Intensification Strategy and 3 Alternative Routes of Expansion of Businss

Intensification refers to growth by working with its current businesses more vigorously. Intensification, in turn, encompasses three alternative routes:

1. Market Penetration:

It refers to concentrating on the current business and directing resources and efforts to the profitable growth of a single product, in a single market, and with a single technology.

It aims at reaching deeply into each segment of current market for existing products and also increasing consumption of existing customers.

2. Market Development:

It consists of selling existing products, to new customers in related market areas by adding different channels of distribution or by changing the content of advertising or the promotional media.

2.4. Developing Organizational Objectives and Formulating Strategies

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3. Product Development:

It involves substantial modification of existing products or creation of new but related items that can be marketed to current customers through established channels.


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