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Market development: Strategies for expanding business in new territories

Market development is the lifeblood of any successful business.

It’s the pursuit of untapped opportunities, the quest to unlock new segments, and the secret to expanding your customer base.

Imagine capturing the hearts and minds of non-buying customers, reaching new horizons, and taking your product to uncharted territories.

In this fast-paced world of business, market development is not just a strategy, it’s a necessity.

So, join us on this journey of discovery as we delve into the exciting world of market development and uncover its hidden treasures.

market development

Market development is a growth strategy that focuses on identifying and developing new market segments for existing products.

It involves expanding the potential market through new users or new uses of the product.

This strategy is particularly important for discontinuous innovations, which require behavior change or new learning from buyers or end users.

Before implementing a market development strategy, marketing managers need to consider its profitability, the need for new or modified products, and the level of research and understanding of the customer and channel.

Factors such as profitability, the need for new or modified products, and understanding the customer and distribution channels should be considered before implementing a market development strategy.

Key Points:

  • Market development focuses on identifying and developing new market segments for existing products.
  • It involves expanding the potential market through new users or new uses of the product.
  • Market development is particularly important for discontinuous innovations that require behavior change or new learning from buyers or end users.
  • Before implementing a market development strategy, marketing managers need to consider its profitability and the need for new or modified products.
  • Research and understanding of the customer and distribution channels are important factors to consider before implementing a market development strategy.

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💡 Did You Know?

1. Market development trivia: The concept of market segmentation, which is a crucial aspect of market development, was first introduced by Wendell R. Smith in his 1956 article titled “Product Differentiation and Market Segmentation as Alternative Marketing Strategies.”

2. Did you know that Walmart, the world’s largest retailer, experimented with market development in the 1990s when they attempted to enter the German market? However, due to fierce competition from local discount retailers and cultural differences, they were forced to withdraw in 2006 after sustaining heavy losses.

3. The PlayStation, one of the most iconic gaming consoles, owes its success to market development. Before venturing into the gaming industry, Sony was primarily known for consumer electronics and music. In the mid-1990s, leveraging its strong brand name and expertise in technology, Sony successfully expanded its market by introducing the PlayStation, revolutionizing the gaming industry.

4. A lesser-known fact about market development is that it played a significant role in popularizing the concept of car leasing. In the early 1900s, luxury car manufacturer Cadillac faced declining sales due to the high cost of purchasing their vehicles. To address this, Cadillac introduced the first-ever car leasing program, opening up access to their cars to a wider market and revitalizing their business.

5. Market development strategies are not limited to physical goods or services; they can also be applied to digital products. For instance, before becoming the dominant music streaming platform, Spotify initially faced resistance from major record labels when trying to introduce their service in the United States. However, by offering a freemium model and focusing on market development, they were able to gain popularity and eventually secure licensing agreements with record labels, leading to their current success.


Introduction To Market Development

Market development is a growth strategy that aims to expand a company’s customer base by identifying and developing new market segments for existing products. This strategic approach involves targeting non-buying customers within existing segments as well as attracting new customers in new segments.

By exploring new users or new uses of the product, companies can increase their sales and market share. Market development allows businesses to tap into untapped markets and capitalize on new opportunities for growth. This strategy proves to be effective in broadening the reach and influence of a company’s offerings, ultimately leading to greater profitability.

Identifying New Market Segments

To implement a successful market development strategy, companies must first identify new market segments. This involves research and analysis to understand different geographic, demographic, institutional, or psychographic segments that may be interested in the product. By identifying these segments, companies can tailor their marketing efforts to reach specific audiences and meet their unique needs.

Moreover, market segmentation allows companies to identify under-served or untapped markets, giving them a competitive advantage. By understanding the characteristics, preferences, and behaviors of potential customers in these segments, companies can develop targeted marketing campaigns to attract and retain these customers.

Targeting Non-Buying Customers

Market development involves targeting non-buying customers within existing market segments. The aim is to convert potential customers who are aware of the product but have not made a purchase yet. These customers may require additional incentives or information to overcome any barriers to purchase.

To effectively target non-buying customers, companies must understand the reasons behind their lack of purchase. Market research and customer surveys can provide valuable insights into their needs, preferences, and concerns. By addressing these concerns and offering tailored solutions or incentives, companies can convert potential customers into actual buyers. This helps in expanding their customer base and increasing sales.

Expanding The Potential Market

Expanding the potential market is a crucial aspect of market development. Companies can achieve this by exploring new users or new uses of the product. For example, a company that previously focused on selling its product to a specific demographic may consider targeting a different demographic group to expand its customer base.

In addition, companies can explore new uses of the product by promoting its versatility and adaptability. By showcasing how the product can be used in various settings or for different purposes, companies can appeal to a wider audience and increase market demand.

