12.3 Offensive Strategies-Core Strategy III: Diversify GrowthUsing the data provided, evaluate the four offensive strategies for growing sales with diversified growth.
12.3-A Enter Related New Markets
- Market demand 5 million, market share 10%, and increase marketing communication expense fro 7% to 12%.
12.3-B Enter Unrelated New Markets
- Market demand 5 million, market share 5%, increase sales expense to 7% and marketing communications to 12%.
12.3-C Enter New Emerging Markets
- Market demand 1 million, market share 40%, increase sale expense to 10% and marketing communications to 15%.
12.3-D Develop New Markets
- Market demand 100,000, market share 80%, sales expense 10%, and marketing communications of 40%.
Note: The analysis below is setup for customers as the unit of analysis. You can change to a product with units under by changing Unit of Analysis and the two gray cells from revenue per customer to Average Selling Price per Unit and Net Selling Price per Unit.