defensive strategy

A defensive strategy is a plan a business uses to protect its market position and reduce risks from competitors or changing conditions. Instead of aggressively seeking new markets or customers, the company focuses on strengthening its current assets, improving quality, and maintaining customer loyalty. This approach helps prevent competitors from gaining ground and ensures stability in the face of industry challenges. Think of it as a shield—prioritizing secure, sustainable growth by defending existing strengths rather than taking big risks to chase new opportunities.