As you know, a wedge is kicked out by a wedge. It turns out that in order to effectively counter attacks, in order to organize the most effective protection against competitors, it is necessary to engage in high-quality marketing, because attacks are implemented through marketing, and therefore it is also necessary to defend oneself through marketing.
In order not to become a victim of an aggressor, it is necessary to build a marketing system
In order not to become a victim of the aggressor, it is necessary to build a marketing system, which should at least include a monitoring subsystem, an analysis subsystem, a subsystem for creating “ammunition” to repel attacks. If we talk about the types of protection, then protection from competitors can be of the following options: anti-protection, passive, active and mixed.
Anti-competition – this type of protection is characterized by a complete lack thereof. The lack of protection allows us to call this type anti-defense, because the lack of resistance is tantamount to helping the attacking company. The specified type of protection is used by most companies. The calculation with this approach is based on the fact that they will attack not the given company, or on what will carry it.
An example of anti-defense is when a teacher chooses who to call on the blackboard, and at this time everyone is sitting, looking down, pretending that nobody is there. It can even be assumed that companies that use this approach have created personalities that have lingered at the schoolchildren level. It is school experience that they transfer to business, respectively, school protection from competitors and is applied in this case.
Passive protection from competitors is characterized by the fact that potential victims are aware that they can be attacked. For this reason, they are preparing for attacks. To do this, they channel some resources to repel attacks. With this approach to the issue, potential victims have to arm themselves to the teeth and have a powerful arsenal to repel any attacks, because you never know who will act as the aggressor.
In addition, such companies constantly have to live in fear, because you never know exactly when you can be attacked. Although this is a more or less effective strategy, it requires a lot of resources, which allows us to recognize it as not very effective. It is always harder to defend than to attack, because you do not know what to expect from the aggressor.
Active defense against competitors is characterized by the creation of conditions under which an attack becomes either unlikely, impossible, or ineffective, which forces the potential aggressor to abandon his intentions. This defense strategy consists in the destruction of the aggressor’s attack potential, or the conditions are created under which the aggressor can receive a worthy rebuff, for example, through an alliance.
There is another way to repel competitor attacks – mixed protection from competitors
Among the tools that help to implement such a strategy are the formation of public opinion through PR, intelligence, espionage and the like. Active protection from competitors is the most effective protection against marketing attacks by aggressors and it is used by a large number of the most successful companies, which helps them survive.
There is another way to repel competitor attacks – mixed defense against competitors. There is a type of protection against marketing attacks, which involves the use of tools, both active protection and passive, as a result of which it is called – mixed protection from competitors. This type of protection with the proper use of tools also shows sufficient effectiveness.
You should always remember that no matter what type of protection is used, its effectiveness depends on proper planning and on the availability of reliable information about the aggressor. For this reason, it is necessary to have an effective marketing planning system, a monitoring system, as well as a system for collecting and analyzing information. However, the most important thing to know is that the world is not so kind and attacks should always be expected.
Usually they attack the weakest, who consider those potential victims who do not practice marketing at all
Whether or not to have protection against marketing attacks – everyone decides for himself. However, one must always understand that the role of marketing in the life of any company is very large, and it should not be underestimated, because someday the fact that he is in the company can even save her life. Marketing costs, which at first glance may seem unnecessary, always pay off in the end.
Usually they attack the weakest, which are those potential victims who do not practice marketing at all. For this reason, the fact that the company practices real marketing makes it less attractive.