intensive growth strategies: ansoff’s product-market expansion grid

Intensive Growth Strategies: Intensive Growth Strategies: Ansoff’s Product-Market Ansoff’s Product-Market

Expansion Grid Expansion Grid

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AgendaAgenda

IntroductionIntroduction Market penetration strategyMarket penetration strategy Market development StrategyMarket development Strategy Product Development StrategyProduct Development Strategy Diversification StrategyDiversification Strategy

IntroductionIntroduction

Companies management looking for the Companies management looking for the new opportunities to increase their sales new opportunities to increase their sales and profits. Ansoff’s has proposed a useful and profits. Ansoff’s has proposed a useful framework for framework for


Market penetration strategyMarket penetration strategy

The first strategy company is looking to adapt for The first strategy company is looking to adapt for increasing their sales and profits. Marketing efforts of the increasing their sales and profits. Marketing efforts of the company to offer their existing products in the current company to offer their existing products in the current markets is called market penetration strategy. The best markets is called market penetration strategy. The best way to do is to attract competitors customer and looking way to do is to attract competitors customer and looking for potential customer for the existing products.for potential customer for the existing products.

Examples of Market penetration Examples of Market penetration strategystrategy

Recognizing that software as a service can be a potent Recognizing that software as a service can be a potent market penetration tool, market penetration tool, DellDell is assembling a services is assembling a services portfolio that now includes e-mail disaster recovery, portfolio that now includes e-mail disaster recovery, spam/virus filtering and archiving via its MessageOne spam/virus filtering and archiving via its MessageOne acquisition.acquisition.

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Market development StrategyMarket development Strategy

Developing a new market for the existing company Developing a new market for the existing company product is called market development strategy. This is product is called market development strategy. This is the process of finding new market for the the process of finding new market for the new customer to increase company performance by new customer to increase company performance by increasing sales and profits. Companies can develop increasing sales and profits. Companies can develop market on geographical such as city,country,region,state market on geographical such as city,country,region,state etc and demographical such as age,sex,gender,class etc and demographical such as age,sex,gender,class etc.etc.

Market development strategy Market development strategy examplesexamples

Pakistan State Oil (PSO) developing new Pakistan State Oil (PSO) developing new market by exporting oil to Afghanistan.market by exporting oil to Afghanistan.

Chinese products developed new market Chinese products developed new market for their product worldwide.for their product worldwide.


Product Development StrategyProduct Development Strategy

Developing or modifying new products and offering to Developing or modifying new products and offering to the existing market is called product development the existing market is called product development

strategystrategy

Product development strategy Product development strategy examplesexamples

Google Google developed a new browser developed a new browser ChromeChrome for the for the existing Internet user.existing Internet user.

McDonaldsMcDonalds is always within the fast-food industry, but is always within the fast-food industry, but frequently markets frequently markets new burgersnew burgers..


Diversification StrategyDiversification Strategy

Diversification Strategy is the development of new Diversification Strategy is the development of new products in the new market. Diversification strategy is products in the new market. Diversification strategy is adopted by the company if the current market is adopted by the company if the current market is saturated due to which revenues and profits are lower. saturated due to which revenues and profits are lower.

Diversification strategy Diversification strategy examplesexamples

Virgin MediaVirgin Media moved from music producing to travels moved from music producing to travels and mobile phonesand mobile phones

Walt DisneyWalt Disney moved from producing animated movies to moved from producing animated movies to theme parks and vacation propertiestheme parks and vacation properties

CanonCanon diversified from a camera-making company into diversified from a camera-making company into producing whole new range of office equipment.producing whole new range of office equipment.


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intensive growth strategies: ansoff’s product-market expansion grid

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