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If it gets bad enough, giving the bullies black eyes or bloody noses usually sets these kind of things right. It also deters future bullying by word of mouth. Most people, don't like to get roughed up especially in front of their friends. So bullies target people who are weaker or who won't fight 'em.

If your friend is not good at fighting, he can learn/train. This is most logical and efficent method to handling something like this.