Prepared By
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Manu Melwin JoyAssistant Professor
Ilahia School of Management Studies
Kerala, India.Phone – 9744551114
Mail – [email protected]
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.
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