Market penetration
- Created by: Maria-Elianna Constantinou
- Created on: 11-06-13 13:11
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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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