Scenario |
Growth strategy |
Comment |
Unilever introduced Sunsilk shampoo in US. Was sold in Europe, Latin America and Asia. |
Market development |
Product not modified; expansion to US increased market potential. |
Coca-Cola launched Diet Coke Sweetened with Splenda |
Product development |
New product; still in soft drink market (or even diet soft drink market), hence no increase in market potential. |
Hasbro (toy company) launched baby care products under Playskool brand. |
Product diversification |
New product line; market potential increasing from toys to toys + baby care. |
JC Penney, after repositioning of the brand to make it more fashionable, erected a "pop-up" store in Times Square. |
Market penetration |
Product modification already complete; no change in market potential. |
Target added more additional designer collections in addition to current designer collections such as Isaac Mizrahi. |
Market penetration |
By the "special case of retailing," there is no change in the product; no change in market potential. Market is still mid-level department stores. |
Gap introduced Forth & Towne brand aimed at women over 35. |
Product diversification |
New product; market potential increases since no brand of Gap (Gap, Old Navy, Banana Republic) was specifically targeted toward women over 35. |
Nintendo launched DS hand-held game device. |
Product development |
New product; no change in market potential since Nintendo already sold Game Boy and thus had hand-held game devices as a target market. |
Campbell developed advertising campaign for its soups. |
Market penetration |
No product modification; no change in soup market potential.1 |
Frito-Lay removed trans fats from its salty snack products. |
Product development |
Products were modified without introducing new brands; no change in market potential. Still salty snack foods market and even those non-buyers who didn't buy for health reasons, say concern over trans fat, were in Frito-Lay's target market. Indeed, this was a way to reach those non-buyers. |
