A fortress or position defence strategy is used by challengers to defend or continually strengthen a position they have taken from a target competitor.

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The most basic defensive strategy is to continually strengthen a strongly held current position—to build an impregnable fortress capable of repelling attacks by current or future competitors. This strategy is nearly always part of a leader's share-maintenance efforts being primarily designed to improve the satisfaction of current customers while increasing the attractiveness of its offering to new customers with characteristics similar to those of earlier adopters.

A Fortress or Position Defence Strategy Is Used by Challengers