Market Expansion Grid:

1. Marketing Penetration: Concentrate on the existing market by selling existing products.

Example: Curnon is a Vietnamese local watch and jewllery brand. They ask customers who
bought the products their email or mobile phone to send discount codes on birthday, news
about similar products to what they bought or their newest launch. This is the way they sell
their existing products to an accumulated customer base.
2. Product development: Create new product to introduce to the existing market.

Example: Starbucks is an F&B brand which succeeded in implementing this method for many
years. There are 6 seasons in a Starbucks store: spring blossom, summer, autumn, anniversary
and Christmas. Each season, the mermaid introduces 2 to 3 new beverage flavors and new
collections of merchandise, coffee beans flavors into their stores. The Starbucks stores are its
existing market of loyal customers.

3. Market Development: Bring current products to expand a new market.

Example: Trung Nguyen Legend is a vietnamese enterprise operating in the fields of coffee
production, processing and trading; franchise; distribution services and modern retail, founded
in 1996. In 2010, Trung Nguyen brought their signature coffee blend to export to different new
market such as US, UK, Canada, China…

Trung Nguyen Gourmet blend packaging in vietnamese for Vietnam market.

Trung Nguyen Gourmet blend packaging in English for US Market.
This is the same product with a little packaging alteration to fit into the new market which is
US customers.
4. Diversification: Come out with a new product for a new market.

Example: The Pizza Company is a restaurants chain from Bangkok, Thailand. In 2011, it came
to Vietnam for the first time and came out with a new product – pizza banh mi, the
combination between its main product – pizza and vietnamese signature baguette – banh mi.