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Strategi where to compete? growth strategies (energizing the business…
Strategi where to compete? growth strategies
global strategies
energizing the business (marknads penetrering)
goals
increase market share by increasing product usage
tactics
stimulate through incentives
coupons
product modification
example
kalles kaviar ökade dimensionen på hålet där kaviaren trycks ut
new areas of usage
reminder campaigns
strategies
branded differentiator
definition
an actively managed branded feature that provides meaningful differentiation to the parent brand
examples
Westin hotels
heavenly bed
business kunder
Volvo
safty
co-branded differentiator
examples
Westin and reebok
branded engerizer
types
internal
example
adidas streetball challange
definition
subbrand or brand that engerize and enhances a parent brand
external
example
Tiger´s new bag
Zlatan sverige volvo
definition
using an external brand to energize
leveraging the business (marknadsutveckling)
growth options
creating a new business
äldre modeller
Ansovs matris
marknads penetrering (energizing)
sälja mer a befintliga produkter på befintliga marknader
produktutveckling (leveraging)
sälja nya produkter på befintliga marknader
marknadsutveckling
sälja befintliga produckter på nya marknader
diversifiering
sälja nya produkter på nya marknader
vertikal integration
forward
backward