Market penetration

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  • Marketing Strategies - Market Penetration
    • Means that a business has been chosen to market existing products to existing customers more strongly
    • Business avoids the expense and time involved in developing new products or investigating and analysing unfamiliar markets
    • This strategy can therefore be implemented relatively quickly and cheaply
    • if the market is saturated the only way to increase sales is to take consumers from competitors
    • a policy of market penetration involves heavy expenditure on promotion and some flexibility in pricing decisions
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