Marketing growth strategies

 Intensive Growth Strategies

Ansoff's Product-Market Expansion Grid :

      Product/Market Expansion Grid Strategies

Corporate management's first course of action should be a review of opportunities for improving existing businesses. Ansoff proposed a useful framework for detecting new intensive growth opportunities called a "product-market expansion grid" :

1-Market penetration strategy : is a growth strategy increasing sales to current market segments without changing the product .

2-Market development strategy :is a growth strategy that identifies and develops new market segments for current products .

3-Product development strategy is a growth strategy that offers new or modified products to existing market segments .

4-Diversification strategy :is a growth strategy for starting up or acquiring businesses outside the company’s current products and markets .

The company first considers whether it could gain more market share with its current products in their current markets (market-penetration strategy). Next it considers whether it can find or develop new markets for its current products (market-development strategy). Then it considers whether it can develop new products of potential interest to its current markets (product-development strategy). Later it will also review opportunities to develop new products for new markets (diversification strategy).

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