Attracting New Users

One of the key objectives of market development is attracting new users. This can be achieved by implementing targeted marketing campaigns and promotional strategies to raise awareness and generate interest among potential customers.

Companies can leverage various marketing channels such as:

  • Social media
  • Online advertisements
  • Influencer collaborations
  • Traditional advertising

By highlighting the unique features, benefits, and value propositions of the product, companies can entice new users to try it and potentially become loyal customers.

“Companies can leverage various marketing channels such as social media, online advertisements, influencer collaborations, and traditional advertising to reach new users.”

Market Development For Discontinuous Innovations

Market Development Strategies for Discontinuous Innovations

Discontinuous innovations refer to significant changes in products or services that require buyers or end users to adopt new behaviors or acquire new knowledge. These innovations have the potential to disrupt existing markets and generate new demand.

To successfully implement market development strategies for discontinuous innovations, companies need to actively educate potential customers about the benefits and advantages of the new product. This education process can involve various approaches, such as:

  • Demonstrations: Providing live demonstrations or video presentations to showcase the features and functionalities of the innovation.
  • Workshops: Organizing workshops or training sessions to actively engage customers and teach them how to use the product effectively.
  • Educational materials: Developing informational resources, such as brochures, manuals, or online guides, to help customers understand the value proposition of the innovation and how it can be integrated into their daily lives or business operations.

By adopting these market development strategies, companies can effectively bridge the knowledge gap and address any uncertainties or resistance that potential customers may have towards adopting the discontinuous innovation.

“Market development strategies play a vital role in promoting and facilitating the adoption of discontinuous innovations. These strategies involve educating potential customers about the benefits and advantages of the new product through demonstrations, workshops, and informative materials.”

Considerations For Implementing A Market Development Strategy

Before implementing a market development strategy, marketing managers must carefully consider various factors to ensure its effectiveness and success.

Profitability is a critical consideration, as companies need to assess the financial viability of expanding into new markets. Market research and financial analysis can provide insights into the potential revenue and profitability of entering different market segments.

Furthermore, the need for new or modified products should be evaluated. Companies must determine if their existing products can meet the needs of new market segments or if modifications or new product development is necessary. This could involve adapting packaging, features, or pricing to align with the preferences of the target market.

Understanding the customer and distribution channels is also vital. Companies must have a deep understanding of the target market’s preferences, behaviors, and buying patterns. Additionally, they should carefully evaluate the distribution channels available to reach the target market effectively. This may involve partnerships with retailers, e-commerce platforms, or exploring new distribution avenues.

  • Assess profitability
  • Evaluate product need
  • Understand customer preferences
  • Evaluate distribution channels

Profitability In Market Development

Profitability is a crucial factor in market development and should be carefully evaluated before implementing a strategy. Companies need to assess the potential revenue and costs associated with entering new market segments.

While market development offers the opportunity for increased sales and market share, it may also involve additional expenses such as research, advertising, and distribution. Marketing managers must conduct a thorough financial analysis to determine if the potential revenue from the new market segments justifies the investment required.

Additionally, companies need to consider the long-term profitability of serving these new market segments. This involves assessing market dynamics, competition, and customer lifetime value to determine if the market development strategy will result in sustainable profitability over time.

  • Financial analysis is crucial to evaluate profitability
  • Market development involves additional expenses
  • Long-term profitability should be considered

    “Companies must carefully assess the potential revenue and costs associated with entering new market segments before implementing a strategy.”

Importance Of New Or Modified Products

When expanding into new market segments, companies must evaluate the need for new or modified products. Existing products may require adaptation or customization to align with the preferences and needs of the target market.

Companies need to conduct market research and gather feedback from potential customers to understand if existing products can fulfill their requirements. If necessary, product modifications may be necessary to appeal to the new market segments effectively. This could involve changes in packaging, features, branding, or pricing to better meet the specific needs and preferences of the target audience.

By offering products that are tailored to the new market segments, companies increase their chances of success and gaining a competitive advantage in these markets.

Understanding Customers And Distribution Channels In Market Development

Understanding customers and distribution channels is paramount in market development. Companies must have a deep understanding of the target market’s preferences, behaviors, and buying patterns to develop effective marketing strategies.

Market research, surveys, and customer feedback help companies gain insights into the needs, preferences, and pain points of their target market. By understanding customers’ motivations and desires, companies can tailor their marketing messages and promotions to resonate with the target audience, increasing the likelihood of success.

Furthermore, understanding the distribution channels available to reach the target market is essential. Companies must assess the most effective and efficient distribution channels for their products. This may involve collaborating with existing retailers and distribution partners, creating partnerships with online platforms, or exploring alternative distribution methods to ensure the product reaches the target market effectively and efficiently.

“Market development is a growth strategy that allows companies to expand their customer base by identifying and developing new market segments for existing products.”

