Growth Strategy:

S A L E S

DiversificatIon
I nte gra ti ve I n t e n s i ve

TIME (YEARS)

Growth Opportunities:
GROWTH:
I.N.T.E.N.S.I.V.E
I.N.T.E.G.R.A.T.I.V.E D.I.V.E.R.S.I.F.I.C.A.T.I.O.N

Intensive Growth:

Opportunities in current Product Market.

Integrative Growth: Opportunities in other part of core - marketing system

Diversification Growth:
Opportunities outside the core marketing system.
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1A - Market Penetration:
1) Stimulate consumers to increase present rate of usage:
a) Increase unit of purchase. b) Increase rate of production development & obsolescene.

c) Suggest new uses for the product.

d) Offer price incentives for increased use.
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Market Penetration:
2) Attract Competitors Customers:

a) Improving brand differentiation

b) Stepping up promotion. 3) Attract Non Users:

1B - Market Development:
1) Open additional geographical markets: a) Regional. b) National. c) International Expansion.

2) Attract other market segments:

a) Developing product (suitable) versions.

b) Entering other channel of distribution.

c) Advertise in other media.
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1C - Product Development:
1) New Product Features.

2) Create different Quality Versions.

3) Develop additional models and sizes.

2 - Integrative Growth:
(a) Basic industry that has strong growth future.

(b) Company increase profitability, efficiency or control by moving Backward, Forward or Horizontal in the industry.

2 - Integrative Growth:
2.a) Backward Integration: - Company seeks ownership or increased control of its supply systems. 2.b) Forward Integration: - Company seeks ownership or increased control of (its) distribution systems. 2.c) Horizontal Integration: - Company seeks ownership or increased control of some of the competitors.
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INTENSIVE GROWTH:
PRODUCTS
P R

M
A R K E T S

E
S E N T

MARKET PENETRATION

PRODUCT DEVELOPMENT

N E W

MARKET

DIVERSIFICATION

DEVELOPMENT

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THANK YOU

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