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1. Market Penetration
A market penetration growth
Market Penetration
Other approaches
involve displaying
merchandise to increase
impulse purchases and
training sales people.
Cross-selling means
that sale associates in
one department attempt
to sell complementary
merchandise from other
departments to their
customers.
Market Penetration
2. Market Expansion
A market
expansion
growth
opportunity
involves using
the existing
retail format
in new market
segments.
development growth
opportunity is an
opportunity in which
a retailer develops a
new retail format-a
format with a
different retail mixfor the same target
market.
4. Diversification
A diversification growth opportunity
Vertical Integration
Is diversification by retailers into
wholesaling or manufacturing.
In addition, retailers and manufacturers
have different customers; the immediate
customers for a manufacturers
merchandise are retailers, whereas a
retailers customers are consumers.
Key to success
4 characteristics of retailers that
advantage
b. Adaptability
c. Global culture
d. Financial resources