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Mercedes was using a position defense strategy until Toyota launched a frontal attack with its Lexus.
Contraction Defense: Eg. : India’s TATA Group sold its soaps and detergents business units to Unilever in 1993
Counter – offensive defense: e.g. Toyota launched the Lexus to respond to Mercedes attack
Market Follower strategy: e.g. Product innovation--Sony Product-imitation—Panasonic
Marketing Nicher Strategies: e.g. Nike constantly created new niches--cycling, walking, hiking, cheerleading, etc