Many dominant companies concentrate on the mass market and neglect or undersatisfy various fringe markets. However, where they demarket in ways that discriminate against the weaker or disadvantaged segments—such as when a big supermarket chain closes down its inner-city stores—the results can be unfortunate. You are viewing lesson Lesson 3 in chapter 1 of the course:. There are a number of ways in which organisations can grow. We have just sent you the confirmation to the following email: In any case, they are all involved in expensive legal battles, and they all face the prospect of being broken up or required to drastically alter their ways of doing business.
They introduce new products, sniff out new segments, try out new forms of distribution, and launch new promotions. In some cases, these companies may even have to give up some share in order to stem the tide. That is the question we shall consider here, but first we shall discuss the way in which a business decides on its optimal market share. But high market share can also mean headaches. How can a company determine where its optimal market share lies?
B2B Product / Market Growth - Four Quadrant Go to Market Strategies
There are four approaches you can adopt when implementing this strategy: Substantial growth in market share and dominance in this sector was achieved by ensuring cell phone companies' promotions met the needs of this younger group. Their movement into new industries tends to create healthy competition throughout the entire economy. For the following reasons, it could drop dramatically:. No need for new products, no need to dip your toes in unchartered territory. It cannot seek an ever larger market share as freely as its smaller competitors. This can be accomplished by attracting new and different customer segments, new areas or regions of the country or global markets, or identifying new needs for the product or service.
It is about using everything that a business does to create value for others. Several high market-share companies have apparently used demarketing to reduce their shares to less risky levels. Finding new niches to promote products is an excellent way to tap into new markets and evolve your customer base. Certain companies have gained the trust of the buying public because of their continuous efforts to respond to such social needs—one thinks immediately of Sears, Zenith, and Whirlpool. Please contact your financial or legal advisors for information specific to your situation. Many high market-share companies have done just this. On the other hand, a decline in their current share would reduce their profitability.