opportunities for growth in marketing

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.