In conclusion, market development is a growth strategy that allows companies to expand their customer base by identifying and developing new market segments for existing products. By targeting non-buying customers within existing segments and attracting new customers in new segments, companies can increase sales and market share. Implementing a market development strategy requires careful consideration of factors such as profitability, the need for new or modified products, and understanding the customer and distribution channels. By effectively implementing market development strategies, companies can bridge the gap between early adopters and the mainstream market, driving business expansion and success.

  • Companies must have a deep understanding of the target market’s preferences, behaviors, and buying patterns to develop effective marketing strategies.
  • Market research, surveys, and customer feedback help gain insights into the needs, preferences, and pain points of the target market.
  • By understanding customers’ motivations and desires, companies can tailor their marketing messages and promotions to resonate with the target audience.
  • Understanding the distribution channels available to reach the target market is essential.
  • Companies must assess the most effective and efficient distribution channels for their products.
  • Market development is a growth strategy that allows companies to expand their customer base by identifying and developing new market segments for existing products.
  • By targeting non-buying customers within existing segments and attracting new customers in new segments, companies can increase sales and market share.
  • Implementing a market development strategy requires careful consideration of factors such as profitability, the need for new or modified products, and understanding the customer and distribution channels.
  • By effectively implementing market development strategies, companies can bridge the gap between early adopters and the mainstream market, driving business expansion and success.

FAQ

1. How does market development differ from market penetration as a growth strategy?

Market development and market penetration are both growth strategies, but they differ in their approaches.

Market penetration focuses on increasing market share by selling more of the existing products or services to the existing customers. This strategy aims to capture a larger share of the current market by gaining a competitive advantage over other players. Companies typically achieve this by implementing various marketing and sales techniques, such as aggressive advertising campaigns, price adjustments, or expanding distribution channels. The primary goal is to increase sales volume and revenue within the existing market.

On the other hand, market development focuses on expanding into new markets with the existing products or services. This strategy seeks growth by finding new customer segments or geographic regions that have not yet been explored by the company. It involves identifying untapped markets and tailoring marketing strategies to reach and attract new customers. Companies may need to adapt their products or services to suit the needs and preferences of the new market in terms of pricing, packaging, or distribution channels. Market development allows businesses to diversify and expand their customer base, potentially reducing dependence on existing markets.

2. What factors should a company consider when deciding to pursue market development in a new geographic location?

When deciding to pursue market development in a new geographic location, a company should consider several factors. Firstly, they need to assess the potential demand for their product or service in the new market. This involves analyzing the needs and preferences of the target customers, understanding the competition, and evaluating the market size and growth potential. Additionally, the company should consider the cultural and regulatory differences in the new location, as these can significantly impact the business operations and strategies. This includes understanding local customs, language barriers, legal requirements, and any political or economic risks. By thoroughly evaluating these factors, a company can make informed decisions and develop an effective market entry strategy.

3. How can market development strategies help a company diversify its customer base and reduce reliance on existing markets?

Market development strategies can help a company diversify its customer base and reduce reliance on existing markets in several ways. Firstly, by identifying new and untapped markets, a company can expand its customer base and reach a wider audience. This can be achieved through geographical expansion, targeting different regions or countries where the company’s products or services have not been introduced yet. Additionally, market development strategies entail identifying and appealing to new customer segments. By understanding the needs, preferences, and buying behaviors of different customer groups, the company can create tailor-made marketing campaigns and offerings that cater to their specific requirements. This allows the company to reduce its dependence on existing markets and tap into new customer segments, leading to increased revenue streams and decreased risk.

Furthermore, market development strategies often involve diversifying product offerings by introducing new products or variations of existing ones. This approach helps the company to meet the diverse needs and preferences of customers in different markets, thereby reducing reliance on a single product or market segment. It not only widens the company’s customer base but also mitigates the risk associated with fluctuations in demand or market saturation. By diversifying its product portfolio, the company can capture the interest of new customer segments and appeal to their specific needs, positioning itself as a versatile and adaptable player in the market. Overall, market development strategies are crucial for companies seeking to diversify their customer base and reduce reliance on existing markets by expanding geographically, targeting new customer segments, and diversifying their product offerings.

4. What are some common challenges companies face when attempting market development, and how can they overcome them?

When companies attempt market development, they often face several common challenges. One challenge is the difficulty of entering new markets with different cultural, economic, and regulatory contexts. Companies may struggle to understand the needs and preferences of customers in these new markets. Another challenge is the competition from local companies that already have a strong presence in the market. These local companies may have a better understanding of the target market and established customer relationships. To overcome these challenges, companies can conduct thorough market research to gain insights into the new market’s dynamics and tailor their marketing strategies accordingly. They can also form strategic partnerships or alliances with local companies to leverage their existing networks and knowledge. Additionally, companies should invest in training their employees about the new market’s culture and business environment to ensure effective communication and adaptation.