ESSENTIALS OF P TENTIAL

TRANSFERABILITY- the product or service can be transformed into something highly valued
by customers.

COMPETITIVE DOMINANCE- The product or service is better than the capabilities of

competitors.
 UNIQUENESS- the product or service cannot be easily copied by competitors.

 SUSTAINABILITY- The product or service cannot be replaced by competitors.

 DURABILITY- the product or service does not deteriorate or desperate quickly.

 GROWTH STRATEGIES
DIVERSIFICATION – the development of new products for new markets
-risky
-company must be realistic in facing the risk.

MARKET DEVELOPMENT -It is the development of new market for existing

product or services.
- can be done by making improvements through the products
packaging and expanding its distribution channels.
 PRODUCT DEVELOPMENT- It is development of new product s to existing markets. It
requires form of creativity or ingenuity to develop new products.
-costly, need continuous innovation and patience.

MARKET PENETRATION - It is the desire to achieve greater percentage of the market

share through the company’s existing products in existing markets
-The company involved in building competitive edge through marketing ,
pricing , promotion, packaging and etc.
-development of customer loyalty and patronage
 BALANCE SCORECARD- is a system that measures the
organizations progress in accomplishing objectives.

-developed by Robert Kaplan and David Norton.

-incorporates financial indicators as well as three other

aspects namely: customers, internal business,
learning/innovation.

-enables management to link the perspectives and how

they affect each other.