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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...
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This note was uploaded on 01/28/2014 for the course BA 331 taught by Professor Kenbaker during the Fall '11 term at University of Tennessee.
- Fall '11