1.
INTENSIVE
2.
INTEGRATIVE
3.
DIVERSIFICATION
Ø Intensive Growth:
Opportunities in current Product Market.
Ø Integrative Growth:
Opportunities in other part of core -
marketing system
Ø Diversification Growth:
Opportunities outside the core –
marketing system
1 (A) 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
2) Attract Competitors Customers:
a) Improving brand differentiation
b) Stepping up promotion.
3) Attract
Non – Users
1( B) 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
1 (C) 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.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.