INTENSIVE STRATEGY

Market Penetration - increase

market share for present products or
services in present market through
greater marketing efforts.
This can be done by increasing
sales persons, increase advertising
expenditure, sales promotions items
and increase and publicity efforts
 Penetration strategy

Objective: Increase sales volume,

share of market in existing markets
with existing products
Invest: Advertising, promotion,
sales force, capacity.
Scope: Scale may increase, but
scope does not change
3
 Guidelines

Current markets not saturated

Usage rate of present customers can be
increased significantly
Market shares of competitors declining while
total industry sales increasing
Increased economies of scale provide major
competitive advantages
 Market Development
Strategy
Selling the same product to different market
Entering new markets, segments with existing
products
Gaining new customers, new segments, new
markets
Requires changes in marketing strategy,
distribution, pricing policy, promotional
strategy
 MARKET-DEVELOPMENT
STRATEGY
Internationally, this strategy has four forms:

Exporting Licensing

Joint Venture/
Direct
Strategic
Investment
Alliance