|
||
Under marketing strategy planning, it matches opportunities to the organization's resources and objectives. Basically it have four broad strategic options available to companies.
MARKET PENETRATION
This strategy focus on improving the sales of a company's present products in its present markets, by using more aggressive marketing strategy that has been previously used. Purpose of this strategy is to increase the awareness of product by targeting at current non-users or competitors' customers.
MARKET DEVELOPMENT
This strategy increases sales by selling the same product to different and/or new market. Risk involved is higher compare to market penetration as the company is unfamiliar with the new market. Strategies involved advertising in different media to reach new target customers, adding channels or distribution or new stores in new areas, etc.
PRODUCT DEVELOPMENT
This strategy aims at improving existing products or develop a new product and selling at existing markets. This strategy is most suitable for those companies who have a strong brand loyalty. The purpose is to recognize new ways of satisfying currents customers. By doing that, it encourage repeat purchase.
DIVERSIFICATION
This strategy is the most risky of all growth strategies. It bring the company to a totally new and unfamiliar market as well as products. It also give different levels in the production-marketing system. The strategies involve the combination strategies of market development and product development.
This is where a company taking it further from its traditional business to gain competitive advantages.
Growth strategies are necessary to survive nowadays in the same time they carry different level of risk to the organization depending on what strategy they want to use. Diversification is usually the most risky strategy to carry out as it bring companies to a completely new environment where they have no idea where to capitalize their resources. Most companies prefer market penetration strategy as they already have experience and competitive strengths. However, more and more companies going for diversification strategy because higher risk always associates with higher return.