Market field strategies

Market field strategies - The question arises, through which strategy direction the strategic gap (gap analysis) can be closed. Current and new products as well as current and new markets come into question. When combining the possibilities, there are four basic strategies:

Market penetration bedeutet, dass ein bereits existierendes Produkt auf einem aktuellen Markt mit vergrößerten Anstrengungen angeboten wird.

When entering the market, companies introduce an existing product into a new market.

If a new product is introduced on the current market, it is a matter of product development (innovation, new product launch); in the case of diversification, a new product comes onto a new market.

The four strategies of market penetration, market development, product development and diversification can also be used simultaneously and in combination in a company.

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