Scope of Marketing Strategy

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					                   Premium   Penetra-    Super
            High    Goods    tion       Bargain
Quality
                   Over-     Average    Bargain
          Medium   Pricing   Quality


            Low    Hit and    Shoddy     Cheap
                    Run       Goods      Goods

                    High     Medium      Low

                              Price
          Old   Market Penetration Product Development
                  (increase usage)              (new uses)

Markets


          New   Market Development        Diversification
                    (new users)         (new users, new uses)



                        Old                        New

                                     Products
                22%


                                  Stars                        ?
                             Some cash use             High cash use
                            Future cash cow         ? Is to build or not


Market Growth   10%
    Rate

                              Cash Cows                   Dogs
                            Generate cash for       Low or no cash use
                                ?, Stars             When to divest

                0%
                      10x                      1.5x                        .1x   (log scale)
                                       Relative Market Share
                           Encirclement

                  Flanking Defense



                            Preemptive
                            Defense
                                                                  Contraction
                Frontal
                                           Defender                Defense
Attacker                                    (bigger)
(smaller)
                 Attack
                                            Position
                      Counteroffensive      Defense
                    Guerilla Attack

                                                       Mobile Defense

            Flank Attack


                                  Bypass

				
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posted:8/11/2011
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