2 market penetration strategies increase market share increase product usage increase frequency of...
TRANSCRIPT
2
Market penetration strategiesMarket penetration strategies• Increase market share• Increase product usage
Increase frequency of use Increase quantity used New applications
Product development strategiesProduct development strategies• Product improvements• Product-line extensions• New products for same
market
Market development strategiesMarket development strategies• Expand markets for existing
productsGeographic expansionTarget new segments
Diversification strategiesDiversification strategies• Vertical integration
Forward/backward integration• Diversification into related bus
(concentric diversification)• Diversification into unrelated
businesses (conglomerate diversification)
Current products New products
Cur
rent
mar
kets
New
mar
kets
3
3
Corporate Growth Strategies -ToolsAnsoff Matrix
Market penetration
Product development
Market development
Diversification
Current products New products
Cur
rent
mar
kets
New
mar
kets
business risk increases
busin
ess risk in
crease
s