The retaliatory strategy is basically a defense mechanism wherein the event company tries to defend itself from predatorial strategies of essentially new entrants. This strategy involves taking actions aimed at retaining its existing clientele and potential client base.
The strategy construed to be the most difficult one to adopt is the pro-active market leadership strategy. The event company here can explore new client bases and stretch the limit of its concepts across untried event categories. Every event category has its own special environmental and competitive structures. This strategy nevertheless carries with it seeds of potential phenomenal growth since it enlarges the relevant client base for the event company.
An important consideration that should be kept in mind is that the strategic approach discussed earlier and the risk versus return matrix in the following section should be kept in mind before adopting any of the above options.