Marketing Management Presentation
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MARKETING MANAGEMENT ASSESSING GROWTH OPPORTUNITIES A.K.MITRA
ANSOFF’S PRODUCT-MARKET GRID
CURRENT PRODUCTS
CURRENT MARKETS
NEW MARKETS
1.Market Penetration Strategy
2.Market Development Strategy
NEW PRODUCTS
3.Product Development Strategy
4.Diversification Strategy
GROWTH STRATEGIES 1. Intensive Growth Strategy. 2. Integrative Growth Strategy. 3. Diversification Strategy.
INTENSIVE GROWTH STRATEGY
Market – Penetration Strategy.
Market Development Strategy.
Product Development Strategy.
INTEGRATIVE GROWTH STRATEGY
Vertical Integration (i) Forward Integration (ii) Backward Integration
Horizontal Integration
DIVERSIFICATION STRATEGIES
Concentric Diversification Strategy.
Horizontal Diversification Strategy.
Conglomerate Diversification Strategy.
ANSOFF’S PRODUCT-MARKET GRID
CURRENT PRODUCTS
CURRENT MARKETS
NEW MARKETS
1.Market Penetration Strategy
2.Market Development Strategy
NEW PRODUCTS
3.Product Development Strategy
4.Diversification Strategy
GROWTH STRATEGIES 1. Intensive Growth Strategy. 2. Integrative Growth Strategy. 3. Diversification Strategy.
INTENSIVE GROWTH STRATEGY
Market – Penetration Strategy.
Market Development Strategy.
Product Development Strategy.
INTEGRATIVE GROWTH STRATEGY
Vertical Integration (i) Forward Integration (ii) Backward Integration
Horizontal Integration
DIVERSIFICATION STRATEGIES
Concentric Diversification Strategy.
Horizontal Diversification Strategy.
Conglomerate Diversification Strategy.
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