Tinker Bells,the company which had first come out with laundry detergent,enjoys a well established stable position in the present market.Its primary objective is to increase satisfaction,loyalty,and repeat purchase among current customers by building on existing strengths and appeal to late adopters with same attributes and benefits offered to early adopters.Given its relatively homogeneous market and the fact that its competitors have not succeeded in achieving its quality standards,the company's marketing strategy has proved to be successful.Which of the following marketing strategies is the company pursuing?
A)Market expansion strategy
B)Flanker strategy
C)Confrontation strategy
D)Fortress strategy

Question

Quizplus · Accepted Answer

The company is pursuing a fortress strategy, which involves maintaining a strong position in a relatively homogeneous market and defending its position against competitors. The focus is on increasing satisfaction, loyalty, and repeat purchases among existing customers rather than expanding the market or confronting competitors.

Tinker Bells,the Company Which Had First Come Out with Laundry