Growth and Downsizing Strategies: Market Expansion
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Developing Strategies for Growth and Downsizing
Product/market expansion grid is a portfolio planning tool for identifying company growth opportunities through: market penetration, market development, product development, diversification.
1) Market penetration
Market penetration is a growth strategy for increasing sales to current market segments without changing the product.
2) Market development
Market development is a growth strategy that identifies and develops new market segments for current products.
3) Product development
Product development is a growth strategy achieved by offering new or modified products to current market segments.
4) Diversification
Diversification is a growth strategy that involves starting up or acquiring businesses outside