Anshoff’s product market expansion grid model

& How does a service provider in fast food

chain uses it

Presented By:Satyajeet Mishra

Roll : 25

INTRODUCTION

Anshoff’s Product Market Expansion Grid Model

Existing Market + Existing Product

= Market Penetration

This growth strategy uses current products and current markets withthe goal to increase market share.

This targets non-buying customers in currently targeted segments. It also targets new customers in new segments in order to expand the potential market.

New Market + Existing Product

= Market Development

Existing Market + New Product

= Product DevelopmentIt is a process that has two

parallel paths: one involves the idea generation, product design, and detail engineering; the other

involves market research and marketing analysis.

Diversification seeks to increase profitability through greater sales

volume obtained from new products and new markets.

New Market + New Product

= Diversification