Assignment: "Product Market Expansion Grid"

Download as docx, pdf, or txt
Download as docx, pdf, or txt
You are on page 1of 9

Assignment

“Product Market Expansion Grid”

Name: Kazi Tangidur Rahman


ID: 1921434
Section: 6
Course Title: Principles of Marketing
Course Code: MKT201
Product Market Expansion Grid

The Product Market Expansion Grid is a business tool which is used to develop business growth
strategies by searching the relationship between new and existing products, new and
existing markets, and the risk associated with each possible relationship.

There are four product market growth strategies.

1. Market Penetration
2. Product Development
3. Market development
4. Diversification
Product

Aarong is a chain of Bangladeshi department stores specializing in Bengali ethnic wear and
handicrafts. It is owned by the non-profit development agency BRAC, and employs thousands of
rural artisans across the country. It currently operates twenty-one outlets in nine Bangladeshi
metropolitan cities.
Aarong Market Expansion Grid
Market Penetration: It is the strategy of introducing current product to its existing customer.
On that stage, existing customers are aware of current product but not making effort to purchase
that new product. So that, Aarong has taken some penetration strategy which is given below:

1. Redesigning the store.


2. Increasing the promotions.
3. Improving the service
4. Adjust the prices based on customer feedback.

Product Development: This particular strategy is taken by company when company introduce
new product to its existing customer. This strategy is taken by company because customers don’t
buy the old product or they want something new in their product line. Aarong has also taken this
strategy for keep their brand equity high and unique. Aarong has added new product line to their
product mix. E.g. Taaga (female casual wear blending with traditional design) and maternity
wear.

Market Development: Through market development, company introduces its current products
to the new customer. This strategy is mainly taken for to capture undifferentiated customer and
for expand its market reach. Some of the market development strategy taken by Aarong is given
below:

1. Since 1983, developing its market in metropolitan cities.


2. In February 2017, Aarong has opened store in Bashundhara city.
Diversification: This strategy is all about offering new products for new customer under the
same brand. This strategy is highly risky for company. This strategy also required big amount of
investment, time and resources. Still this approach is good for company explanation and security.
Through this strategy, company doesn’t stick with one category or type of business. Aarong has
also successfully expanded their market in dairy products. The company is also working on very
fine piece of craftsmanship which can be appreciate by collectors or people who adore fine crafts
in exchange of extra price.

Is the strategy of introducing current


product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below
Is the strategy of introducing current
product to
its existing customer. On that stage,
existing customer are aware of current
product
but not making effort to purchase
those new product. For that, Aarong
has taken
some penetration strategy which are
given below

You might also like