Market Development- Intensification strategies

Corporate Level Strategies

Prepared By

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Manu Melwin JoyAssistant Professor

Ilahia School of Management Studies

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

Intensification strategies

Market Development

• Market development

involves taking existing

products and trying to

sell them within new

markets.

Examples of Market Development

• One way to reach a new market is

to enter a new retail channel.

Starbucks has stepped beyond

selling coffee beans only in its stores

and now sells beans in grocery

stores. This enables Starbucks to

reach consumers that do not visit its

coffeehouses.

Examples of Market Development

• Entering new geographic areas is another

way to pursue market development.

Philadelphia-based Tasty Baking Company

has sold its Tastykake snack cakes since

1914 within Pennsylvania and adjoining

states. Now it is extensively distributing

Tastykake’s products within the

southeastern United States. Displaced

Pennsylvanians in the south rejoiced.