【市场营销英文版】07.Market Growth Strategies.pptVIP

Market Growth Strategies Possible variations Intensive growth Integrative growth Diversification growth Market leader Market challenger Market follower Market nicher Intensive Growth Strategies These strategies stress intensive cultivation of the firm’s present markets and are appropriate in situations where existing product/market opportunities have not been fully exploited. Penetration strategy: focuses on more aggressive marketing of existing products. Market development strategy: focuses on attracting members of new markets. Product development strategy: involves developing new products to attract members of existing markets. Integrative Growth Strategies These strategies are generally appropriate in situations where a firm’s industry is strong and supportive. Backward integration: firm increases its control over its supply sources. Forward integration: firm increases control over its distribution system. Horizontal integration: firm increases control over its competitors. Diversification Growth Strategies These strategies are appropriate where few opportunities for growth exist in the firm’s own field. 1) Horizontal diversification: adding new products to a firm’s product line that are unrelated to the firm’s existing products but designed to appeal to members of the firm’s target markets. 2) Conglomerative diversification: marketing new products unrelated to the existing product line. 3) Concentric diversification: introducing new products bearing technological or marketing similarities to existing products designed to attract new market segments. Market Leader Strategy This strategy is followed by firms who have established themselves as leaders in their markets. The focus is usually on maintaining their leadership position. These firms tend to be immune from threats, but not completely. Market Challenger Strategies These strategies are followed by firms that wish to replace the existing market leader with their own firm. Frontal attacks: challenge the mar