UNIT III-2

MBA 2025 Batch

Thiagarajar School of Management

S. Gnanaharan
 Div
Inte Inte
ersi
nsi grat
3 OPTIONS fica
FOR GROWTH ve ive
tion
Gro Gro
Gro
wth wth
wth
 Attracting new uses in the existing markets
MARKET
PENETRATIO Influencing current users to buy/use more
N
Stealing customers from the competitors
  Converting non-customers into customers

NEW USERS Innovating newer ways of acquiring the product

Innovating newer ways of acquiring the customers

  Increasing the quantity of consumption

Increasing the frequency of consumption

NEW USES
Introducing newer occasions of communication

 Introducing newer occasions for replacement

 Price Ease of
Rivalry Entry

COMPETITIV
E RIVALRY
ACCESS TO Customer
Channel Selection
Salesforce

CUSTOMERS Familiarity Capability

Product Differentiation Cost Competitiveness Marketing Strength

SUSTAINABLE COMPETITIVE
ADVANTAGE
DIFFERENTIATION
ADVANTAGE
COST COMPETITIVENESS
MARKETING Market Share Brand Awareness
Distribution

ADVANTAGE Strength
 From From
Region Nation
to
Nationa
al to
l Global

GEOGRAPHICAL
EXPANSION
Plan A •Direct Export

Plan B •Indirect Export

ENTRY STRATEGY
 Licensing

Franchising

Contract Manufacturing

Joint Ventures

Strategic Alliances

METHODS/OPTIONS
INTERNAL EXTERNAL

Firm Size Target Region/Nation’s Market Forces

Organisation’s Product Portfolio Target Nation’s Economic Development

Availability of Resources Target Country’s Production Factors

Globalisation Strategy Target Country’s Environment Factors

Management Attitude and Perception Cultural Distance between Countries

INFLUENCING FACTORS