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Developing Strategies for Growth and Planning. Companywide Strategic Planning. Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification. - PowerPoint PPT Presentation
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Copyright © 2003 Prentice-Hall, Inc.
Developing Strategies for Growth and Planning
Copyright © 2003 Prentice-Hall, Inc.
Companywide Strategic Planning
Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
Developing Strategies for Growth and Downsizing
Copyright © 2003 Prentice-Hall, Inc.
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies
Market penetration
Market developmen
t
Product developmen
t
Diversification
Copyright © 2003 Prentice-Hall, Inc.
4-4
Figure : Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid
e.g. Rasna first in Mumbai and then entire Maharashtra . Then all over nation and now the world
Maruti has launched Alto , Wagon R and Esteem in the existing small and mid-size car segment
Brooke Bond India into Tea and then to Masalas , TTK – Prestige cooker now into sugical products
Copyright © 2003 Prentice-Hall, Inc.
Companywide Strategic Planning
Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy
Developing Strategies for Growth and Downsizing
Chapter 2- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
