Unformatted text preview: dentify and develop new markets for current products. – How? Review new demographic (seniors/ethnic consumers) or geographic (Asian, European, Australian, & South American)
2-14 Product/Market Expansion Grid Based on Starbucks
• Product Development: offering modified or new products to current markets. – How? Add food offerings, sell coffee in supermarkets, cobrand products. • Diversification: start up or buy businesses outside current products and markets. – How? Making and selling CD’s, testing restaurant concepts, or branding casual clothing. 2-15 Marketing’s Role in Strategic Planning
Marketing’s Role in S...
View Full Document
- Fall '11
- Management, 2008 in film, National Soaring Museum, Schweizer Aircraft