrasts with other strategies such as those aiming for aggressive innovation or market expansion, which focus more on entering new markets or creating groundbreaking products. The defender strategy is about consolidating strengths and ensuring steady, sustainable growth by refining and reinforcing current offerings rather than pursuing rapid change.