Chap 13 market strategies

Market-Scope Strategy TM 13-11.. Market-Geography Strategy TM 13-2 1.. Market-Commitment Strategy TM 13-4 1.. Market-Dilution Strategy TM 13-5 1.. MARKET-SCOPE STRATEGYMarket-scope strat

A Market-Scope Strategy (TM 13-1)

1 Single-Market Strategy

2 Multimarket Strategy

3 Total-Market Strategy

B Market-Geography Strategy (TM 13-2)

1 Local-Market Strategy

2 Regional-Market Strategy

3 National-Market Strategy

4 International-Market Strategy

C Market-Entry Strategy (TM 13-3)

1 First-In Strategy

2 Early-Entry Strategy

3 Laggard-Entry Strategy

D Market-Commitment Strategy (TM 13-4)

1 Strong-Commitment Strategy

2 Average-Commitment Strategy

3 Light-Commitment Strategy

E Market-Dilution Strategy (TM 13-5)

1 Demarketing Strategy

2 Pruning-of-Marginal-Markets Strategy

3 Key-Markets Strategy

4 Harvesting Strategy

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MARKET-SCOPE STRATEGY

Market-scope strategy deals with the coverage of

the market It may incorporate:

 Single-market strategy

 Multimarket strategy

 Total-market strategy

MARKET-GEOGRAPHY STRATEGY

Geography is a strategic variable in shaping

market strategy Market-geography strategy may

incorporate:

 Local-market strategy

 Regional-market strategy

 National-market strategy

 International-market strategy

MARKET-ENTRY STRATEGY

Market-entry strategy refers to the timing of market

entry It may incorporate:

 First-in strategy

 Early-entry strategy

 Laggard-entry strategy

MARKET-COMMITMENT STRATEGY

Market-commitment strategy refers to the degree

of involvement a company seeks in a particular

market It may incorporate:

 Strong-commitment strategy

 Average-commitment strategy

 Light-commitment strategy

MARKET-DILUTION STRATEGY

Market-dilution strategy works well when the

overall benefit a company derives from a market,

either currently or potentially, is less than it could

achieve elsewhere It may incorporate:

 Demarketing strategy

 Pruning-of-marginal-markets strategy

 Key-markets strategy

 Harvesting strategy